Eye Tracking- The Use of Color

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STUDY: I think it would be useful to study eye tracking based on the use of color and how color choices would change where someone’s eyes look and for how long.

USEFUL: This would be very useful for anyone who is hoping to catch the eye of an audience based on visuals. An advertisement, food label, product label, flyer, poster, etc. They all are hoping to catch the eye of someone passing by so knowing which colors in particular grab a viewer more could be very influential.

WORK WELL: Eye tracking would work well with this because we would be able to see if the color of a large word or the color of part of an image in a poster would influence how the viewer looks around the ad. Do they just glance at the visual and skim right over it or do the colors pop enough for a longer look which intrigues them into wanting to know more?

MULTIPLE METHODS BE BETTER?: Multiple methods could make this useful in different applications. If you were to count the number of times someone looks at a product with a certain color package compared to that with the exact same package in a different color, this could give another side of the data. A method like this may be more useful for actual products where as eye tracking will be extremely useful for an ad or poster in telling which colors are more eye catching.

ORGANIZE THE STUDY: To perform this study there would be multiple posters with words, titles, and images all with certain design elements like the title, image color choices, and details in a particular color and the rest being black/white.

A random audience from different ages and genders will be selected. They will each look at each color of the poster starting with different colors for each person.

The eye tracking will determine where on the posters they looked and for how long they looked at each section. If they “fixed” on the location then the duration of this fixation will be counted as well as the time it took to get to the different spots.

HOPE TO DISCOVER: From this study I would hope to discover that a certain color writing or image would attract an eye to read further into an article or to look at the image for a longer period of time. The longer the fixation on something, we would assume meant the more they were able to comprehend what was on the ad. Hopefully a color or two would stand out as being more eye catching or less eye catching.

CHALLENGES: Some challenges of this study would be how they look at the ads differently since they would have seen a similar one before it. Would this effect where they would look had they seen this other color first? (This is trying to be reduced by giving each participant a different initial color.) Another challenge is that someone from a different age group or gender may initially look at any poster different than another no matter what is on it. (This could actually be a discovery that a certain gender or age group may very where they look compared to another based on color. However, it is not something we are testing.)

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2 thoughts on “Eye Tracking- The Use of Color

  1. I completely agree with you in that color dictates what you are looking at, the way something is designed is impacted so much by the color of its label. Doing a study where they change the color of the same object on a page and see if the eye goes to it more, or not would be a really helpful way to study the effects of colors. I really like your study suggestion, great post!

  2. Color psychology is such an interesting field — I’ve always wondered how it was determined for certain colors to indicate certain emotions or actions. For example, a significant use of red can sometimes induce hunger; this is why a lot of food companies use red in their branding. After reading the article for this week’s post, I suspect that eye tracking may play a part in determining the psychology of colors. It would be interesting to see how people in certain psychological conditions (hunger, exhaustion, fear, etc.) react to an array of different colors and track what colors they are most drawn to with eye tracking.

    I can see this being really helpful for advertisers and other marketing disciplines, including designers. By identifying a target audience, which is a pretty standard practice before starting any project, you can have a clearer idea of what color palette to use for your visuals based on the data learned from your eye tracking exercises.

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