Eye tracking is essential for positioning content, texts and images, on web pages, but also on billboards, inside newspaper pages, on product packaging or in other strategic points. In particular, Albert Hoang Duc, Paul Bays and Masud Husain have explored these aspects in the research Eye movements as a probe of attention – I motivi oculi come sonda dell’attenzione, and James Hoffman in Visual attention and eye movements – Altezza visuale e motivi oculi. Measurements are usually taken using an eye tracker, a tool that monitors eye movements while we read or observe something.
This provides very interesting data on the visual denmark telegram data process in place and allows us to identify elements such as: fixation points, i.e. the moments in which the eye is still and focused on a point; saccades, i.e. the movements that occur between one fixation point and another. By identifying fixation points and saccades, it is possible to present the data obtained through diagrams, heat maps and other schematization methods, from which hypotheses of correlation between visual stimuli and the reader's level of attention are formulated.
So what emerges from these studies? And so, how do we read when we scroll through the words on a web page? The Gutenberg Diagram and Reading on the Web Even before eye tracking was applied to marketing, Edmund C. Arnold, an American newspaper designer, studied the application of the so-called Gutenberg diagram, a reading model according to which the reader's eyes make a "Z" movement through four quadrants: area 1: you start reading from the top left quadrant, called the Primary Optical Focus area 2: you continue horizontally to the right in the so-called Strong Fallow Area, the Strong Inactive Area area 3: you then quickly return to the left, moving downwards in the Weak Fallow Area, the Weak Inactive Area area 4: finally, you continue to the right, in the Terminal Area, the Final Area.