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10 Essential Facts: Human Eye Tracking

Eye tracking studies can reveal exciting insights into what attracts human brain on a visual, reveal expected and not so expected tendencies, as well as some bewildering and out of the box trends.

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10 Essential Facts: Human Eye Tracking

  1. 1. 10 ESSENTIAL FACTS: HUMAN EYE-TRACKING
  2. 2. WHERE ARE YOU LOOKING MOST OF ALL AT THIS DOLCE & GABBANA AD? Fact 1.1 Whatever your answer was, majority of people are looking at Scarlet Johansson’s face thus proving that human faces naturally attract attention. Eye tracking studies reveal exciting insights into what attracts human brain on a visual, expected and not so expected tendencies, as well as some bewildering and out of the box trends. .
  3. 3. NOW LOOK AT THIS CHAP WITH AN EXTREMELY LONG BEARD IN GARNIER FRUCTIS AD, WHAT ATTRACTS YOUR ATTENTION? Fact 1.2 In spite of a complex and funky composition, most people keep on watching at the guy’s face, not at his ‘beard’ or the girl’s shoulders and legs.
  4. 4. THIS IS A SMART WATER AD AND IT DOES A GOOD JOB IN MAKING USERS NOTICING THE BOTTLE OF WATER. Fact 1.3 People still do look at the model’s face and they also get fixated on the model’s shoulder. The movement of his hand make you wonder – what is he taking out of his pocket?
  5. 5. APART FROM LOOKING AT THE HUMAN FACES, PEOPLE PAY A LOT OF ATTENTION TO JEWELLERY AND ACCESSORIES. Fact 2 Rings, a collier, a watch and a zipper receive as much attention as the facial features of the two models.
  6. 6. OBSERVING A SHELF IN A SUPERMARKET, CONSUMERS WILL CONCENTRATE ON PRICE TAGS. Fact 3 When looking at grocery product (meat), people first of all fixate on the product itself, and second of all they study the details on the label and finally the sticker. It is a good idea to let the package show the product.
  7. 7. LOOKING AT THIS H&M SWIMWEAR AD, WHAT DO YOU NOTICE FIRST OF ALL AND WHERE DO YOU LOOK MOST? Fact 4.1 All people spend the most time looking at the woman’s face. However, the difference between men and women is that men are spending most time looking at the mode’s face, whereas female users also read the rest of the ad.
  8. 8. AND ON THIS TRAINERS AD MEN ARE CONCENTRATED ON THE WOMAN’S BODY AND NOT LOOKING AT THE SHOES AT ALL. Fact 4.2 Women also cheek the product details.
  9. 9. DIRECTION OF THE MODEL’S GAZE CAN HINT USERS WHERE TO LOOK AS WELL. Fact 5.1 Here is an example of Sunsilk ad where the model looks at the product and at the user.
  10. 10. AND HERE IS ANOTHER EXAMPLE, WHERE THE MODEL’S GAZE DIRECTS THE USER TO FOCUS ON THE HEADLINE COPY. Fact 5.2 The main conclusion of this study is that rules of thumb apply to the visuals as per common sense. However, since the ‘devil is in details’ testing is crucial for each specific campaign’s success. Luckily tests in digital communications are simple to be implemented.
  11. 11. Thank You 6A Street 200 – Degla – Maadi –Cairo – Egypt www.idigitals.net info@idigitals.net

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