Eye-tracking refers to a constantly and dynamically developing technique of eye activity measurement and interpretation. It can be useful for everyone who depends on some visual message in order to achieve their goals. Depending on what we need, eye-tracking can provide us with valuable information about the way how a museum visitor, a shopping mall client, or a smartphone user uses our message.
My experience with eye-tracking includes a few experiments I have conducted, related to Władysław Strzemiński theory of vision (to be published), and research dedicated to museum exposition. My knowledge on eye-tracking also involves a 13-month grant aimed at creating a mobile device for recording eyeball movements.
Below you will find short descriptions of the most common commercial and artistic applications of eye-tracking research. If any of those is likely to improve your exhibition project, website, advertising campaign or a physical device, feel free to contact me!
Research study on website usability allows to determine the elements which attract largest attention and to establish the order of looking at its particular elements. What is more, eye-tracking test makes it possible to assess ergonomics of the website and adjust it right to the users’ needs.
Physical interface tests
Eye-tracking is a highly reliable tool for verifying intuitive use of different devices. There is no better way to discover strong and weak points of the product than by registering the way how a potential customer uses and perceives it. Eye-tracking test made on appropriately selected groups (regarding e.g. age, sex, profession), will allow to establish the detailed order of their actions, the areas left unnoticed, the unnoticed elements etc.
Advertising material tests
Everyone who deals with advertising knows how important it is to arrange the elements of a poster, billboard or internet banner perfectly. The information what & for how long catches the recipient’s eye turns out priceless from the point of view of our marketing strategy. It is equally important, though, which elements remain unnoticed. Eye-tracking test makes it easy to obtain a reliable answer to all these questions.
Mobile application tests
No matter what services or products we offer, it seems hard to do without mobile applications today. In order to optimise their functions, it is worth making use of eye movement studies. Just like in the case of physical interface tests, eye-tracking allows to recreate the process of using a mobile app in detail. By selecting appropriate group of test participants, we will obtain a comprehensive report on responsiveness and ergonomy of our product.
More and more often contemporary historical and artistic exhibitions seem to resemble scenographic installations, aimed at producing strong emotional responses. In order to enhance this effect or verify the already existing installation, we can depend on eye-tracking tests. So far, a few experiments of this kind have been successfully conducted.
Eye-tracking museum exhibition guides
My original offer includes preparing museum guides for art and history exhibitions. Depending on the type of collection and exposition, eye-tracking test can help to distinguish the objects looked at for the longest time and to indicate the works that were left unnoticed. Such information will make it possible to identify the works that turned out to be most attractive, as well as their particularly interesting areas. This will let us see the exposition with the viewers’ eyes and, therefore, adapt it exactly to their needs. A perfect example of such experiment is the guide I have prepared for the exposition Polish painting and sculpture from 1945 to 2010 in the District Museum of Toruń collection.
Creating works of art with the use of eye-tracking
Many a time artists have proven to be way ahead of the surrounding reality. What is more, their revolutionary ideas are often based on the latest technology. Therefore, if any artist would like to try applying eye-tracking in their artistic project, or needs any theoretical or technical professional support, feel welcome to contact me.