In the Master's thesis, the impact of the visual outlook of printed catalogues was discussed. The purpose of this research was to determine what are people’s responses to various visual images of catalogues and how products in adverts are presented. We discussed which elements in the catalogue have an impact on readers' attention, attractiveness and effectiveness. In the theoretical part, we collected data on previous research in advertising and eye-tracking studies. We also examined basic principles and elements in designing catalogue and defined psychological processes in consumers' decision-making process. Two studies were performed; collecting data with the eye-tracking device and a survey. The eye-tracking test was divided into six parts, where we recorded viewers’ responses on front ad pages with or without a person, front pages with one or more than one photography, different ways of the product presentation and its impact on attractiveness and readers' memory. With the help of a questionnaire, we analyzed people's reading habits of printed catalogues, their responses to the visual outlook of catalogues in general, attractiveness and effectiveness of particular elements. A short memory test was included in the questionnaire to examine the effect of the way products are presented to the consumers. Another part of the questionnaire was 4 front ad pages that we designed to examine responses of participants with different preferences to the same products. Results in this part have shown that those different ways of presenting products do not affect the viewer's memory; in both ads responses were the same. Also, the photography of a person on the front ad page does not affect the attractiveness of a catalogue, as it was expected. What does affect attractiveness is a number of photographies on a front page, a proper font selection and the way products and other elements are placed on the ad page. Results collected in this research may help advertisers and designers in planning and designing ads of any kind.
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