Visual attention and perceived attractiveness in scientific posters: An eye-tracking study

• Poster design significantly influences visual attention, with Moderate Text-density and a balanced Figure-ratio enhancing engagement. • Excessively Dense or Sparse layouts may hinder information processing by causing cognitive overload or disengagement. • Structured Margin-spacing guides gaze behavior, supporting effective navigation of visual content. Scientific posters are widely used in medical conferences to share research findings visually and interactively, yet many fail to communicate effectively due to excessive text, poor structure, and a lack of visual appeal. To evaluate how the design of scientific posters, focusing on Text-density, Figure-ratio, and Margin-spacing, influences visual attention and perceived attractiveness. Forty-six participants viewed fifteen scientific posters in one session, divided into three layout conditions (Text-density, Figure-ratio, Margin-spacing). Eye-tracking metrics such as the Time to First Fixation (TTFF), Total Duration of Fixations (TDF), and Number of Fixations (NF) were analyzed to measure visual attention. After the display of each condition, the participants were asked to select the most visually attractive poster. The results were analyzed with a two-way repeated-measures ANOVA, and a P value of <.05 was considered statistically significant. The results showed that the participants preferred the Moderate layout in the Margin-spacing condition (37%), the Overloaded layout in the Figure-ratio condition (41%), and the Light layout in the Text-density condition (48%). Repeated measures ANOVA showed significant effects of condition (P = 0.019) and Area of Interest (AOI; P < 0.001) on TDF, which was highest in the Text-density condition. Moderate AOIs consistently received the longest TDF (P < 0.001). NF was significantly higher in Overloaded AOIs within the Figure-ratio condition (P < 0.002). TTFF was shorter in Sparse, Light, and Dense AOIs for the Figure-ratio condition compared to the others (P < 0.018), indicating that image-rich designs captured attention more quickly. Poster design strongly influences visual attention. Layouts with balanced Figure-ratio, moderate Text-density, and structured spacing promote engagement and readability, while extreme designs may hinder attention. These results highlight the importance of visual design in optimizing educational materials and support its integration into instructional strategies in medical education.