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The Best of Eyetrack III: What We Saw When We Looked Through Their Eyes
Abstract
The Eyetrack III research released by The Poynter Institute, the Estlow Center for Journalism & New Media, and Eyetools could help answer those questions and more. Eyetracking research like this won't provide THE answer to those questions. But combined with other site metrics already used by news website managers --usability testing, focus groups, log analysis --the Eyetrack III findings could provide some direction for improving news websites. In Eyetrack III, we observed 46 people for one hour as their eyes followed mock news websites and real multimedia content. In this article we'll provide an overview of what we observed. You can dive into detailed Eyetrack III findings and observations on this website --use the navigation at the top and left of this page --at any time. If you don't know what eyetracking is, get oriented by reading the Eyetrack III FAQ.
... In 2003, The Eyetrack III [4,5] research released by The Poynter Institute, the Estlow Center for Journalism & New Media tested participants' eye movements across several news homepage designs. The researchers noticed a common pattern: The eyes most often fixated first in the upper left of the page, then hovered in that area before going left to right. ...
... This result might be related to that the icon to enter the subordinate page occupied a large area and located in sub important region [5]. Naäsänen et al. [10] observed the decrease in search time with the increasing character sizes. ...
... The efficiency and satisfaction indices of product D were lower than other products. Only 50% subjects completed the task successfully when they use interface of product D. In the Eyetrack III research [5], the result displayed that navigation placed at the top of a homepage performed best. Goldberg and Kotval [4,19,20] compared two sets of 11 computer buttons used commonly in graphical programs. ...
5 Smart TV products (represented by the letter A–E) were selected in this study to compare the interface design. Twelve volunteers (6 males and 6 females) from 18 to 40 years old (M = 27.92, SD = 5.85) were recruited to complete the task of “playing an online movie” in a simulated living room environment. The evaluation results between 5 Smart TV products that based on user experience were significant differences, which might be the result of the distinction of humanized design. The layout of homepages, terminologies of icons to enter the subordinate pages, menu formats and the entrance position of the subordinate pages all affected the results.
... Hill (2010) warns advertisers to avoid the "corner of death", a term coined to indicate the lower right-hand corner of any layout, whether it is a web site page, a TV screen, a print ad, direct mail piece or billboard. It is important to note that Hill's (2010) advice is based on Outing and Ruel's (2006) exploratory study with American participants. Considering the diverse internet audience, the question of whether this scanning pattern also applies to any internet reader remains unanswered. ...
... Considering the diverse internet audience, the question of whether this scanning pattern also applies to any internet reader remains unanswered. Despite being one of the typical places where marketers and advertisers place their logo, according to Outing and Ruel (2006), the corner of death is typically the second to last place an audience looks on a page. On the other hand, contrary to the advice of avoiding the corner of death or lower right-hand corner, Goodrich (2010) found that online ads placed on the lower visual field of the screen received more attention than those placed on the upper visual field. ...
... Therefore, decisions about marketing stimuli placement in online settings become critical if we consider the average ad viewing time per reader usually is less than 2 s (Hill, 2010). Outing and Ruel (2006) noted this pattern on a webpage -Eyes fixate first in the upper left then hover in that area before going left to right, and, after perusing the top, eyes explore down. Correspondingly, it is common to see online advertisers striving to secure the top left screen position under the premise that the higher the ad placement, the more likely to receive extended exposure and, therefore, the more effective its economic performance. ...
Purpose
The authors aim to examine the effect of location-driven logo placement on attention and memory on the web addressing differences between individuals that read unidirectionally (left-to-right [LTR]) versus bidirectionally (both right-to-left and LTR).
Design/methodology/approach
Using an eye-tracking approach combined with traditional verbal measures, the authors compared attention and memory measures from a sample composed of bidirectional (Arab/English) readers and unidirectional readers.
Findings
The findings reveal that unidirectional and bidirectional readers differ in attention patterns. Compared to bidirectional readers, unidirectional readers pay less attention to the logo on the bottom right corner of the webpage based on verbal measures. The eye-tracking data of the two groups further identify differences based on total hits and duration time. Unidirectional LTR readers demonstrate higher fluency in feature-based attention whereas bidirectional readers show higher fluency in spatial attention.
Originality/value
The authors expand on scarce research on reading direction bias effect on location-driven stimuli placement in online settings. They contribute to the understanding of the differences between unidirectional and bidirectional readers in their cognitive responses (attention and memory) to organization of marketing stimuli.
... Figure 1 Usual movement of the eye on the double spread newspaper pages [6] When movement of the eye through a newspaper web page is considered, Lewenstein, et al. [7] studied the reader's eye movement on the webpage of the two daily newspapers by using the "eye tracking" method and found that: 1) readers first look at the text, the title of the article and the text under the photographs, and only after that the visual element, 2) photographs attract more attention and time spent than the other graphical elements, 3) reading is shallow, but broad, 4) the attraction of readers is drawn by electronic advertisements (add banners). In another eye tracking research relevant to this topic Outing and Ruel [8] came to the conclusion that: 1) reading the website starts in the upper left corner where the logo or the title of the page are placed while the eye view remains for some time in this area before it descends or moves to the right, 2) the navigation on the top of page receives a lot of attention, 3) dominating headlines immediately draw attention, especially if they are on the top left side of the page and the big headlines draw more attention than the small ones, 4) underlined titles or elements marking the broken down text (lines, etc.) discourage readers to continue reading the rest of the broken down text, 5) a text, not image, represents the point of entry into the page, 6) shorter paragraphs receive twice more attention than other paragraphs, 7) lower parts of the screen, especially those to which a person must scroll down gain modest level of attention, 8) standard format of one column is proven to be superior to format with multiple columns, 9) summaries and descriptions as for example an introduction to the article proved to be popular, and 10) advertisements are best seen if they were big or placed in the top and/or left side of the website and if they were connected with the content of the article. ...
