What are you looking at?


I found this cool web usability study on Jakob Nielsen’s Alertbox.  This eye-heat graphic demonstrates where the readers eyes are focused (from left): while skimming a page, lightly reading a page, and fully reading a page.  What this study demonstrates is what I have always suspected… no one pays attention to banner ads!

What the study did find was three consistent elements that attract a reader’s eye: plain text on a light background, human faces, and anything about physical attraction.  As with most things – simple is clear, and clear is simple!


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