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In Print and Online

Interest at First Glance In Print and Online Grabbing (and Keeping) the Reader’s Attention Roots: History of legibility/readablity/usability 1930s, 33,000 students tested: leading, fonts, size Miles A. Tinker, University of Minnesota Three Eyegaze Studies Eyes on the News 1991 (Print)

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In Print and Online

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  1. Interest at First Glance In Print and Online Grabbing (and Keeping) the Reader’s Attention

  2. Roots: History of legibility/readablity/usability • 1930s, 33,000 students tested: leading, fonts, size • Miles A. Tinker, University of Minnesota

  3. Three Eyegaze Studies • Eyes on the News 1991 (Print) • Neilson/Norman Usability Study 2005 (Online) • Eyetracking the News 2007 (Online and Print)

  4. Eyes on the News 1991 (Print)

  5. Results: Eyes on the News 1991 (Print) • In 1991 the Soviet Union still existed, Eastern Airlines closed after sixty-two years in aviation, the IRA was still bombing London, and the Dow Jones closed above 3,000 for the first time. • Photos attract a lot of attention • Color pulls readers eyes • B/W as effective as color

  6. Results: Eyes on the News 1991 (Print) • Readers look at photo or graphic first • Then headlines, cutlines & teasers, finally text April 1991

  7. Results: Eyes on the News 1991 (Print) • Teasers with graphic get more attention than without 1991 newspaper

  8. Results: Eyes on the News 1991 (Print) • Treat two-page spread as one: reader looks right, then left • Color pulls readers eyes

  9. Results: Eyes on the News 1991 (Print) • Color remembered/ readers lied • Eyetrack showed B/W same as color but readers thought they paid more attention to the color

  10. Neilson/Norman Usability Study 2005 (Online)

  11. Neilson/Norman Usability Study 2005 (Online) • Existing web pages were rewritten and redesigned for the study. Participants compared original and rewritten versions • RESULTS • Readers engaged for 1/2 the time but remembered 34% MORE • F Pattern

  12. Results: Neilson/Norman Usability Study 2005 (Online) • REWRITE + REFORMAT = REMEMBER • Successful pages • Clear, had uncluttered navigation, no superfluous images. • Short text lines • Concise writing, front loaded the main points • Used bulleted lists, used information bearing words as links

  13. Results: Neilson/Norman Usability Study 2005 (Online) Sample of a “clean” website: good navigation, concise, lists

  14. Results: Neilson/Norman Usability Study 2005 (Online) • Unsuccessful images: • Generic stock art, set up photos, images unrelated to context, image appearing as ads, muddy photos, low contrast photos.

  15. Results: Neilson/Norman Usability Study 2005 (Online) • Successful images: • Good composition and cropping, real people, related to context, smiling people, people looking into camera.

  16. Results: Neilson/Norman Usability Study 2005 (Online)

  17. Results: Neilson/Norman Usability Study 2005 (Online)

  18. Eyetracking the News 2007 (Print and Online)

  19. Results: Eyetracking the News 2007 (Print and Online) • Compared: • Online News, Broadsheet Newspapers, Tabloid Newspapers

  20. Results: Eyetracking the News 2007 (Print and Online) • Remarkable Finding: • Once participants chose a story they read MORE thoroughly online than in print, 62% of the story as opposed to 52% and 49% for broadsheet and tabloid. • Online viewers and tabloid readers read the jumps

  21. Results: Eyetracking the News 2007 (Print and Online) • Print: large headlines and fewer, large photos attracted more eyes than smaller images in print. Explanatory graphics, charts got attention. • Online, readers were drawn more to navigation bars and teasers. Maps, weather, traffic were viewed often.

  22. Results: Eyetracking the News 2007 (Print and Online) • Retention: • Readers did better with alternate formats: Q&As, timelines, lists, short sidebars, and quizzes over traditional stories.

  23. Results: Eyetracking the News 2007 (Print and Online) • Scanners (hop around) and Methodical Readers (read top to bottom) • Newsprint: 75% methodical • Online: 50% scanners, 50% methodical

  24. University application: use photos, headlines, captions, pull quotes

  25. University application: use photos, headlines, captions, pull quotes, diagrams

  26. University application: use sidebars

  27. Lessons • Know your audience • Apply findings to your projects, magazine, print, newspaper, web • It’s a changing world: Stay flexible • Challenging times: Learn all you can about reading patterns online and in print

  28. Eyes on the News 1991 (Print) • http://www.poynterextra.org/eyetrack2004/history.htm) • Neilson/Norman Usability Study 2005 (Online) • http://www.ojr.org/ojr/stories/070312ruel/ • Eyetracking the News 2007 (Online and Print) • (http://eyetrack.poynter.org/keys_01.html)

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