... The same methodology called "Latin square" has already been used in previous similar research [17]. Eye tracking method has already been successfully used in various cases, i.e. for research of the ways of viewing the newspaper pages, the visual entries to the page and multimedia content in a digital environment [6,7,8,15,16]. ...
... movement of the eye on the newspaper website[8] ...
... Interestingly, research conducted by the Poynter Institute has shown that there is a tendency for readers to give less attention to text and images in certain spatial locations, most notably the lower portions of a spatial arrangement (Outing & Ruel, 2004). While this may explain the reasoning behind the application of the inverted pyramid technique, to pack information in where the reader is most likely to see it, the potential effects of this reporting technique are left unexplained. ...
... Appropriately, given the immense popularity of the inverted pyramid method in contemporary print media, readers are likely-and to an extent, correct-to assume that placement in an article is correlated with importance. Most likely, this can (at least partially) help explain Outing and Ruel's (2004) findings about readers' tendencies to pay less attention to lower portions of text. Nonetheless, such an explanation does not negate the importance of the findings themselves. ...
... Given recent research showing common readers' propensity to give less attention to lower-positioned text (Outing & Ruel, 2004), spatial representation of race was an important part of my analysis. As a result, the "inverted pyramid" code was used to refer to the textual ignorance of race until after the mid-point of the article. ...
... Users' glancing habits provide important information on where users look first when they reach a Web page, where they pay more attention and for how long they concentrate on specific parts of the page. Most eye tracking studies, such as [9, 14, 15, 20], try to evaluate a Website with respect to its usability and accessibility level. Our investigation extends previous studies by using eye movement analysis to understand users' behaviour with respect to page design, structure and perception. ...
... As the authors in [26] explain, visually impaired users, and specifically blind users, perform hypertext navigation in a similar fashion to sighted users and also scanning navigation which corresponds to sighted users' eye-movements. Eye tracking technologies are now increasingly used in studies such as [9, 15, 20, 14, 29] that analyse the user behaviour in Web search or to reveal possible usability and accessibility problems. Studies such as [9, 20] try to understand how sighted users interact with Web page designs and how they decide on how to proceed. ...
... Eye tracking technologies are now increasingly used in studies such as [9, 15, 20, 14, 29] that analyse the user behaviour in Web search or to reveal possible usability and accessibility problems. Studies such as [9, 20] try to understand how sighted users interact with Web page designs and how they decide on how to proceed. They notice that when users interacted with a list of ranked results of Web search engines they focused on the first two links (and respective abstracts) of the results [9]. ...
The rapid advancement of World Wide Web (Web) technology and constant need for attractive Websites produce pages that hinder visually impaired users. We assert that understanding how sighted users browse Web pages can provide important information that will enhance Web Accessibility, especially for visually impaired users. We present an eye tracking study where sighted users' browsing behaviour on nine Web pages was investigated to determine how the page's visual clutter is related to sighted users' browsing patterns. The results show that salient elements attract users' attention first, users spend more time on the main content of the page and users tend to fixate on the first three or four items on the menu lists. Common gaze patterns begin at the salient elements of the page, move to the main content, header, right column and left column of the page and finish at the footer area. We argue that the results should be used as the initial step for proposing guidelines that assist in designing and transforming Web pages for an easier and faster access for visually impaired users.
... Sin embargo, aun reuniendo estas características que destacan Nielsen y Pernice (2010), no todas las fotografías tienen el mismo poder de atracción. Es aquí donde entra en juego el tamaño, factor capital para que una imagen pueda llamar la atención del usuario.Un estudio previo del PoynterInstitute (Outing, Ruel, 2004), indicaba que el tamaño de las imágenes tiene una gran influencia en la capacidad de atracción y atención por parte de los usuarios. Para llevar a cabo la investigación, se realizó un test de usuarios con 46 participantes. ...
... El comportamiento de los usuarios ante la presencia de fotografías en las que aparecen rostros de personas ha sido estudiado con anterioridad. Destaca el ya citado estudio realizado por el PoynterInstitute, que en 2004 se ayudó de la técnica del eye trackingpara llevar a cabo un test de usuarios con 46 participantes (Outing, Ruel, 2004). Durante una hora los usuarios navegaron por diferentes portales web de noticias ficticios, creados por los propios investigadores. ...
... Some authors consider that these flows often have 'hidden messages' suggested by the different juxtapositions of audiovisual material 9 . These hidden messages, though possibly not intentional or planned, can contradict, contrast, or complement the message of the primary content, or even suggest new meanings 8 See Holmqvist and Wartenberg (2005) and Outing and Ruel (2004), among others. 9 See Budd, Craig, and Steinman (1985), Caputi (1991), Corcoran (1987), and White (1987). ...
... Larger items attract readers' attention earlier and longer than smaller items (Holmqvist & Wartenberg, 2005). These two findings have been replicated in eye-tracking studies of online home pages (see Outing & Ruel, 2004). Picture-less areas are seen less often than areas with images. ...
