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Eye Tracking

Eye Tracking. “Eye tracking follows the eye movements of a person looking at any visual such as a printed ad, an application’s user interface or a page on a website. It is used to analyze the usability and effectiveness of the layout.”. Louis Émile Javal, 1879. Studied reading eye movements.

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Eye Tracking

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  1. Eye Tracking “Eye tracking follows the eye movements of a person looking at any visual such as a printed ad, an application’s user interface or a page on a website. It is used to analyze the usability and effectiveness of the layout.”

  2. Louis Émile Javal, 1879 Studied reading eye movements

  3. Edmund Huey Intrusive contact lens eye tracking device

  4. Charles Judd and Guy Buswell Judd Buswell Used Judd’s camera to analyze eye movements as a function of age and school grade level Discoveries lead to advancements in the fields of education and literacy Created an eye movement camera and used stop-motion observation

  5. Ophthalmograph and Metronoscope

  6. Modern Eye Tracking Equipment

  7. 1980s Eye tracking used to study marketing for the first time Ads in magazines

  8. 1990s Gallup’s eye tracking system used to study NFL games

  9. Print vs. Web vs.

  10. Poynter Institute A school dedicated to teaching and inspiring journalists and media leaders. It promotes excellence and integrity in the practice of craft and in the practical leadership of successful businesses. It stands for a journalism that informs citizens and enlightens public discourse. Started a series of eye-tracking studies in 1990

  11. Poynter 1990 “Eyes on the News” Study Cooperated with Gallup to study 90 newspaper readers

  12. Stanford-Poynter Project 1999 Poynter partnered with Stanford University in Palo Alto, CA Studied online news viewing from 34 readers in Chicago and 33 readers in St. Petersburg, Fla.

  13. Poynter 2003 Poynter and Prof. Laura Ruel, now a professor in the J-School at UNC Studied 46 online readers in San Francisco

  14. Poynter EyeTrack07 Most recent eye tracking study by Poynter Philadelphia Denver St Petersburg, Fla. Minneapolis

  15. Findings Reading Depth Methodical – read top to bottom Scanner - view headlines and display elements without reading much text

  16. Findings Largest headline gets most attention Briefs, Teasers Readers were very interested in op-ed pages Photos, Graphics Advertising Bigger is not always better color

  17. Poynter Institute’s Eye Path

  18. Jakob Nielsen People ignore online ads

  19. Google’s Ads

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