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Specifically, eye-tracking can be used to assess search efficiency, branding, online advertisements, navigation usability, overall design and many other site components. Analyses may target a prototype or competitor site in addition to the main client site. Eye-tracking is commonly used in a variety of different advertising media.
Eye movements are important behaviors for locating and tracking objects in the visual world. Two of the major types of eye movements are saccades and smooth pursuit. Saccades are very rapid and precise eye movements between two positions, and are important in establishing fixation. Smooth pursuit on the other hand, allows the viewer to track a ...
The visual pathway consists of structures that carry visual information from the retina to the brain.Lesions in that pathway cause a variety of visual field defects. In the visual system of human eye, the visual information processed by retinal photoreceptor cells travel in the following way:
The symptoms and signs associated with convergence insufficiency are related to prolonged, visually demanding, near-centered tasks. They may include, but are not limited to, diplopia (double vision), asthenopia (eye strain), transient blurred vision, difficulty sustaining near-visual function, abnormal fatigue, headache, and abnormal postural adaptation, among others.
Both of these mechanisms are crucial in stereoscopic vision. Vergence or independent inward/outward rotation of eyes is engaged to fixate on objects and perceive them as single. Incorrect vergence response can cause double vision. Accommodation is the eye’s focusing mechanism and it is engaged to produce a sharp image on a retina.
There are many diseases known to cause ocular or visual changes. Diabetes , for example, is the leading cause of new cases of blindness in those aged 20–74, with ocular manifestations such as diabetic retinopathy and macular edema affecting up to 80% of those who have had the disease for 15 years or more.
Ocular drift is the fixational eye movement characterized by a smoother, slower, roaming motion of the eye when fixed on an object. The exact movement of ocular drift is often compared to Brownian motion, which is the random motion of a particle suspended in fluid as a result of its collision with the atoms and molecules that comprise that fluid.
An eye movement shifts the orientation of the coil to induce an electric current, which is translated into horizontal and vertical eye position. The second technique is an eye tracker . This device, while somewhat more noisy, is non-invasive and is often used in human psychophysics and recently also in instructional psychology.