Efekt proširenih zjenica

DILATED PUPIL EFFECT

Promosapiens Case Study EN, Projects

 

Project background:
The pupil of the eye dilates with greater cognitive effort when light changes or when we are excited. Research shows that a person looks more attractive when he has dilated pupils. Back in the Middle Ages, court ladies dripped their eyes to get the effect of dilated pupils. The best example of the application of dilated pupils today is Disney cartoons – all positive characters have large pupils.

Method:
We enlarged the pupils of the model in the right picture in photoshop. A digital campaign was created in which a control group of 20.000 people was exposed only to an ad with normal pupils, and an experimental group of 20.000 people was exposed to an ad with dilated pupils.

Results:
An ad with dilated pupils generated 300% higher CTR and 100% more customer service queries. 

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