Eye tracking is the tracking of eye movements on the plane of the object under study. Used in web design and beyond. When you look at the monitor, the eye tracker captures the movements of your eyes on the screen. When you look at the shelves in the supermarket, the eye tracker captures the products that you pay attention to. The result of such studies is a heat map or point map with a step-by-step trajectory of your eyes.
The price tag for a full-time eye tracking specialist looks intimidating, so the Team3.lv team had to figure it out on their own and give you ready-made scripts for successful web design in terms of element placement.
Highlighting with color is one of the easiest ways to draw attention to the desired object.
Depending on what you need to focus on, it is possible to arrange objects in such a way that one of them seems closer or farther than others.
What happens up close seems more important to us. This principle is used for pop-up windows.
Important objects can be highlighted by increasing their size compared to others, thereby giving them more visual weight.
Against the background of static site objects, a small movement immediately highlights an important element and draws attention to it.
Direction of movement
The simplest directions that are used in the interface and are easy to read are “forward” and “backward”. "Back" is to the left, "forward" is to the right.
Face and gaze
Manage attention with faces. Depending on where the face or gaze of the character in the interface is turned, we will most likely turn our attention there.
Sound can be used as one of the attention management methods to draw the user's eye to a change in status or state (for example, when a message or notification is received).
Why does it work?
Because the user's brain is lazy and tends to be constantly in energy saving mode. This means that people want to complete tasks as quickly as possible and without much effort. Therefore, they do not want to wade through many letters. You have a chance only if the topic and the text itself are really interesting to the user and the page is well-formatted. In any case, it is better to understand the laws of psychology and the principles of eye-tracking so that even the laziest glance remains on our site, right?