Understanding Areas of Interest


Areas of interest (AOIs) are based on the same data as heat maps and opacity maps but provide an objective measure rather than a subjective visualisation. For best results, always compare AOIs with heat maps, opacity maps, and gaze maps to understand the bigger picture.


AOIs show the predicted share of overall visual attention during the first few seconds of viewing an image.

If you imagine that the whole image captures 100% of visual attention, then AOIs can help you to compare and benchmark different areas within the image.

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Note: AOIs are calculated using Aitrak’s predictive algorithm and have a small margin of error (+/- 1% to 2%) when calculating the final percentage. For best results, consider rounding AOIs to the nearest 5% before making critical judgements or decisions.


Example: Storefront windows

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This AOI analysis shows that “brand recognition” elements capture only 5% of total visual attention whereas “traffic generation” elements capture 61% of total visual attention (30%+31%). This is likely to result in passing customers seeing the window displays and lifestyle imagery but perhaps not recognising the brand.


Example: Merchandising display

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This AOI analysis shows that the central merchandising fixture (Beats) captures significantly more visual attention than the right-hand merchandising fixture (Skullcandy), despite being significantly smaller in size. The left-hand merchandising fixture captures even less visual attention due to the lack of high-contrast content.


Example: Supermarket shelf

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This AOI analysis shows that the Tropicana products capture significantly more visual attention than similar sized areas on the surrounding shelves. This is due a packaging design with high-contrast colours, oversized lettering, and clever use of white space.


Example: Product packaging

This AOI analysis shows that branding elements on the left-hand packaging design captures significantly more visual attention than branding elements on the right-hand packaging design.