The goal of any successful design is to communicate key information. This is crucial when designing a website, advertisement, product package, etc. In order for information to be communicated, it must be seen. Typically designers rely on subjective judgments to make design decisions. Eye Tracking has the unique advantage of providing objective feedback to the designer so that costly mistakes can be avoided.

Eye Tracking studies can

• Troubleshoot an existing design

• Evaluate new design concepts

• Help select from several design alternatives

• Help avoid a costly “trial and error” design methodology