Blicktests

Blicktests, also known as eye-tracking tests or gaze analyses, are a methodology used to understand how individuals visually perceive and interact with information. These tests are employed across various fields, including marketing, user experience design, psychology, and research, to determine what elements capture attention, how users navigate content, and where their focus lies.

The fundamental principle behind Blicktests is to record and analyze eye movements. Participants are typically equipped with an eye-tracking device, which can be a dedicated hardware setup or integrated into a screen or glasses. This device precisely tracks the path of their gaze, recording fixations (moments when the eye is relatively still and processing information) and saccades (rapid eye movements between points of interest).

Data from Blicktests can reveal valuable insights. Heatmaps are a common visualization, showing areas of high visual attention as warmer colors. Gaze replays offer a chronological representation of the participant's visual journey, demonstrating the order in which elements were noticed. Metrics such as fixation duration, number of fixations, and scan paths help to quantify attention and engagement.

In user experience, Blicktests help identify usability issues, such as confusing navigation or overlooked calls to action. In advertising and web design, they can assess the effectiveness of layouts, imagery, and text placement in attracting and retaining attention. Psychologists may use Blicktests to study visual attention disorders or cognitive processes. The objective is always to gain an objective understanding of visual behavior.