Eye-Tracking & Neuroscience for Marketing
Coming from a Consumer Psychology background, I’m always interested in how the mind works, especially when it comes to website usability. I came across a Marketing Profs podcast recently that discussed using eye-tracking and neuroscience for marketing. You can listen to it via the link below, but I’d just like to note a few points that stuck with me.
1. Place Images on the Left, Text on the Right
Images are processed by the right hemisphere of the brain, numbers and text are processed by the left hemisphere. Sensory information taken in by the left side of the body is transferred to the right side of the brain and processed there and vice versa for information sensed on the right.
Basically then, images on the left of a page are processed more quickly than those on the right. Likewise, text and numbers on the right side of a page are acknowledged more quickly than when they’re on the right.
Consider this when creating posters, display ads and site content.
2. Eye-tracking now cheaper than ever
This was another point that struck me from the podcast. Eyetracking testing used to be very specialised, requiring expensive equipment and all subjects to go to where that equipment was (so also costly in terms of travel and time). That’s no longer the case, through the magic of new eye-tracking equipment integrated into webcams.
This allows anyone the possibility of conducting eye-tracking tests, with subjects from all over the world. That’s quite incredible. Again, listen to the podcast to find out more.
Download the Marketing Profs podcast by clicking on the following link –
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