This research aims to determine which design characteristics such as online banner advertisement modality, size, location, congruence, and color contrast would be able to attract the user’s attention more, and intensify the recall of the advertisement in Social Networking websites, as these have been known to increase purchase intention. Method: A dummy website that follows the Facebook layout was constructed to test which of the variables considered will affect number of fixation, fixation time, and recall. A total of 128 subjects participated in the experiment aged 18-25. They were asked to do specific tasks on the website while an eye tracker determines if their eyes focus on the advertisements. Results and discussion: Results show that the only significant variable affecting number of fixation and fixation time is size of the advertisement. Recall of advertisement is not significantly affected by the variables considered in the experiment.

Keywords: Attention, Recall, Web design, Regression.