Eye-tracking allows us to track the vision of consumers and users, and determine what and how long they focus their visual attention on.
This technique is suitable for both still images and video. It is invaluable for ad evaluation, media analysis, usability test and packaging design.
Eye-tracking analysis: Ad design
Two different hair product advertisements of the same brand (top and lower row). An eye tracker generated hotspot map is superimposed over them (right hand column), where warmer colours signify greater visual focus of participants.
As demonstrated, one ad records consumers’ focus on the brand logo and slogan (bottom), while the other does not (top), while the only difference between the two is the eye of the model.
Small adjustments can thus lead to significantly better results and gains for brands and products.