Visual aspects of perception of multimedia messages on the web through the "eye tracker" method

Since the dawn of civilisation visual communication played a role in everyday life. In the early times there were simply shaped drawings of animals, pictograms explaining hunting tactics or strategies of attacking the enemies. Through evolution visual expression becomes an important component of communication process on several levels, from the existential and economic level to the artistic level. However, there was always a question of the level of user reception of such visual information in the medium transmitting the information. Does physical positioning of information in the medium contribute to the efficiency of the message? Do the same rules of content positioning apply for traditional (offline) and online media (Internet)? Rapid development of information technology and Internet in almost all segments of contemporary life calls for defining the rules of designing and positioning multimedia online contents on web sites. Recent research indicates beyond doubt that the physical positioning of an online content on a web site significantly determines the quality of user's perception of such content. By employing the "Eye tracking" method it is possible to objectively analyse the level of user perception of a multimedia content on a web site. What is the first thing observed by the user after opening the web site and how does he/she visually search the online content? By which methods can this be investigated subjectively and objectively? How can the survey results be used to improve the creation of web sites and to optimise the positioning of relevant contents on the site? The answers to these questions will significantly improve the presentation of multimedia interactive contents on the Web.