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Area of Science:

  • Visual communication
  • Human-computer interaction
  • Marketing research

Background:

  • Visual communication designers aim to capture and maintain audience attention.
  • Traditional metrics like heat maps and dwell time are used, but may not fully capture gaze dynamics.
  • There is a need for advanced methods to analyze visual attention patterns.

Purpose of the Study:

  • To introduce and validate two novel eye-tracking measures: scan path entropy and the arrow plot.
  • To quantify gaze guidance and visualize average scan paths for visual materials.
  • To enhance the evaluation of attention and information processing in visual communication.

Main Methods:

  • Development of scan path entropy to measure gaze guidance based on string representations of scan paths.
  • Introduction of the arrow plot for visualizing average scan paths, incorporating transition matrices and time to first hit (T50).
  • An eye-tracking study involving 48 observers and 39 advertisements to test the new measures.

Main Results:

  • Scan path entropy effectively quantifies gaze guidance in visual materials.
  • The arrow plot visualization reveals key aspects of average scan paths and their order.
  • The new methods provide a better indication of the sequence in which observers scan global elements.

Conclusions:

  • Scan path entropy and the arrow plot are valuable additions to the evaluation of visual communication effectiveness.
  • These novel metrics offer deeper insights into visual attention and information processing.
  • The findings can aid designers in creating more engaging and attention-grabbing visual materials.