engleski

Viewpoint eye tracker device

The scientific research and examination performed in this paper focus on reception of a visual message through the visual code of the poster as a communication medium. The eye tracking system WiewPoint Eye Tracker, designed in 2005 by Arrington Research, Inc. has been used. In addition to tracking and recording eye movement, this tool includes the systems of visual stimulus position mapping – in our case: the poster's visual code. This has to a large extent facilitated the simulation of the ordinary experience of observing a poster which implies free head movement, where we gather simultaneous data on the movement of the eyes and their focus on particular elements of the observed posters' visual code. This is the first pioneering scientific research, actually the very first research conducted by using ViewPoint Eye Tracker in Croatia. In order to meet the primary objective of the research – acquiring knowledge and wider insights into respondents' stands and views on the issue of the impacts of the visual code on the designed message perception, using the poster as a communication media – two basic scientific methods have been used: the qualitative method of analyzing the focus group opinion and the experimental method of measuring the attention and observation time, eye movement and their focus, by using the ViewPoint Eye Tracker technology. The respondents were observing poster reproductions on computer screens and, at the same time, responding to questions. The ViewPoint Eye Tracker recorded their eye movement, focusing, and observation time. The results obtained by measuring observing characteristics with the aid of ViewPoint Eye Tracker technology have been compared to the results when answering the question: "What attracted your look?" One experimental situation recording lasted 10 seconds. The recording technology designed in this way allows a mathematical and graphic processing of the registered signals once the experiment is carried out.

visual code; poster; elements of form; ViewPoint Eye tracker; eye fFixation

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