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For anyone who has ever looked at web and asked "Why?" rather than "How?"... |
Web designers need to look at science of advertising |
| Date : 18 Dec 2003
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Research by The Usability Company and Eyetracker has shown that advertising in unlikely places on a web site are more effective than those adverts placed in more traditional places, that is, across the top and on the right-hand side of the page.
This is largely because when a person first views a site, their brain very quickly learns where the adverts are on the first page of that site. Thereafter, these areas are ignored by the brain.
The eyetracking study looked at eye movement of people using web sites. The Times, The Guardian and The Financial Times, all well known newspaper site, were used.
Information obtained by traditional market research methods and usability testing is not sufficient due to the way in which our brains process visual information. For this reason, Eyetracking was used for the study.
The research participants were asked to perform a number of simple tasks on each of the three sites. Eyemovements were recorded during this time and the participants were then asked to complete a questionnaire about the adverts on each site.
One of the many interesting findings of the research is it seems that "people look to the middle of a page initially then towards the area usually inhabited by the logo of the site, followed by the left hand side (where they expect to find the main navigation) before scanning the areas to the right of the page".
The research findings are of particular use to web designers (especially those using templates for their designs) and advertisers, and is well-worth the read.
Source: The Usability Company
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