Comparative Analysis of Political Campaign Branding in the Harris-Trump Presidential Campaigns.

This analysis is part of the article entitled: "Human-Centred Design Meets AI-Driven Algorithms: Comparative Analysis of Political Campaign Branding in the Harris–Trump Presidential Campaigns", published in Q1, Informatics journal (MDPI). This repository contains data from a comparative study on the efficacy of AI neuroscience tools versus traditional design methods in enhancing viewer engagement with political campaign materials. The dataset includes eye-tracking consumer behaviour metrics from AI tools (Predict and CoPilot) and human-designed campaign materials from the Harris–Trump presidential campaigns. It encompasses quantitative data on total attention, engagement, start attention, end attention, and percentage seen across multiple areas of interest (AOIs) for each design version. The repository includes the original flyer used as a baseline, three redesigned versions by professional graphic designers, and one version created using AI recommendations. Additionally, it contains the Python scripts used for data analysis. This dataset is valuable for researchers interested in neuromarketing, political campaign strategies, and the intersection of AI and human-centred design in visual communication.