1. 透視眼動背後的認知與情緒
– Beyond usability
Man-Ying Wang
Department of Psychology
Soochow University

2. What does webpage information
design affect ?
 What one looks
at and how he Information processing
looks
?
 How one feels Emotion

5. Eye tracking web usability
Jacob Nielsen & Kara Pernice (2010)

9.  Which one do you prefer ?
Information design
 Which one are you most likely to click
on?
Emotion

10. Information complexity
Complexity Entropy # Infor. sources
(H = log2 N bits)
Low <=2 2-4
Medium 2.6-3.2 6-9
High >=3.6 12-
高芷彤（2012）

11. preference
ratings
民國前/通用格式
民國前/通用格式
民國前/通用格式
民國前/通用格式
low construal level
高芷彤（2012）

12.  How does preference relate to viewing
behavior ?
 Fluency of processing
 Fixation duration
 Saccade amplitude
 Global to local processing

13.  Increasing fixation durations
 Decreasing saccade amplitudes
Mills et al., 2011, J of Vision

16.  Medium complexity banners
 Efficient
 global>>local Information design
 Less effort
 longer fixation durations
(fewer numbers of fixation)

Shorter saccade amplitudes
Fluent processing
?
Fluency
 Positive evaluation Emotion

18. 豐富
民國前/通用格式
民國前/通用格式
民國前/通用格式
民國前/通用格式
民國前/通用格式
民國前/通用格式
民國前/通用格式
low medium high

19. 點選
民國前/通用格式
民國前/通用格式
民國前/通用格式
民國前/通用格式
民國前/通用格式
民國前/通用格式
low medium high

20. Take home message
 Ask the right question


? indexes
Information design
Eye tracking performance
emotion
fluency of processing
 Fluency recommendation in web
related applications

21.  We thank the help of
任
家
慧 in data collection
 This report is partially based on
Wang, Tang, Kao & Sun (submitted)

22. Thanks for your
attention