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Knowledge Base Repository
In addition to research papers, the Design Society is developing several valuable resources for those interested in the study of design. These include a repository of PhD theses, a library of case studies and transcripts of design activities, and an archive of our newsletters. Please note that these resources are accessible exclusively to Design Society members.
The Influence of Photo Styles on Charity Website Donation: An Eye-Tracking Study
Yao, Cheng-Yi; Kuo, Jo-Yu
Type:
Year:
2024
Editor:
Malmqvist, J.; Candi, M.; Saemundsson, R. J.; Bystrom, F. and Isaksson, O.
Author:
Series:
NordDESIGN
Institution:
Department of Industrial Design, National Taipei University of Technology, Taiwan
Page(s):
673-682
DOI number:
ISBN:
978-1-912254-21-7
Abstract:
Prosthetics and orthotic devices play a pivotal role in pets and stray animals. Even when owners or organizations lack funds for assistance, they can use charity websites as platforms for fundraising. Through the eye-tracking technology, our study engaged 35 participants to explore how photo style influences donation behavior. Notably, consumers exhibited prolonged engagement with featuring prosthetic imagery. These offer strategic guidance for enhancing the efficacy of visual content in online charitable initiatives, thereby shaping advancements in marketing and fundraising design strategies.
Keywords:
