This finding was triangulated by higher unaided recall of these key elements. This group also had significantly longer first fixations suggesting heightened engagement and relevance. They generally viewed the logo, product name, and primary graphic in that order. “This gaze plot depicts a looking pattern representative of viewers who noticed the brand logo early. But what exactly does this visualization show? How could we talk about it in a report or presentation? See the following Presentation Tip below for an example of how a key finding could be communicated in the context of a hypothetical packaging study. Subsequent fixations numbered 2-10 trace the location and order of the next 9 looks. The fixation circle with the number “1” at the center identifies the first look on this image. Here’s an example of a gaze plot for a single eye tracking participant looking at a Pepperidge Farms Goldfish crackers box. The longer the look, the larger the circle. Time spent looking, most commonly expressed as fixation duration, is shown by the diameter of the fixation circles. So the primary function of the gaze plot is to reveal the time sequence of looking or where we look and when we look there. Gaze plots show the location, order, and time spent looking at locations on the stimulus, whether web page, print advertisement, or video. And while they are easily generated by simply clicking on a tab, their proper and effective use requires an understanding of the goals of the eye tracking research as well as clarity regarding the finding one wishes to communicate. Heat maps and gaze plots are data visualizations that can communicate important aspects of visual behavior clearly and with great power.
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