Attention Tracking - Measuring the Focus of Attention.

As in advertising, online information works best if the users instantly realize the message conveyed. There is no easy to use and valid method for measuring what the viewers actually perceive and which elements are eye-catching. The eye tracking method can measure the physiological movement of the viewers’ eyes but not what information the viewers process, store and recollect consciously. A new method called attention tracker® was conceived to measure the actually perceived elements on Web pages, advertising media, instruction manuals etc. The attention tracker® allows to identify the conspicuous elements and the ranking of their conspicuity. Based on the results, the clarity of the message, corporate design and branding can be improved, and the usability of Web pages can be optimized efficiently and in short time. The attention tracker® is applicable in usability testing, branding studies or rating of design proposals.