Juxtaposition is a complex phenomenon that exists abundantly in media messages, at least since early newspapers. Nevertheless, while many studies focus in the effects of news and while the research on context effects is broad, studies about context effects in news reception are scarce. A hypothesis proposed by media critics suggests that the juxtaposition of news-especially the mixing of tragic and trivial content-fosters trivialization. In the present thesis, I explore how the evaluation of news-in terms of importance, interest, and potential participation-changes when an event is presented without and with spatial juxtaposition, and in different priming conditions. An analysis of 2299 observations, in which 425 individuals participated in the evaluation of 60 pairs of news stories from three different content categories and importance levels, shows that there are significant contexts effects due to news juxtaposition. While there is a large trend toward assimilation, results show that-against criticisms-the combination of tragic and trivial news fosters contrast, whereas the combination of tragic with other tragic or serious news stories fosters assimilation. Experimental results are compared to a theoretical model to test its predictions regarding the effects of juxtaposition in the evaluation of stimuli. Media not only affect the amount and kind of information that individuals get about events, but also how they cognitively represent them and the contextual stimuli with which they mentally compare them. Even when they have been overlooked in political communication research, news contexts, as proved in the present study, affect how individuals evaluate news events in terms of importance, interest, and their potential participation on them. Juxtaposition, hence, affects news perception and different contexts activate different mental representations that promote different interpretations and evaluations of news events. Context effects in news reception add evidence to the research finding that human evaluations are relative and vulnerable to media effects, since messages and their contexts affect the recency and frequency with which mental representations are activated.
... Oba grafička dizajnera imaju višegodišnje iskustvo rada u kreativnim agencijama, a danas rade kao free lance grafički dizajneri. Oba programera imaju višegodišnje iskustvo u programiranju i izradi web [36], [35], [64], [65], [37]. ...
... Gotovo iste nalaze donosi i studija kretanja oka po web stranicama dnevnih novina [65] koja Rezultati istraživanja čitkosti teksta s tablet uređaja prikazani u poglavlju 5.4. pokazala su slične rezultate kao i ranija istraživanja [43] kada je u pitanju odnos u brzini i težini čitanja teksta s papira i teksta sa zaslona računala, odnosno kada je u pitanju čitkost serifnih fontova [48]. ...
... The click maps show an apparent similarity to 'heat maps' gained from eye-tracking studies, depicting the regions of user attention on the screen, as reported by Outing and Ruel (2004), Nielsen (2006), and Shrestha and Lenz (2007). This likeness indicates a correlation between user attention and the selected links -not completely surprising if the short stay times of users are considered. ...
... Experts who support 'wide screen designs' are(Ottaway, 2004; Peterson, 2005) and for intranets(Nielsen, 2005). ...
In the past decade, the World Wide Web has been subject to dramatic changes. Web sites have evolved from static information resources to dynamic and interactive applications that are used for a broad scope of activities on a daily basis. To examine the consequences of these changes on user behavior, we conducted a long-term client-side Web usage study with twenty-five participants. This report presents results of this study and compares the user behavior with previous long-term browser usage studies, which range in age from seven to thirteen years. Based on the empirical data and the interview results, various implications for the interface design of browsers and Web sites are discussed.
A major finding is the decreasing prominence of backtracking in Web navigation. This can largely be attributed to the increasing importance of dynamic, service-oriented Web sites. Users do not navigate on these sites searching for information, but rather interact with an online application to complete certain tasks. Furthermore, the usage of multiple windows and tabs has partly replaced back button usage, posing new challenges for user orientation and backtracking. We found that Web browsing is a rapid activity even for pages with substantial content, which calls for page designs that allow for cursory reading. Click maps provide additional information on how users interact with the Web on page level. Finally, substantial differences were observed between users, and characteristic usage patterns for different types of Web sites emphasize the need for more adaptive and customizable Web browsers.
... It can be hypothesized that the reason they might pass unnoticed is their position within the interface; in the later versions of both iTunes and Windows Media Player, the search bar is located on the top-right corner. Studies have shown that people tend to start looking at the screen from the top-left cor-ner, thus the importance of placing essential components of media player on that position (Outing & Ruel, 2004). Spotify's mode of interaction relies on the users initiative to search for songs, thus the search bar is an essential part of the interface and is located in the left-top corner (see Figure 5.1(c)). ...
... 2. The Search bar is positioned in the top-right corner, since it is the first place users concentrate their attention when scanning through a computer screen (Outing & Ruel, 2004). In Figure 6.1: ...
... Eyetracking studies have investigated how people read news web pages [15], suggesting that the first entry point for most web pages is located in the upper left corner and is usually a headline. In studies on banner adverts in web pages when users were asked to recall static or animated adverts, no significant effect was found on the ability to recall and recognize banner Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. ...
... Hence overall impression, which we have articulated as attractiveness, is a compound of influences from usability during interaction (poor usability causing adverse memory), and aesthetics, where good design can have a positive influence on user perception of information and the overall system [8]. Aesthetic design may also influence attention by presenting a clear structure, as measured in the classic aesthetics dimension [15]. Overall, user satisfaction and memory of websites is a complex topic which the above model has only touched upon. ...
An investigation into user attention and design quality in websites is described. The investigation combined reported attention to areas of interest, with free memory recall and a questionnaire to assess whether areas of interest that users attended to were also remembered and rated well in terms of aesthetic design and usability. Users' memory of areas of interest and design features agreed reasonably well with their reported attention. The sites which were rated more attractive overall had an open layout, extensive use of animations which drew users' attention, and good aesthetic design ratings. Aesthetics was the more important determinant for overall attractiveness; whereas content, brand and usability were more important for overall preference. Based on the analysis, design guidelines for directing user attention are proposed.
... This was necessary, as previous research has shown a left-side viewing bias due to left-to-right reading. Outing and Ruel (2004) and then Hill (2010) showed how the bottom right corner of the webpage was viewed last and the upper left corner first. This tendency to look to the left side of the screen first and longer has been proven multiple times after that (Hernandez et al., 2017;Afsari, 2018). ...
