Visual and memory search in complex environments: determinants of eye movements and search performance

Previous research on visual and memory search revealed various top down and bottom up factors influencing performance. However, utilising abstract stimuli (e.g. geometrical shapes or letters) and focussing on individual factors has often limited the applicability of research findings. Two experiments were designed to analyse which attributes of a product facilitate search in an applied environment. Participants scanned displays containing juice packages while their eye movements were recorded. The familiarity, saliency, and position of search targets were systematically varied. Experiment 1 involved a visual search task, whereas Experiment 2 focussed on memory search. The results showed that bottom up (target saliency) and top down (target familiarity) factors strongly interacted. Overt visual attention was influenced by cultural habits, purposes, and current task demands. The results provide a solid database for assessing the impact and interplay of fundamental top down and bottom up determinants of search processes in applied fields of psychology. Practitioner Summary: Our study demonstrates how a product (or a visual item in general) needs to be designed and placed to ensure that it can be found effectively and efficiently within complex environments. Corresponding product design should result in faster and more accurate visual and memory based search processes.