Eye tracking rules

Via Seth Godin

  • Ads in the top and left portions of a page will
    receive the most eye fixation.
  • Ads placed next to the best content are seen more
  • Bigger images get more attention.
  • Clean, clear faces in images attract more eye
  • Fancy formatting and fonts are ignored.
  • Formatting can draw attention.
  • Headings draw the eye.
  • Initial eye movement focuses on the upper left corner
    of the page.
  • Large blocks of text are avoided.
  • Lists hold reader attention longer.
  • Navigation tools work better when placed at the top
    of the page.
  • One-column formats perform better in eye-fixation
    than multi-column formats.
  • People generally scan lower portions of the page.
  • Readers ignore banners.
  • Shorter paragraphs perform better than long ones.
  • Show numbers as numerals.
  • Text ads were viewed mostly intently of all types
  • Text attracts attention before graphics.
  • Type size influences viewing behavior.
  • Users initially look at the top left and upper
    portion of the page before moving down and to the right.
  • Users only look at a sub headline if it interests
  • Users spend a lot of time looking at buttons and
  • White space is good.


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