Eye-tracking studies reveal design secrets

I stumbled onto a fascinating list of design tips based on eye-tracking studies.

The studies referred to here focus on Web sites. But there are lessons to be learned for advertising design. Here are few takeaways:

I think every designer should be a student of reading and legibility theory. In case you’re interested, here’s some additional info on reading, legibility, and ad design.

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5 Responses to “Eye-tracking studies reveal design secrets”

  1. Shama Hyder on December 10th, 2007 10:22 pm

    Direct but very useful information. Thank you.

  2. Ted Grigg on December 11th, 2007 11:00 pm

    You said “Complexity gets in the way of clear communication.” The evidence is clear that your point stands up in testing.

    I have used the official looking, ugly, staccato style snap pac in direct mail to beat long-standing controls in fundraising, membership, insurance and lead generation over the years. The pointed, no-frills copy and official look that lays out the facts convincingly works when nothing else will.

    Nice summary that direct response copywriters should paste on their wall.

  3. Dean Rieck on December 12th, 2007 1:11 am

    I say ugly works, but how well it works continues to surprise me. I beat a client’s lead gen mailer by a factor of 7x. Then while testing some additional ideas, I created a butt ugly mailer that was just black type on cheap white paper. That beat my previous winner by a factor of 2x and lowered cost as well.

    But I wonder … if everyone did ugly, would a pretty piece work better because it stood out?

  4. Style over Substance » Eyetracking over websites on December 24th, 2007 6:28 pm

    [...] mis een link naar de onderzoeken waar ze de lijst op baseren, maar het is interessant materiaal! (via) This entry was written by Guy, posted on 24 december 2007 at 23:28, filed under Design, Site. [...]

  5. Tom Reeves on December 24th, 2007 6:59 pm

    Thanks for posting these details. Seems I have better recommendations to make to web site designers and a few things to work on myself.

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