Predicting webpage aesthetics with heatmap entropy
Zhenyu Gu, Chenhao Jin, Danny Chang, Liqun Zhang
Abstract
This paper introduces a descriptive global index for eye-tracking data called heatmap entropy, or visual attention entropy (VAE), and discerns its predictive value for webpage aesthetics. VAE represents the chaos, or uncertainty, in the allocation of visual attention. In the experiment, we tracked and recorded 30 observers' initial landings on 40 web pages displayed for 3 seconds each. The results show that the VAE and aesthetic ratings of the web pages are negatively correlated ($r = -0.54\comma\; \ P \lt 0.001$r=−0.54, P
Topics & Concepts
Web pageEntropy (arrow of time)CorrelationMathematicsArtificial intelligenceComputer scienceEye trackingStatisticsPsychologyWorld Wide WebPhysicsGeometryQuantum mechanicsVisual Attention and Saliency DetectionGaze Tracking and Assistive TechnologyOlfactory and Sensory Function Studies