Neurocommunication of Built Heritage
Attention anchors on the façade and chapel of Gaudí’s palace (Astorga) using mobile eye-tracking (Pilot study)
DOI:
https://doi.org/10.62161/sauc.v12.6332Keywords:
Eye-tracking glasses, Visual attention, Communication, Place branding, NeuromarketingAbstract
Pilot in situ mobile eye‑tracking assessed visual attention to Gaudí’s Episcopal Palace (Astorga). Twenty‑eight participants freely viewed the chapel (n=14) or main façade (n=14) for 15 s. AOIs were delineated (18 chapel; 15 façade) on scene images; iMotions exported AOI coverage, TTFF, dwell time, fixation and revisit measures, supported by heatmaps. The chapel showed a concentrated pattern on the liturgical central axis: upper stained glass attracted early looks, while the altar sustained processing. The façade showed a more exploratory, multi‑node pattern centred on the entrance and main volumes, with weak engagement with crown elements.
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