Department of Experimental Psychology, Faculty of Social Sciences, Helmholtz Institute, Utrecht University Utrecht, Netherlands.
Front Psychol. 2013 Dec 24;4:996. doi: 10.3389/fpsyg.2013.00996. eCollection 2013.
Designers of visual communication material want their material to attract and retain attention. In marketing research, heat maps, dwell time, and time to AOI first hit are often used as evaluation parameters. Here we present two additional measures (1) "scan path entropy" to quantify gaze guidance and (2) the "arrow plot" to visualize the average scan path. Both are based on string representations of scan paths. The latter also incorporates transition matrices and time required for 50% of the observers to first hit AOIs (T50). The new measures were tested in an eye tracking study (48 observers, 39 advertisements). Scan path entropy is a sensible measure for gaze guidance and the new visualization method reveals aspects of the average scan path and gives a better indication in what order global scanning takes place.
视觉传达材料的设计者希望他们的材料能够吸引并保持注意力。在市场研究中，热图、停留时间和首次到达 AOIs 的时间通常被用作评估参数。在这里，我们提出了另外两个度量标准（1）“扫视路径熵”来量化注视引导，以及（2）“箭头图”来可视化平均扫视路径。这两个标准都基于扫视路径的字符串表示。后者还包含了转移矩阵和 50%的观察者首次到达 AOIs 所需的时间 (T50)。新的度量标准在眼动追踪研究中进行了测试（48 名观察者，39 个广告）。扫视路径熵是一种用于注视引导的合理度量标准，而新的可视化方法揭示了平均扫视路径的一些方面，并更好地指示了全局扫描的顺序。
