Information Technology Reference
In-Depth Information
Fig. 4.4 A head-mounted eye-tracker and an example analysis showing the order that a user
looked at the interface (top) and how long they looked at each part (bottom) (photo by Ritter, used
with permission of the analyst pictured; analyses courtesy of Maik Friedrich 2008 )
In addition to being widely used in psycholinguistics to understand how people
read text, eye-tracking is increasingly being used in other fields such as HCI and
advertising (Moore and Churchill 2011 ; Navalpakkam and Churchill in press ;
Nielsen and Pernice 2010 ). The availability of relatively cheap, non-intrusive
trackers has seen them being used more widely in exploring how people process the
text on web pages. With the use of appropriate software you can quickly identify the
hot spots on a page, which are areas that the users look at for most of the time.
4.3.4 Rods and Cones
The retina at the back of the eyeball is composed of two basic types of cells—rods
and cones—organized in layers. The rods and cones sense light, and mark the start
of the transition from sensation to perception with light energy being converted
into electrical energy.
According to duplicity theory, the differences between the rods and cones result
in two different receptor systems in the eye: one that is best suited to daylight, and
one best suited to twilight or moonlight. There are 6 million cones, mostly located
in the fovea. These function in daylight conditions and are responsible for color
vision. The 120 million rods are distributed across the retina beyond the fovea.
Search WWH ::




Custom Search