THE LATEST EYE-TRACKING MOVEMENT RESULTS
THE LATEST EYE-TRACKING MOVEMENT RESULTS
To begin with he learned that the average person scans the outer envelope in an almost zigzag pattern.
His research proved the following:
1. Recipient first check to see if the letter is addressed to them.
2. Next they observe the kind of postage paid or check the name or logo of the sender.
3. Then they read any message on the envelope.
4. F i n a l ll y, they move to the back of the envelope where they will read any continuing message before deciding to open the e n v e l o p e.
New research is underway to determine how the average person scans a piece of reading material. Sophisticated eye-tracking equipment is being used and shows that we read in an almost "E – pattern" as illustrated below:
We start to read the first few sentences of a piece of material and
continue reading the first or perhaps the second line. If the piece is not
too
i n t e r e s t i n g.
O u r
e y e s
w i l l
q u i c k l y
s k i p
d o w n
t o
the next section that may catch our attention, where we may
pause to read for a moment or so, and then
r e s u m e
s c a n n i n g
b e l o w
t i l l
t h e
n e x t
t h i n g
catches our eye, which we might read for a while. If it intrigues us, we go back to the top to find what we may have missed earlier.
Because of changing reading habits of younger readers today, most articles are getting shorter. Even many newspaper items are bite sized to fit one page.
Also since most people only read 25% of any given material it is becoming more i m p o r t a n t for writers and art directors to make sure that the message is strong, easily absorbed and quickly understood.
THE LATEST EYETRACKING MOVEMENT RESULTS - To learn more about this author, visit Billy Sharma's Website.
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Siegfried Fogal was a pioneer in the study of eye movement and reading. He did extensive research and made some interesting discoveries about people and how they view their mail.
To begin with he learned that the average person scans the outer envelope in an almost zigzag pattern.
His research proved the following:
1. Recipient first check to see if the letter is addressed to them.
2. Next they observe the kind of postage paid or check the name or logo of the sender.
3. Then they read any message on the envelope.
4. F i n a l ll y, they move to the back of the envelope where they will read any continuing message before deciding to open the e n v e l o p e.
New research is underway to determine how the average person scans a piece of reading material. Sophisticated eye-tracking equipment is being used and shows that we read in an almost "E – pattern" as illustrated below:
We start to read the first few sentences of a piece of material and
continue reading the first or perhaps the second line. If the piece is not
too
i n t e r e s t i n g.
O u r
e y e s
w i l l
q u i c k l y
s k i p
d o w n
t o
the next section that may catch our attention, where we may
pause to read for a moment or so, and then
r e s u m e
s c a n n i n g
b e l o w
t i l l
t h e
n e x t
t h i n g
catches our eye, which we might read for a while. If it intrigues us, we go back to the top to find what we may have missed earlier.
Because of changing reading habits of younger readers today, most articles are getting shorter. Even many newspaper items are bite sized to fit one page.
Also since most people only read 25% of any given material it is becoming more i m p o r t a n t for writers and art directors to make sure that the message is strong, easily absorbed and quickly understood.
THE LATEST EYETRACKING MOVEMENT RESULTS - To learn more about this author, visit Billy Sharma's Website.
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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