Are people drawn to faces on webpages?

Tullis, Tom; Siegel, Marisa; Sun, Emily

doi:10.1145/1520340.1520641

Cited by 12 publications

(25 citation statements)

References 2 publications

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“…Heat maps can also help us to see the impact of specific perceptual elements on viewing behavior (Tullis et al, 2009;Djamasbi, Siegel, & Tullis, 2014a). For example, heat maps from various eye tracking experiments consistently and repeatedly show that people are drawn to faces, particularly when browsing a webpage.…”

Section: How Can Web Studies Benefit From Heat Maps?mentioning

confidence: 99%

“…Recent research makes a compelling case for the business value of datadriven web experience design and its impact on product sales and revenue (Djamasbi et al, 2014b). Not surprisingly, in order to stay competitive in the market, more and more companies run user experience studies to design and/or improve their webpages (e.g., Albert & Tullis, 2013;Djamasbi et al, 2014b;Tullis & Siegel, 2013;Tullis, Siegel, & Sun, 2009). By investing in user experience research, companies create business value both during the web development life cycle and after their website is launched.…”

Section: Introductionmentioning

confidence: 99%

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Eye Tracking and Web Experience

Djamasbi

2014

THCI

109

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User experience research aims to understand a user's point of view. Because eye tracking allows us to literally see through a user's eyes, it can serve as a valuable tool in web studies, particularly in web design and development. To understand how eye tracking can be pivotal in website studies, this paper scientifically explains how the human visual system works and how eye tracker technologies can record what we register with our eyes. It then explains how web design can benefit from the data that eye tracking studies deliver. Finally, the paper discusses trends for eye tracking in future web experience research. Keywords

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Section: How Can Web Studies Benefit From Heat Maps?mentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Eye Tracking and Web Experience

Djamasbi

2014

THCI

109

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“…A brief perusal of e-business websites makes it clear that images and graphics are a commonly used technique for drawing attention to areas of importance. Images of faces are especially valuable in drawing attention (Tullis et al, 2009). Additionally, faces are valuable in conveying rich information via non-verbal messages (Adolphs, 2002;Baron-Cohen, 1995;Haxby et al, 2000).…”

Section: Introductionmentioning

confidence: 99%

“…In fact, some research has shown that part of the brain, the "Fusiform Face Area," is primarily used for facial recognition (Davidson and Begley, 2012). Given people's tendency to be drawn to faces, it is not surprising that ad-supported sites are most likely to have ads that include pictures of people (Tullis et al, 2009). Attracting people's attention to information through faces is not limited to ads on web pages.…”

Section: Introductionmentioning

confidence: 99%

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Faces and Viewing Behavior: An Exploratory Investigation

Djamasbi¹,

Siegel²,

Tullis³

2012

THCI

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User experience is becoming increasingly important in gaining a competitive advantage in the marketplace. One way to improve user experience is by including images of faces. People are drawn to faces because paying attention to faces has played a significant role in human evolution. Hence, areas on a web page that typically receive less attention from users, such as the right side or below the fold, may benefit from the inclusion of images of faces. Although faces may be useful in attracting attention to particular places on a web page, they may also distract attention from key information. To test this possibility, we conducted two eye tracking studies in which images of faces were placed on areas of a web page that are shown to receive less attention. The results indicated that faces did not increase the number of people who viewed the areas where the faces were located, but that faces affected fixation patterns on these areas. Our results also showed that faces located above the fold of the web page negatively affected the performance of those who were completing tasks.

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Visual Hierarchy and Viewing Behavior: An Eye Tracking Study

Djamasbi

Siegel

Tullis

2011

Lecture Notes in Computer Science

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Empirical evidence suggests that users often exhibit a viewing pattern that favors the top and left sides of web pages. This viewing pattern may cause users to miss a great deal of information. Grounded in the model of visual hierarchy, this study examines the impact of visual complexity on how users view a page. The results show that users' viewing pattern in our study was more scattered than those reported in previous studies, which used pages with a relatively less complex visual hierarchy. We also examined the impact of browsing and information retrieval on viewing pattern. Such an investigation can provide insight for the design of homepages that can effectively serve both those who browse and those who retrieve information. The results also show that eye tracker can serve as a valuable tool for designers to develop and test new designs.

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Are people drawn to faces on webpages?

Cited by 12 publications

References 2 publications

Eye Tracking and Web Experience

Eye Tracking and Web Experience

Faces and Viewing Behavior: An Exploratory Investigation

Visual Hierarchy and Viewing Behavior: An Eye Tracking Study

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