ake a look at the visual below. It is a graphical representation of how people view this ad. Colour intensity variation from red to green signifies a decreasing number of fixed gazes. This print ad was clearly a success. Both logos were absorbed, as was the message.

By following the viewer's gaze, it becomes possible to determine what he looked at, for how long and what he merely glanced over. Analysing further, it can be gathered what interested him, his intentions and what he saw as a distinct item from the rest of the interface. The 'heatmap' is a physical accumulation of this data, acquired by following readers' gazes to track what engages and what slips their attention. Welcome to eyetracking.... more