People’s viewing patterns are predictable. We can determine where people will look first, second and third. We can use this information to create a website that give the user exactly what they want, where they want it.
Eye Patterns in Web Design
Web design isn’t only about making a website look “pretty”. In fact, the first rule of web design is making a website functional. How useful is a website that looks pretty but serves no purpose to its user? This is where tracking human eye patterns becomes crucial.
First, let us explain exactly what we mean when we say “human eye patterns”. This refers to the subconscious path our eyes take when we scan a web page. We know that people will only spend between 3 and 4 seconds on your site looking for relevant content. We have to apply our knowledge in human eye patterns to designing your website to ensure visitors don’t leave after 4 seconds.
We have to control how a user sees your page in order to effectively communicate your company’s services. A successful technique in managing eye patterns is the strategic placement of white spaces. We use this “dead space” to ensure eyes pass quickly to the next message. If we fill in a page with too many “pretty” graphics or designs, we lose the ability to control the eye’s path.
How do we do this? We use specialized hardware such as the high-end monitor Tobii T60 XL Eye Tracker,. This has eye trackers built right in. Using this hardware, we gather a group of 5 to 10 people form your target market and monitor how they search and find certain information. We then use this information to understand where to place key messages and “call-to-actions”.
xod Media shows a remarkable talent for designing websites that are both visually appealing and purposeful.