While many architects have long clung to the old “form follows function” adage, form follows brain function might be the motto of today’s advertisers and automakers, who increasingly use high-tech tools to understand hidden human behaviors, and then design their products to meet them (without ever asking our permission!). Source: Common Edge: “Game-Changing Eye-Tracking Studies Reveal How We Actually See Architecture.”
In research using eye tracking, it was found that gaze was a good indication of subsequent choice. The research suggests that orienting and preference for objects in general are intrinsically linked in a positive feedback loop leading to the conscious choice. Shimojo, S., Simion, C., Shimojo, E., & Scheier, C. (2003). Gaze bias both reflects and influences preference. Nature Neuroscience, 6(12), 1317–1322.
Eye-tracking software and heat maps can reveal some startling insights into increasing conversions (and avoiding sales killers) on both websites and print media that can be of benefit to marketers. Read about 7 marketing lessons that were confirmed by eye tracking studies on Neil Patel’s blog. Read more.