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Eye Tracking in User Experience Design by Andrew Schall, Jennifer Romano Bergstrom

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Glossary

Areas of Interest (AOIs) Regions of a display that researchers define and classify by shape—quantitative data can be calculated for these regions.

Attention distribution The percentage of total visual attention allocated to a set of webpage features.

Attentional salience The power of visual elements to attract low-level, generally automatic visual attention.

Banner blindness Unintentionally not “seeing” ads or information that look like advertisements.

Breadcrumbs A navigation utility designed to let users know where they are within the site and how to get back up to higher levels within the information architecture.

Bricklet A small window to aid navigation on a web page.

Capture rate Percentage of eye-tracking data sampling based ...

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