This paper aims to determine how using sexualised images in advertisements influences the attention and preference of consumers with a modern attitude towards gender stereotypes. This research used a methodological approach based on eye tracking of the perception of advertising images – an eye-tracking study measured how the general attitudes towards gender roles mediate attention. A control question for attitudes towards gender stereotypes was used. The degree of preference for advertising was also examined in the study. The results show that sexual stimuli are not more eye-catching than non-sexual, as sexual advertisements do not capture attention faster and are not viewed for a longer time than non-sexual advertisements. The originality and value of the study lies in the fact that the article supports the right marketing decisions to overcome gender stereotypes in advertising, to avoid advertising errors associated with unjustified sexualisation and eroticisation of visual advertising images and models. It also suggests directions for future research on various aspects of gender stereotypes in advertising.
... ◊ Design specific studies, such as 'Eyetrack III' by the Poynter Institute [14], which address issues such as 'the typical scanning pattern on a homepage' and 'how are headlines or text blocks read by users'. With the help of eye-tracking, these studies investigate where people are looking and which design changes might affect their behaviour. ...
... y of appearance of an issue is the most important determinant of its prominence. For this study, it was observed that PDAF-related articles were being published on a day-to-day basis, with strong compliance to the highest scales provided for this research's variables. This means that PDAF is considered as a prominent issue by the three broadsheets.Outing (2009) also runs parallel with this research when it argued that the eyes are most often fixated first in the upper left of the page, then remained in that area before following a pattern from left to right. Moreover, this can be supported by the claim of Gildersleeve (2014) that newspaper organizations often employ the inverted S or Z-pattern ...
... The results have also shown that the consumption of the content on the tablet newspaper page follows the previously established reading patterns [20] in which, if there are no dominant visual elements on the page, the dominant content is in the upper left corner and then the content is read towards the opposite corner and further, depending on the reader's preferences. This is similar to the results of other research [21] showing that dominant titles attract more attention if they are located in the upper left corner of the page being watched, followed by the articles in the middle and the bottom quarter of a page (later apearing as the last appealing one). The limitation of this research was a relatively small number of test users and limited options for the interaction with application simulation. ...
The research was conducted using the simulation of the iPad's daily newspaper application. Results show that the position of the article compared to the same article in different position, as well as photography or other multimedia formats added to the article, is not of crucial importance to the selection of article by readers. On pages with no dominant visual elements readers prefer the upper left corner of the screen.
... In our research we have a predefined set of advertisements with different prices regardless of the position they get allocated. The Eyetrack III [18] research investigates people's eye movements over Web pages. More frequently watched areas in the banner may be assigned a higher price. ...
... Studies have focused on specific usability goals and have been relatively narrow in their scope, producing data that is difficult to apply directly to accessibility research. More recently, studies have become more ambitious, attempting to model interaction with Websites [9,16,20,23]. Such models and profiles of standard user interaction with Websites potentially provide valuable information about what is actually missing when access is limited (rather than what is assumed to be missing). ...
As new technologies emerge, and Web sites become increasingly sophisticated, ensuring they remain accessible to disabled and
small-screen users is a major challenge. While guidelines and automated evaluation tools are useful for informing some aspects
of Web site design, numerous studies have demonstrated that they provide no guarantee that the site is genuinely accessible.
The only reliable way to evaluate the accessibility of a site is to study the intended users interacting with it. This chapter
outlines the processes that can be used throughout the design life cycle to ensure Web accessibility, describing their strengths
and weaknesses, and discussing the practical and ethical considerations that they entail. The chapter also considers an important
emerging trend in user evaluations: combining data from studies of “standard” Web use with data describing existing accessibility
issues, to drive accessibility solutions forward.
... In our research we have a predefined set of advertisements with different prices regardless of the position they get allocated. The Eyetrack III [18] research investigates people's eye movements over Web pages. More frequently watched areas in the banner may be assigned a higher price. ...
The problem addressed in this paper is the allocation of multiple advertisements on a Web banner, in order to maximize the revenue of the allocated advertisements. It is essentially a two-dimensional, single, orthogonal, knapsack problem, applied to pixel advertisement. As this problem is known to be NP-hard, and due to the temporal constraints that Web applications need to fulfill, we propose several heuristic algorithms for generating allocation patterns. The heuristic algorithms presented in this paper are the left justified algorithm, the orthogonal algorithm, the GRASP constructive algorithm, and the greedy stripping algorithm. We set out an experimental design using standard banner sizes, and primary and secondary sorting criteria for the set of advertisements. We run two simulations, the first simulation compares the heuristics with an optimal solution found using brute force search, and the second simulation compares the heuristic algorithms to gain a better insight into their performance. Finding a suitable pattern generating algorithm is a trade-off between effectiveness and efficiency. Results indicate that allocating advertisements with the orthogonal algorithm is the most effective. In contrast, allocating advertisements using the greedy stripping algorithm is the most efficient. Furthermore, the best settings per algorithm for each banner size are given.
... In our research we have a predefined set of advertisements with different prices regardless of the position they get allocated. The Eyetrack III [16] research investigates people's eye movements over Web pages. More frequently watched areas in the banner may be assigned a higher price. ...
Pixel advertisement represents the presentation of small advertisements on a banner. With the Web becoming more important
for marketing purposes, pixel advertisement is an interesting development. In this paper, we present a comparison of three
heuristic algorithms for generating allocation patterns for pixel advertisements. The algorithms used are the orthogonal algorithm,
the left justified algorithm, and the GRASP constructive algorithm. We present the results of an extensive simulation in which
we have experimented with the sorting of advertisements and different banner and advertisement sizes. The purpose is to find
a pattern generating algorithm that maximizes the revenue of the allocated pixel advertisements on a banner. Results show
that the best algorithm for our goal is the orthogonal algorithm. We also present a Web application in which the most suitable
algorithm is implemented. This Web application returns an allocation pattern for a set of advertisements provided by the user.
