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Printed materials
Dwell-time graph of Newspaper front page
Eye tracking can be invaluable in studying how people read and attend to a variety of printed materials such as newspapers, magazines, notices and bills, promotional materials, advertisements and instruction documents. It is possible to track electronic versions of printed materials on screen by asking participants to imagine they are reading the actual magazine.
However, the way people view materials presented on a screen is different compared to when they can actually pick up and read the real thing. Head-mounted eye trackers allow participants to interact with authentic paper-based materials, for example flicking through the pages of a magazine. This approach also allows for people filling out paper-based forms, such as applications and returns. The following videos are some examples of eye tracking with printed materials.