Eye movement patterns and newspaper design factors : An experimental approach

Readers? eye movements were recorded as they participated in a newspaper reading experiment. The stimuli consisted of newspaper prototypes that were manipulated systematically according to two experimental conditions: (a) utilization of information graphics in conjunction with article text, and (b) variations of article placement on newspaper spreads. Viewing time of target articles was measured and compared between experimental conditions and control conditions. Readers tended to spend more time viewing articles with information graphics. They also tended to spend more time viewing articles in preferred spatial locations. Order of attention for target articles was also measured and compared between conditions. Readers tended to observe articles with information graphics later than in control conditions; articles with preferred placement was observed earlier than in control conditions. Suggestions about the pictorial properties and cognitive function of information graphics are made. Potential factors determining the spatial structure of scan paths are discussed.