There are no hard and fast rules in eyetracking

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Skip Fidura from Dot Agency recently posted a great article about eyetracking, “There are no hard and fast rules in eyetracking”.  Please read his article because it’s got some great messages and he really knows what he is talking about form a client’s perspective; he’s seen the ROI from eyetracking pre-tests.

A key point that Skip makes, as the title suggests is that eyetracking will not give you a set of rules to apply to every creative you make.  Eyetracking helps to surface behaviour which can contribute to some guidelines to best take advantage of people’s habits, but generally eyetracking is a diagnostic tool.  It allows creative people to act freely and follow their ideas no matter how off the wall, but then pre-test and make sure the designs are doing their job: standing out and delivering a message.  The ideas can then be taken to the client with some intelligence; some information about which designs work, or which elements of the different design work.

Thanks for your post Skip.