Dynamic Visual Stimuli Attention Variation Linked to Unique Object Qualities: The Impact of Position and Brightness
In a recent study, researchers explored the role of various visual factors in determining visual attention during dynamic stimuli, using the example of commercials as a test case. The study, which utilized Eye Tracking for Visual Attention analysis, focused on 34 Australian commercials and involved 37 American participants.
The commercials consisted of 606 scenes, each scene broken down for analysis. The study found that object location, luminosity, contrast, and centrality significantly influence visual attention during dynamic stimuli.
Object location affects attention as humans tend to allocate attention preferentially to certain spatial regions. Central or strategically positioned objects attract overt and covert attention more readily. Peripheral or unexpected locations can also capture covert attention, preceding eye movements toward those objects.
Luminosity (brightness of an object) contributes to bottom-up attention by making objects more salient when they differ from their surroundings. High luminosity contrasts against a darker background increases object visibility, thus attracting attention more effectively. However, it was also observed that luminosity was negatively associated with sustaining attention.
Contrast between an object and its background is a critical low-level visual feature strongly determining saliency and visual capture. Objects with higher contrast (in colour, brightness, or shape) compared to surrounding elements are more likely to draw attention automatically, especially in dynamic scenes where constant changes occur. Interestingly, higher contrast with the immediate background led to longer fixations.
Centrality refers to how centrally an object is located within the visual field or scene. Centrally located objects are typically processed faster and receive more attention, partly because foveal vision (central vision) has higher acuity. This central bias means that stimuli placed near the center of gaze are prioritized.
Together, these factors integrate to influence visual attention allocation dynamically, balancing bottom-up saliency driven by physical stimulus properties and top-down influences like task relevance or prior knowledge. In dynamic stimuli, this interplay guides eye movements and covert attention shifts, enabling effective processing of complex and changing visual scenes.
Each AOI (Area of Interest) was coded for location, median luminosity, and the study identified a total of 2,695 AOIs. The evaluation focused on accessibility, usability, and user experience, following best practices in design.
This research provides valuable insights into how visual attention relies on detecting singularities or salient features in the environment to efficiently allocate limited processing resources. By understanding these factors, designers and advertisers can create more effective and engaging visual content.
- Science has unveiled that factors such as object location, luminosity, contrast, and centrality significantly impact visual attention during dynamic stimuli, like commercials, when it comes to eye tracking.
- In the realm of health-and-wellness and fitness-and-exercise, understanding how and where visual attention is directed can offer valuable insights for creating effective workout routines or wellness practices.
- The latest technological advancements in eye tracking have made it possible to study human visual behavior in various fields, such as shopping, lifestyle, home-and-garden, and more.
- As designers and advertisers harness the power of these insights, they can tailor visual content to create a more engaging experience for users, enhancing usability, accessibility, and overall user experience.
