Eye Tracking studies can reveal

• What people see

• What they ignore or avoid

• What they find confusing or frustrating

• What are the unwanted distracters

Eye Tracking studies used alone or in combination with usability studies can answer design questions such as

• What is the “prime real estate” on my webpage?

• What spatial arrangements work best?

• Where do graphics enhance? Where do they detract?

• What color schemes work best?

• What typography works best?

• What aspects of the design facilitate use? What causes impediments?

• Is branding having the desired effect?

• How does design interact with user characteristics (age, sex, education)