Using eyetracking research to your advantage

Residual fixation occurs when the user is focused on an area, and that area changes, but the user’s eyes don’t move. Whatever appears afterwards in that same position benefits from that user’s involuntary attention. Sometimes a webpage refresh can be slow, and the user’s gaze shifts before the new page loads. But movie directors and editors take advantage of this technique by placing the upcoming frame’s subject matter in the same position as the most interesting element in the frame prior. Using this pattern when designing a website or editing video helps keep the user’s attention by showing something new in the same position where they were already looking.

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Reference articles:

Nielsen Norman Group