Caught You Looking: Mercedes-Benz Researchers Study the Wolf Whistle


We recently took a look at how brands are using eye-tracking software to understand the visual elements of a brand’s design that engage the viewer.

Here’s how Mercedes-Benz recently used the technology to take a look at the consumer’s gaze — including drawing comparisons to the female form. Its goal: to discern, in eye-tracking parlance, the “eye catchers” of its vehicle design.

The luxury brand researchers’ conclusion: as in seduction, it’s the subtle details that grab attention and excite the target audience. Heck, Dita Von Teese could have told them that!


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