... The reason is that given stories are likely to draw more audience visits or less audience visits according to their placements. Recent research on audience eye movement on a Web site (Outing & Ruel, 2004) supports the importance of story placements. It found that online readers' eyes started from the upper left screen of a news Web site to center parts to lower portions. ...
This study explores two primary dimensions of salience, such as attention and prominence, among coverage of four major online newspapers, which are NYTimes.com, USATODAY.com, washingtonpost.com, and LATimes.com. The four major online newspapers agree with not only issue agendas (attention of salience) but also story placement (prominence of salience). Specifically, NYTimes.comand washingtonpost.compost more important stories on the most visible areas of their major sections and publish less important stories on the bottom areas of the sections. This indicates the potentials of major online newspapers to influence other news media. Because news Web sites are major information sources, the convergence of attention and prominence is likely to affect public opinion.
... Results from previous eye tracking studies (Outing S. and Ruel L. 2004) have highlighted the fact that users' can recall information more accurately when this is received in a multimedia format. Hence, immersive environments offer potential for engaging users in new ways of receiving information and learning. ...
Immersive environments offer significant potential for engaging users in new ways of receiving information and learning. Although, commercial head-eye trackers offer advantages when compared to Open Source Software (OSS) solutions, their use for research presents the same problem as many proprietary software and hardware: restricted access to data and protocols. To overcome these problems, this paper describes the development of OSS which was designed to be used with either commercial or open source hardware. Particular focus was on designing the software from the ground up, to work with immersive environments. As a result, the Point of Regard (PoR) head-eye tracking software uses an open source library which takes as data input a users' head position, head orientation and eye data from any device giving the freedom to the developer for manipulating the resulting combined data.
I denne artikel kortlægges og analyseres de stilistiske greb, journalister bruger for at vække læsernes interesse på nettet. Her er konkurrerende historier kun et gratis klik væk, og rubrikkens form bruges derfor i udtalt grad til at fange og fastholde læserne. Analyserne viser, at journalister bruger en bred vifte af retorisk-stilistiske virkemidler for at pirre nysgerrigheden, bryde forventningen, aktivere forestillingsevnen og stimulere symmetrisk tænkning. Nogle af grebene er gamle kendinge fra antikke beskrivelser af ornatus, andre er nyere og mere mediespecifikke, heriblandt kataforer, der skaber spænding ved at tilbageholde information. Artiklen positionerer sig normativt ved kritisk at diskutere konsekvenserne af en sådan sproglig strategi, der sælger historien ved at sløre indholdet i rubrikken. Samtidig fremhæves en række fyndige alternativer, hvor rubrikkens form fremmer forståelsen og lever op til retorikkens klassiske stildyder, virtutes elocutionis.
Based on the cognitive psychology of selective attention and priming effect, and visual display effect, this research aims to explore how banner advertisements in the portal sites affect brand communication after end user enter the web. This study uses online SSI Web questionnaire and Technique for Order Preference by Similarity to Ideal Solution (TOPSIS) method. The prime age group selection considers the brand communication effect simultaneously from involvement, advertising attitude, purchase intention and attractiveness of advertisement content. Finally, TOPSIS are presented as an empirical example in brand communication effect on the web portal. The result indicates that the advertising through portal site has optimal brand communication effect on age between 20 to 29 years. The results can help business to make efficient decision. Managerial issues and future work of this paper are discussed.
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This paper, we investigate how the positioning of design elements influences the level of attention that consumers pay to the packaging of convenience food. We carry out a laboratory experiment with ninety-eight individuals and use physiological measurements, obtained by eye-tracking methods, to assess levels of attention, proxied by fixation count. The participants are exposed to different combinations of four individual elements (image, logo, flavor, and quick product information) distributed among the four quadrants (top-right, top-left, bottom-right and bottom-left) of the packaging to measure which of these positions catches consumers’ attention the most. In line with the literature on the design of packaging, we show that the position of the image, logo and flavor attributes consistently alters consumers’ attention levels. No effect is found for the quick information element. We argue that such findings may guide brand managers and product designers to propose more appealing packaging to optimize potential market success.
A disputa por espaço comercial nas diversas mídias, o desenvolvimento de sítios eletrônicos atraentes, entre outras atividades, exige compreender como se desenvolve o arranjo de imagens que potencialmente afetem o sujeito a partir da construção de individualidades. Nos últimos 50 anos, psicologia, neurologia e tecnologia vem se aliando nessa direção, em estudos como os do movimento dos olhos e do comportamento pupilar, entre outros. Por outro lado, é possível que a busca por compreender a percepção humana com a finalidade de conduzir o olhar do espectador não se restrinja aos nossos dias. Este artigo pretende lançar um olhar sobre uma das mais importantes obras de Rafael Sanzio: A Transfiguração. Nosso objetivo é demonstrar que as metodologias em projeto gráfico atuais já eram praticadas no século XVI, pelo menos, por este renomado artista.
Das Rohdrehbuch (Treatment) ist der zweite Schritt in einem Web-Projekt und beschreibt die Inhalte der künftigen Internetpräsenz, die grundlegende Struktur der Bildschirmseiten für unterschiedliche Endgeräte und die Navigationsmöglichkeiten zwischen den Seitentypen. Im Hinblick auf das Projektmanagement umfasst es die Organisation der Projektphasen und Qualitätssicherungsmaßnahmen sowie eine verfeinerte Aufwand- bzw. Kostenplanung.
