EX KANSEI displays analysis results predicting attention in two formats:
- Heatmap: "Understand where attention is likely to focus"
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- Regions where gaze duration is longer (likely to be observed more) are shown in red.
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- Gaze Path Simulation: "Understand the order in which attention is likely to flow"
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- Numbers are assigned to bubbles in the order of gaze movement, and the duration of gaze is represented by the bubble size.
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Immediate attention (within 1 second) is visualized using a "heatmap," and gaze paths (1 to several seconds) are visualized using "gaze plots" and videos.
This allows you to understand whether the targeted areas in the design stand out as intended.
Check whether the key points you want to emphasize are capturing attention.
Case 1:
For packages or POP displays on a product shelf, analyze the spatial image to check if your product packaging or POP is attracting attention.
Case 2:
When highlighting specific parts of a package, magazine, or webpage, analyze whether the campaign or highlighted areas in a single image are drawing attention.
The prominence of a selected area in heatmap is represented as a percentage of the total prominence (100).
The prominence of a selected area influences the likelihood of it being remembered.
When the prominence of a selected area exceeds 7%, approximately 80% of people are likely to remember it.
(Based on internal participant trials)
However, higher prominence does not always mean better results.
If the prominence of one design element is increased excessively, the prominence of other design elements decreases relatively. Unless there is a specific reason to highlight a single design element, it is preferable to distribute prominence among multiple design elements.
Additionally, as shown below, if prominence exceeds 9%, further increases do not significantly enhance memorability.
Horizontal axis: Element prominence in the image [%], Vertical axis: Percentage of respondents [%]