Much of our eye tracking research has been carried out on websites, emails and other forms of digital media. But, when it comes to testing print media we have had to adapt our approach to suit. The Tobii T60 XL features a 24-inch screen which allows us to digitally replicate larger stimuli such as brochures, catalogues and other double paged communications. This means our test subjects can read a brochure on the screen at full size (or as close as possible to it), keeping the eye tracking process on print materials a more natural experience.
Of course, modifications still have to be made when adopting our eye tracking process for such media. The key difference being that brochures have multiple pages across two-page spreads, doubling the amount of content seen at any one time. Due to this level of content, people generally adopt the scanning approach when viewing each page, flicking through until something catches their eye.
When we scan-read a spread, most of the information is overlooked which can affect its effectiveness as a marketing tool. So it was our intention to take a look closer at how people view brochures and discover ways to enhance an optimised performance on double page spreads.