Ziel des Feinkonzepts (Drehbuch) ist die umsetzungsreife Beschreibung der zu entwickelnden Web-Applikation. Dazu müssen die dynamischen Abläufe der Mensch-Computer-Interaktionen definiert und die Wireframes aus dem Rohdrehbuch um detaillierte Angaben zu Maßen, Erscheinung und Verhalten aller Bildschirmelemente ergänzt werden. Alle eingesetzten Methoden sind dabei bewusst einfach gehalten, um ein frühzeitiges Einbeziehen aller Beteiligten und Betroffenen zu erleichtern. Ergänzt um die Planung von Produktionsaktivitäten und Finanzen stellt es eine fundierte Entscheidungsgrundlage dar, ob mit der Realisierung wie geplant begonnen wird, Änderungen erforderlich sind oder das Projekt gestoppt wird.
The purpose of this paper is to explore and discuss user consultation behaviour on the basis of eye-tracking data and interview data. To date the focus has been almost exclusively on the use of log files in Internet lexicography - an approach which is questioned in this article. The paper is based on empirical data from an exploratory eyetracking study of the user consultation behaviour of six participants and on interview data from a follow-up post-study interview of the participants. The paper elucidates and discusses the consultation behaviour in Internet lexicography and shows not only at what the participants looked, but also how they accessed lexicographic data. The paper presents a suitable method for using eye-tracking studies in Internet lexicography and advocates an increased use of this method to produce empirical data upon which additional theoretical considerations on the information and data access process can be developed. Finally, the implications for further research in user consultation behaviour are briefly explored.
Based on the cognitive psychology of selective attention and priming effect, and visual display effect, this research aims to explore how banner advertisements in the portal sites affect brand communication after end user enter the web. This study uses online SSI Web questionnaire and Technique for Order Preference by Similarity to Ideal Solution (TOPSIS) method. The prime age group selection considers the brand communication effect simultaneously from involvement, advertising attitude, purchase intention and attractiveness of advertisement content. Finally, TOPSIS are presented as an empirical example in brand communication effect on the web portal. The result indicates that the advertising through portal site has optimal brand communication effect on age between 20 to 29 years. The results can help business to make efficient decision. Managerial issues and future work of this paper are discussed.
Phishing, also called brand spoofing, has become the most troubling scam on the Internet, which seriously threatens the Web security. The essence of phish is that “robbers” use false sites, which look like a trustworthy brand site, where favicon, logo and copyright notice are important brand identities. We analyzed 78-day phishing data of PhishTank and Anti-Phishing Working Group (APWG). The statistics show that more than 98.93% phishing sites contain at least one brand entity—favicon, logo or copyright notice. Indeed, only a few lowest-quality phishing campaigns do not use such brand elements. Obviously, brand entities are powerful weapons of phishers to trick users. By analyzing the characteristics of brand entities in phishing sites, several brand identity features are extracted. However, only brand entities do not consider whether the Web page with brand entities belongs to the corresponding brand or has an authorization to use the brand entities. To solve this problem, redirection, incoming links and Domain Name System (DNS) information-based brand authorization features are further extracted to discriminate the sites with branding rights from phishing sites. Based on extracted features, statistical anti-phishing classification models are trained. We collected a diverse spectrum of corpora containing 3863 phishing cases from PhishTank and APWG, and 17 571 legitimate samples from DMOZ, Google and DNS resolution log. Experimental evaluations show that the model achieves 98.8% true positive rate and 0.09% false positive rate, which demonstrates the competitive performances of extracted features for statistical anti-phishing in practice. Copyright © 2014 John Wiley & Sons, Ltd.
Users' visual attention measured by eyetracking fixations was investigated in web pages with different designs. Browsing and search conditions were tested. Layout structure influenced attention with fixation densities being concentrated in upper parts of pages according to the layout structure. In sites with open graphical layouts, animations and images dominated attention. In the search condition, attention patterns focused on salient objects and information-scent components leading to the targets. Based on the results, a model of structured directed visual attention was proposed and implemented in the Web Page Analyser tool (WPA) to predict heat maps of visual attention. Validation of the tool demonstrated good accuracy in browse and search modes.
Dado que a informação é, hoje em dia, significativa mente e em múltiplos contextos, veiculada de forma multimédia, a análise da recuperação da informação visualizada e do registo do movimento dos olhos em tarefas de observação pode fornecer informações relevantes sobre a interacção registada entre os diferentes meios de representação utilizados, nomeadamente sobre a c ompetição entre eles. A possibilidade de aceder a valores relativos ao te mpo de percepção gasto com cada um destes meios, se contrastada com a qualidad e e quantidade da informação posteriormente recuperada da memória, permite também identificar vantagens e desvantagens da utilização de diferentes tipos de t extos, quando anexados a imagens. Optámos por apresentações bimédia, com material pictural e verbal escrito, sendo o material escrito distribuído ora como parte integ rante da imagem ora como legenda. Para distinguirmos legendas de outros tipos de text os verbais que podem envolver as imagens reproduzidas, assumimos que, no caso da legenda, a produção do texto verbal que a constitui é sempre posterior à reprodu ção da imagem e que a função da imagem, relativamente ao texto da legenda, não é a de mera ilustração. Considerámos legendas as instâncias textuais anexadas a imagens reproduzidas — que em função dessa mesma anexação se constituem em instâncias picturais de textos híbridos — e cuja informação, na totalidade ou em parte, não faz sentido se isolada da sua relação com a imagem, antes servindo para ajudar a identifi car e compreender a instância pictural em função dos objectivos da sua reprodução e tendo em conta que a legenda só será apresentada anexada a esta (cf. Baptista, 2005 :227). Na linha da proposta de tipologia de legendas apres entada em Baptista (2005:231 e ss.), testámos imagens com legendas mostrativas (aq uelas que se referem a elementos
Although much effort is spent in developing navigation systems for pedestrians, many users with special needs are mostly excluded due to a lack of appropriate geographical data such as landmarks, waypoints, or obstacles. Such data is necessary for computing suitable routes because the best route might not be the shortest or fastest one. In this paper, the concept of multimodal annotation of geographical data for adaptive and personalized navigation is described. Direct input by the user is combined with data derived from the observation of the user's LOM-Modality (Location, Orientation, Movement) to annotate geographical data. Based on this data and data åderived from other users of the same user group, suitable routes even in unknown territory can be calculated.
