Abstract
ABSTRACTWeb directories have attracted many advertisers with their special advantages in their large user base. Until recently, attention mechanism of advertisements (ad) on web directories is not well understood. To investigate how the ad location and color of web directories influence users’ attention, this study uses eye tracking to measure the participants’ search time, total fixation duration and the location of the first fixation. Results reveal that visual attention on the ad area of a web directory is user-driven and follows a top-down process. The location of users’ first-fixations is the center of the screen. Ad links that place in the center area and on the top-left corner would increase users’ notice. Ad links that change color in the center area have the advantages of attracting user attention. Our findings suggest that ad links should be placed in the center area or on the top-left corner to increase users’ notice. Ad links placed in the center area should be designed using salient color to catch users’ visual attention.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: International Journal of Human–Computer Interaction
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
