Eye Tracking Research on Dead Zones

I have to admit – I’m becoming a bit hooked by this eye-tracking thing.

Greg’s latest post highlights that content in visual “dead zones” may as well not be there – and he tested this by putting complete gibberish in an identified dead zone to see if anyone noticed.

And only 1 in 25 did!

The other thing that struck me is that in his example, the visual dead zone was smack bang in the middle of the page! Comments brought out that this was due to the visually prominent elements directly above the area identified as a dead zone. People tend to focus on them, and ignore what’s directly below.

Just goes to show: You learn something new every day!