Developing computer accommodations for users with reading disabilities involves several challenges: diversity of needs, stigma risks, and self-advocacy issues. This paper proposes a two-fold approach to address these issues. First, participatory design with reading-disabled users will inform necessary directions for technology development. Second, to help individual users identify what accommodations can benefit them, intelligent software will be developed. This software will also aid in the configuration of the accommodations.
With the growing focus on user-centered design by HCI researchers and practitioners, it is perhaps ironic that the visually impaired community continues to encounter challenges when interacting with the Web. Access is believed to be improved through the use of haptic technologies. However, due to the limited availability of targeted haptic design guidelines, developers could arbitrarily select and map sensations, with little consideration given as to how the sense of touch could provide assistance to a blind user. Research aims to address the limitations associated with existing assistive technologies, by developing haptic feedback which provides both spatial and navigational assistance when accessing the Internet. This research aims to culminate in a haptic framework, for designers to reference when developing accessible solutions for the Web.
The Sc@ut platform is a series of tools for creating augmentative and alternative communication (AAC) systems. This platform is based on a two-level architecture: the communicator and the meta-communicator. The meta-communicator is used by designers (usually the child's educators or parents) to create and adapt the communicator. The communicator is used by a person with disabilities (normally a child) who interacts with it in order to communicate. In this paper, we will propose the addition of a new system to help designers and which provides the platform with automatic evolution and adaptation.
Computer vision algorithms for visio-haptic information analysis, i.e., the conversion of visual data into haptic (tangible) features, can be utilized in wearable assistive devices for individuals who are blind. Touch is an important modality for individuals who are blind, but it is limited to the extent of one's reach. By estimating how an object feels from its visual image, we are able to overcome this limitation. This paper proposes a wearable assistive device to estimate haptic features from visual data to enable users to feel objects from a distance.
Diverse types of news websites compete with one another to attract Internet users’ attention. This context raises the following questions: Do different news websites update their content on a real-time basis to attract users? What is the status of immediacy in online media? This study casts doubt on the notion that vast amounts of instantly changed news circulate among online media. This doubt asserts that the immediacy of online news is a myth because it reflects only the beliefs of researchers, journalists, and users. Further, this myth ignores the fact that institutional practices govern the news production activity of news websites. This mythological nature of immediacy has not received sufficient attention in previous research. This study tracks news websites in South Korea, a leading country in broadband penetration, to demonstrate this mythological status of immediacy.
Resumo: Desenvolvemos uma proposta de interface, projetada para diferentes públicos, tanto para educação à distância, quanto para educação presencial, levando em consideração os interesses que conduzem a utilizar o Moodle como uma ferramenta de ensino. O projeto de interface é baseado nos estudos de Ergonomia da Interação Homem-Computador, com especial atenção à usabilidade de sistemas, aqui relacionada à capacidade de um sistema ser usado de modo fácil e com eficiência. Assim, propomos uma customização do Moodle visando facilitar o aprendizado e simplificar os processos de interação entre usuários. Tratamos um caso específico do projeto envolvendo o ensino de matemática, para o qual desenvolvemos módulos específicos, que permitem maior suporte tanto à navegabilidade quanto aos processos interativos de aprendizagem específicos. Descrevemos neste trabalho o projeto de um dos módulos.
Classic search engine results are presented as an ordered list of documents and the problem of presentation trivially reduces to ordering documents by their scores. This is because users scan a list presentation from top to bottom. This leads to natural list optimization measures such as the discounted cumulative gain (DCG) and the rank-biased precision (RBP). Increasingly, search engines are using two-dimensional results presentations; image and shopping search results are long-standing examples. The simplistic heuristic used in practice is to place images by row-major order in the matrix presentation. However, a variety of evidence suggests that users' scan of pages is not in this matrix order. In this paper we (1) view users' scan of a results page as a Markov chain, which yields DCG and RBP as special cases for linear lists; (2) formulate, study, and develop solutions for the problem of inferring the Markov chain from click logs; (3) from these inferred Markov chains, empirically validate folklore phenomena (e.g., the "golden triangle" of user scans in two dimensions); and (4) develop and experimentally compare algorithms for optimizing user utility in matrix presentations. The theory and algorithms extend naturally beyond matrix presentations.
We offer a nuanced examination of the way that realism can impact internal and external validity in HCI experiments. We show that if an HCI experiment lacks realism across any of four dimensions--appearance, content, task and setting--the lack of realism can confound the study by interacting with the treatment and weakening internal or external validity. We argue furthermore, that realism can be increased while still maintaining control: analogue experiments allow researchers to conduct experiments in more ecologically valid environments and online experiments bridge the gap between the cleanroom and field. While increasing the level of realism in an experiment can introduce noise, technological developments have made it easier to collect rich analytics on behavior and usage.
