USE OF EYE TRACKING TECHNOLOGY IN EVALUATING PRODUCT IMAGES AND OPTIMAL PROCESS DECISIONS

Abstract

Evaluation of visual elements constitutes a significantly important input in the field of design as well as in numerous other fields. We are on the verge of a transformation where users generally meet the product on a screen, also with the influence of changing lifestyle habits. Within this scope, the time users spend with visual elements and collection of information about the said process constitute an important topic of research. This study focused on the evaluation of images via eye tracking technology. Variables such as the repetition, number, order and layout of the elements that form an image are known to have an effect on the use of images. This experimental study was conducted in 3 different steps with the users and the obtained results were provided here. In this context, application recommendations were provided concerning the order of visual pages, properties of transition between images, time factor and content layout.

Keywords

• eye tracking
• optimal image display decision
• image evaluation

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