Eye Tracking Eye tracking follows the eye movements

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Eye Tracking “Eye tracking follows the eye movements of a person looking at any

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

Louis Émile Javal, 1879 Studied reading eye movements

Edmund Huey Intrusive contact lens eye tracking device

Edmund Huey Intrusive contact lens eye tracking device

Charles Judd and Guy Buswell Judd Buswell Created an eye movement camera and used

Charles Judd and Guy Buswell Judd Buswell Created an eye movement camera and used stop-motion observation 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

Ophthalmograph and Metronoscope

Ophthalmograph and Metronoscope

Modern Eye Tracking Equipment

Modern Eye Tracking Equipment

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

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

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

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

Print vs. Web vs.

Print vs. Web vs.

Poynter Institute A school dedicated to teaching and inspiring journalists and media leaders. It

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

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

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

Stanford-Poynter Project 1999 Poynter partnered with Stanford University in Palo Alto, CA Studied online

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.

Poynter 2003 Poynter and Prof. Laura Ruel, now a professor in the J-School at

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

Poynter Eye. Track 07 Most recent eye tracking study by Poynter Philadelphia Denver St

Poynter Eye. Track 07 Most recent eye tracking study by Poynter Philadelphia Denver St Petersburg, Fla. Minneapolis

Findings Reading Depth Methodical – read top to bottom Scanner - view headlines and

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

Findings Largest headline gets most attention Briefs, Teasers Readers were very interested in op-ed

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

Poynter Institute’s Eye Path

Poynter Institute’s Eye Path

Jakob Nielsen People ignore online ads

Jakob Nielsen People ignore online ads

Google’s Ads

Google’s Ads

EYE MOVEMENTS EYE MOVEMENTS Eye is moved withinEYE MOVEMENTS EYE MOVEMENTS Eye is moved within
Eye movements Domina Petric MD Eye movements adjustEye movements Domina Petric MD Eye movements adjust
Introduction Eye Movements and Eye Tracking Irina AIntroduction Eye Movements and Eye Tracking Irina A
Form follows function Louis Sullivan Form follows functionForm follows function Louis Sullivan Form follows function
Organization Follows logicalchronological order Follows thesis Ideas OriginalOrganization Follows logicalchronological order Follows thesis Ideas Original
Eye and Pen and eye tracking devices EyeEye and Pen and eye tracking devices Eye
3 1 Observation with Eye Tracking Eye Tracking3 1 Observation with Eye Tracking Eye Tracking
3 1 Observation with Eye Tracking Eye Tracking3 1 Observation with Eye Tracking Eye Tracking
Eye Movements By Dr Faryal Mazhar Normal EyeEye Movements By Dr Faryal Mazhar Normal Eye
Tracking Eye Movements of Students Solving Kinematics EquationsTracking Eye Movements of Students Solving Kinematics Equations
Tracking Movements with Metadata Activity Presentation Metadata TrackingTracking Movements with Metadata Activity Presentation Metadata Tracking
Chapter 6 the EYE The Eye The eyeChapter 6 the EYE The Eye The eye
Eye problems The red eye The dry eyeEye problems The red eye The dry eye
LONDON EYE LONDON EYE Its called London EyeLONDON EYE LONDON EYE Its called London Eye
Conjunctivitis Madras eye Pink eye Eye flu ItConjunctivitis Madras eye Pink eye Eye flu It
Chapter 6 the EYE The Eye The eyeChapter 6 the EYE The Eye The eye
The Eye Eye Dissected The eye is anThe Eye Eye Dissected The eye is an
The Eye The Eye The Eye Eyelids TearThe Eye The Eye The Eye Eyelids Tear
The Eye www assignmentpoint com EYE The eyeThe Eye www assignmentpoint com EYE The eye