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Banner blindness: old and new findings

Jakob Nielsen has written an article on banner blindness. To quote:

At all levels of user engagement, the finding is the same regarding banners (outlined with green boxes in the above illustration): almost no fixations within advertisements. If users are looking for a quick fact, they want to get done and aren't diverted by banners; and if users are engrossed in a story, they're not going to look away from the content.

The heatmaps also show how users don't fixate within design elements that resemble ads, even if they aren't ads (and thus aren't shown within green boxes above).

Posted by jamesr on August 22, 2007 04:13 PM
Categories: Usability & user-centered design