The Eyetrack III study has found some cool findings:
- Smaller type encourages focused viewing behavior (that is, reading the words), while larger type promotes lighter scanning.
- Visual breaks – like a line or rule – discouraged people from looking at items beyond the break, like a blurb.
- When people look at blurbs under headlines on news homepages, they often only look at the left one-third of the blurb.
- Shorter paragraphs performed better in Eyetrack III research than longer ones. Our data revealed that stories with short paragraphs received twice as many overall eye fixations as those with longer paragraphs.
- Test subjects typically looked at text elements before their eyes landed on an accompanying photo, just like on homepages. As noted earlier, the reverse behavior (photos first) occurred in previous print eyetracking studies.