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Pernice and Nielsen have written this book after a deep and extensive research on eyetracking. They gauge how users look at computer screens. This book contradicts many designers theories about how to design a web page. According to authors they have conducted the widest eyetracking research up to date. They have reach new conclusions against what Poynter Institute has previously assured in their eyetracking studies.
Poynter Institute is an journalism organization that have performed the best known eyectracking studies to date.
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Poynter has focused mainly in newspaper websites. The main difference with Nielsen and Pernice study is that the latest measure users performing tasks. For instance, they are trying to buy a flight ticket or write a message to the editor of a website.
Is difficult to judge this book. It seems that they are the pioneers or that they are writing without competitors. Nielsen and Pernice state further.
Eyetracking web usability (English)
Authors concede that readers look for the more important information at the top of the page. Jakob Nielsen and Kara Pernice call this glance, residual glance.
I have spend many time with Jakob Nielsen. He always displays information in a very unclear stuffy way. Nielsen told me that this is because. Authors use different ways and colour combinations to show this path.
Nielsen says you can download the book online in a website. This is not true. You can only download a chapter.
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There are not two matching users. Readers look at the top left of a page at first sight and then follow a Z until the bottom right extreme of the page.
They ignore them completely. Some big videos captures users attention. Banner blindness theory was first introduced by Nielsen back in In Libroeweb, there are more than academic articles about banner blindness. In this book, they insist in the theory.
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Jakob Nielsen and Kara Pernice detail what are most ignored banners. They assure as well that page qvanzado resembling banners should be ignored as well. Graphic advertisement is totally ignored. Eyectracking web usability denies another design principle: Red, according to Nielsen make people glance to another piece of the page Pag Google has said something similar.
Clickthrought ratio fell last year in Google. In pageJakob Nielsen and Kara Pernice state that users have got a positive experience about sponsored links usefulness.
In other words, they automatically look if the previous link was correct. This was a proven theory. For Jakob Nielsen and Kara Pernice this is because readers are looking at the important content of the page. In my opinion, this conclusion could be too extreme.
In this book, they study websites as if they were completely navigated from the home page and not another single page. Nielsen told me that this is because this path and order is not meaningful. The Eyetrack Evidence http: