This document discusses 10 key facts about human eye tracking revealed in studies of advertisements. Some of the main findings are: 1) People primarily look at faces in ads, especially prominent faces like Scarlett Johansson. 2) Even in complex compositions, eyes are drawn to faces over other elements. 3) Movement, like a hand in a pocket, can attract attention away from faces. 4) In addition to faces, people closely examine jewelry, watches and other accessories. 5) In grocery store images, eyes first go to products, then labels and prices. 6) Gender differences exist - men look mainly at faces in swimwear ads while women examine other details. 7) Model gaze can influence where the viewer looks in an ad.

1. 10 ESSENTIAL FACTS:
HUMAN EYE-TRACKING

2. WHERE ARE YOU LOOKING MOST OF
ALL AT THIS DOLCE & GABBANA AD?
Fact 1.1
Whatever your answer was, majority of
people are looking at Scarlet
Johansson’s face thus proving that
human faces naturally attract attention.
Eye tracking studies
reveal exciting insights
into what attracts human
brain on a visual,
expected and not so
expected tendencies, as
well as some bewildering
and out of the box trends.
.

3. NOW LOOK AT THIS CHAP WITH AN EXTREMELY
LONG BEARD IN GARNIER FRUCTIS AD, WHAT
ATTRACTS YOUR ATTENTION?
Fact 1.2
In spite of a
complex and
funky
composition,
most people keep
on watching at
the guy’s face,
not at his ‘beard’
or the girl’s
shoulders and
legs.

4. THIS IS A SMART WATER AD AND IT DOES A
GOOD JOB IN MAKING USERS NOTICING THE
BOTTLE OF WATER.
Fact 1.3 People still do look at the model’s face and they also
get fixated on the model’s shoulder. The movement of his hand
make you wonder – what is he taking out of his pocket?

5. APART FROM LOOKING AT THE HUMAN FACES,
PEOPLE PAY A LOT OF ATTENTION TO JEWELLERY
AND ACCESSORIES.
Fact 2
Rings, a collier, a
watch and a
zipper receive as
much attention as
the facial features
of the two
models.

6. OBSERVING A SHELF IN A SUPERMARKET,
CONSUMERS WILL CONCENTRATE ON PRICE TAGS.
Fact 3
When looking at
grocery product
(meat), people first of
all fixate on the
product itself, and
second of all they
study the details on
the label and finally
the sticker.
It is a good idea to let
the package show the
product.

7. LOOKING AT THIS H&M SWIMWEAR AD, WHAT DO
YOU NOTICE FIRST OF ALL AND WHERE DO YOU
LOOK MOST?
Fact 4.1
All people spend the
most time looking at the
woman’s face.
However, the difference
between men and
women is that men are
spending most time
looking at the mode’s
face, whereas female
users also read the rest
of the ad.

8. AND ON THIS TRAINERS AD MEN ARE
CONCENTRATED ON THE WOMAN’S BODY AND
NOT LOOKING AT THE SHOES AT ALL.
Fact 4.2
Women also
cheek the product
details.

9. DIRECTION OF THE MODEL’S GAZE CAN HINT
USERS WHERE TO LOOK AS WELL.
Fact 5.1
Here is an
example of
Sunsilk ad where
the model looks
at the product
and at the user.

10. AND HERE IS ANOTHER EXAMPLE, WHERE THE
MODEL’S GAZE DIRECTS THE USER TO FOCUS ON
THE HEADLINE COPY.
Fact 5.2
The main conclusion of
this study is that rules of
thumb apply to the visuals
as per common sense.
However, since the ‘devil
is in details’ testing is
crucial for each specific
campaign’s success.
Luckily tests in digital
communications are
simple to be implemented.

11. Thank You
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