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Viewing report
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Use of Eye Images as Navigation and Action Cues on WebSites
NextStage Evolution, Nov 2006, Pages: 20
This paper reports on the use of eye images as navigation and action cues on websites. The purpose of the research was to determine if a set of eyes (hence where faces are pointing) would change online behavior and if so, how. The research was broken down into two key elements:
1. How the use of a simple image, a set of eyes, affects visitors to websites
2. How these same simple images can be used to derive owner-desirable outcomes on websites
The research was done by us and brings together investigations from a wide variety of fields as diverse as behavioral studies, ethology, education and neuroscience. The suggestions discussed are easily applied to any website.
The paper begins with background information on the use of images as navigation cues throughout time, beginning with cave drawings. It quickly moves into uses in modern times such as using a set of moving eyes above “Walk/Don’t Walk” signs to remind people to look both ways before crossing streets. There is a brief methods section for those interested in how the research was performed. For those who want the results there are plenty, both in detail and as a quick overview section.
This paper is a must for those who want to understand how the use of simple images can affect visitors’ navigation behaviors. The audience market share is narrowing; every trick possible needs to be utilized to capture the largest segment. Those businesses with an established online presence and those just beginning the process will benefit greatly from the information and easy to use suggestions presented. Marketers as well as web designers can learn a few tricks to aide visitors’ website navigation thereby increasing conversions.
The section devoted to how to use what was learned from the research is thorough and complete. The suggestions are easy to understand and implement on any website. There are plenty of suggestions on how to use this research to capture everyone’s attention, from the GenY market to the Boomers. There is a whole section of suggestions devoted to just online uses.
The paper is written in a light conversational tone. For those who want to explore the work that this study is based on, there are plenty of references listed. This paper takes the work out of understanding the science and translates it into meaningful uses for the real world. There are graphs which help explain the data and easy to follow explanations as well.
The paper discusses how the eye images affected visitors’ navigation to websites:
-How static eyes staring out at the screen affected visitors
-How static eyes not directing nor staring out of the screen affected visitors
-How the use of eye images directing attention to a non-action item affected visitors
-How the use of static eyes directing attention to an action item affected visitors
-How the use of static, closed eyes affected visitors
-How the use of static, closed eyes next to action items affected visitors
-How static, closed eyes “staring out from the screen” placed to the left of action items affected visitors
-How the addition and placement of eyebrows and eyelashes affected visitors
-How image size affected visitors
-How animation rate affected visitors
It’s getting more and more difficult to get, keep and drive visitors’ attention to where you want them on websites. By making navigation easier and driving the visitors’ attention to where you want it.
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