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Attention Tracking in Design

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Since the late 90s the phrase attention economy has been used to describe the competitive online environment of social media, where advertisers and businesses have mere seconds to grab a user’s attention. User’s attention is the currency of the internet and social media. Every day we are bombarded with a constant stream of advertisements and content. How is a business supposed to stand out in this constant sea of filters, banner ads and Instagram influencers?  The answer is eye tracking in web design. We’ve become experts at evaluating content is seconds so your content a website must be grade A attention grabbing stuff. 

Quite simply eye tracking is used to optimise your websites conversion rate, the technology will register how long a user’s eyes linger on the content and will take this as a sign of interest by the user.  Some companies have test groups where the users eye movements are monitored as the move through web pages to gather data on which part of a web page is the most attractive and appealing. This is used by designers to help them with their new designs. This can be a costly and time-consuming process, thankfully AI technology is here to help. There are many predictive design tools on the market to help designer to make more appealing and eye-catching pages.

This is an exciting new area of UX and front-end development that is set to revolutionize the sector. In a few years a designer job will be completely different and we the user will have a world of fabulous new content to explore.

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