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 technology has recently evolved to the point where it is a practical and cost effective tool that can guide the design process.
Eye Tracking has the unique advantage of providing objective feedback to the designer so that costly mistakes can be avoided.
Combined with usability testing, eye tracking can offer the designer unprecedented insight into user interactions.