Syftet med den här uppsatsen är att se hur vida digitala skärmar är ett effektivt promotionverktyg, och hur konsumenternas beteende är relaterade till denna typ av in-store promotion. Genom en explorativ studie som genomfördes på Ica Maxi Karlstad undersöktes detta fenomen med hjälp av ögonspårning och enkäter. Med denna metod kunde författarna jämföra faktorer som rör köpvanor med hur stor uppmärksamhet som riktas mot in-store elementen i en matbutik. Viktiga slutsatser pekar på att de digitala skärmar som undersökts inte bidrar med tillräckligt relevant information för att uppmärksammas av konsumenter. Resultatet visar också att digitala skärmar är något som uppmärksammas i liten skala av uppgiftsorienterade personer. Det visade sig att andra mer traditionella in-store element, som vanliga gula prisskyltar, drog mer uppmärksamhet till sig. Resultaten öppnar också upp för fortsatta studier och forskning inom området. / The purpose of this essay is to see whether digital screens are effective as promotional tools, and how consumer behavior is related to this type of in-store promotion. Through an exploratory study conducted at Ica Maxi Karlstad the phenomena was investigated by using eye-tracking and surveys. By using this method the authors could compare the factors related to shopping habits with the amount of attention given to in-store elements in a grocery store. Key findings indicate that the digital screens that were examined do not communicate enough relevant information, to gain the attention from the consumers. The results show that digital screens are something that task-oriented people pays a little attention to. It turned out that other more traditional in-store elements, such as ordinary yellow price-signs, gained more attention. Furthermore, the result opens up for further studies and research within this area.

A large majority of people use the internet daily. For this reason, online texts are in more need of accessibility than ever. This experimental study aims to figure out what makes texts presented on digital screens more legible. To do this we sought inspiration from typographical principles when we designed our experiments. We investigated four different aspects concerning the layout of texts, namely typeface, text-size, line-spacing and the color contrast. The experiments were conducted on 17 persons currently registered at a university or with an academic background. Our results show that all these aspects have an impact on the legibility of texts. For typeface we found that sans-serif is more legible than serifs on screens. Moreover, we found that the x-height is a large factor concerning legibility. For text-size we found that most participants preferred a larger text-size over a smaller one. For the color contrast we found that the best color combination was black text over white background. Finally, regarding line-spacing, we found that the participants preferred the bigger line-spacing over the smaller one. Regarding typographical principles on digital screens, we found that two of the principles were applicable for texts on screen.