Consider the problem of laying out a set of n images that match a query onto the nodes of a grid. We are given a score for each image, as well as the distribution of patterns by which a user's eye scans the nodes of the grid and we wish to maximize the expected total score of images selected by the user. This is a special case of the \emph{Markov layout} problem, in which we are given a Markov chain M together with a set of objects to be placed at the states of the Markov chain. Each object has a utility to the user if viewed, as well as a stopping probability with which the user ceases to look further at objects. This layout problem is prototypical in a number of applications in web search and advertising, particularly in an emerging genre of search results pages from major engines. In a different class of applications, the states of the Markov chain are web pages at a publishers website and the objects are advertisements. We study the approximability of the Markov layout problem. Our main result is an approximation algorithm for the most general version of the problem. The core idea is to transform an optimization problem over partial permutations into an optimization problem over sets by losing a logarithmic factor in approximation, the latter problem is then shown to be sub modular with two matroid constraints, which admits a constant-factor approximation. In contrast, we also show the problem is APX-hard via a reduction from {\sc Cubic Max-Bisection}. We then study harder variants of greater practical interest of the problem in which no \emph{gaps} -- states of M with no object placed on them -- are allowed. By exploiting the geometry, we obtain an approximation algorithm when the digraph underlying M is a grid and an approximation algorithm when it is a tree. These special cases are especially appropriate for our applications.
One of clever ideas that appeared over the Internet in 2005 was pixel advertisement. The simple concept was to present a big
graphical table filled with small pictures linking to web-resources. In current research we propose to merge functionality
of banners with clever idea of sharing its space among many expandable small graphical ads linking to various web-sites. Micro-graphics
are expanding when the user moves mouse cursor over the image and the ad may display a piece of information (text, graphics,
voice, animation) rich enough to give the user a taste of what he can expect after a click on the link. In this paper we propose
a model how to arrange multiple pictures in the shape of a banner displayed on web pages: a heuristic algorithm able to produce
advertising banner matching required context. We also provide experimental analysis of effectiveness of the algorithm. Conceptual
work is illustrated by a prototype system implementing proposed features.
Existing static visualization techniques for eye-tracking data do not make it possible to easily compare temporal information,
that is, gaze paths. We review existing techniques and then propose a new technique that treats time as the prime attribute
to be visualized. We successfully used the new technique for analysing the visual scanning of web search results listings.
Based on our experiences, the new visualization is a valuable tool when the temporal order of visiting Areas of Interest (AOI)
is the main focus in the analysis, the AOIs have a natural linear order, there are many AOIs to produce interesting patterns,
and the AOIs fill most of the coordinate space being studied.
Users’ attention was investigated by eye tracking, combined with reported rating of areas of interest, and free recall memory
of six operational websites. The sites differed in the pattern of fixations recorded depending on their layout structure.
Fixation durations and areas of interest were generally correlated but exceptions were present in both directions. The sites
which were rated more attractive overall had an open layout and high density fixations on animations. The sites which were
preferred overall had column layout, and content with brand seemed to be the more important determinants for preference. Fixation
densities were closely related to reported user interest for 4/6 sites but not for two e-commerce sites. Reported attention,
positive memory and overall preference were weakly related.
One of the most spectacular phenomenon that appeared over the Internet in 2005 was pixel advertisement or, to be more precise,
web page with graphical micro-ads. The freshness and extreme simplicity of the concept to sell small 100-pixel squares on
a virtual billboard to publish an image linking to another resource was a subject of many articles published in the Internet.
However, success of MillionDollarHomePage.com project was hard to repeat. The winner took the cream. In the paper I try to
identify and analyze success factors and weak points of the new concept in the Internet marketing. Several changes and improvements
are proposed to focus users attention on the geographical context of micro-ads placed on a map in the background. Conceptual
work is illustrated by a prototype system offering proposed features.
In the past decade, the World Wide Web has been subject to dramatic changes. Web sites have evolved from static information resources to dynamic and interactive applications that are used for a broad scope of activities on a daily basis. To examine the consequences of these changes on user behavior, we conducted a long-term client-side Web usage study with twenty-five participants. This report presents results of this study and compares the user behavior with previous long-term browser usage studies, which range in age from seven to thirteen years. Based on the empirical data and the interview results, various implications for the interface design of browsers and Web sites are discussed. A major finding is the decreasing prominence of backtracking in Web navigation. This can largely be attributed to the increasing importance of dynamic, service-oriented Web sites. Users do not navigate on these sites searching for information, but rather interact with an online application to complete certain tasks. Furthermore, the usage of multiple windows and tabs has partly replaced back button usage, posing new challenges for user orientation and backtracking. We found that Web browsing is a rapid activity even for pages with substantial content, which calls for page designs that allow for cursory reading. Click maps provide additional information on how users interact with the Web on page level. Finally, substantial differences were observed between users, and characteristic usage patterns for different types of Web sites emphasize the need for more adaptive and customizable Web browsers.
This paper argues that an efficient and successfully built website is crucial to the future success of college sports websites. By focusing on the Cal Poly Women’s Lacrosse team and its website, visual communication research gives insight into what works and what does not. The fundamental and design elements examined include: text elements, site navigation, accessible links, presence of news, communication and graphics (visual design). These are the elements that promote success and efficiency. Compared to other websites built and maintained by teams in the women’s lacrosse league, Cal Poly’s lacks foundational website material. General website research proves this and an interview with Will Oakley, website designer for Laxteams.net does as well. Understanding the importance of good web design is the first step in this program’s success online. The conclusion includes massive reconstruction and maintenance of the lacrosse website.
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