Understanding Opacity Maps


Opacity maps effectively show the same results as heat maps but can often be more effective at showing what customers really see. For best results, always compare opacity maps with gaze maps and areas of interest to understand the bigger picture.


Opacity maps show areas of visual attention during the first few seconds of seconds of viewing an image.

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Opacity maps use a mask to show different levels of visual attention.

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Example: Storefront windows

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This opacity map analysis shows that visual attention is captured evenly across a few key areas: the left-hand window, tthe in-store poster, and the right-hand window. This is a well-balanced design that captures customer attention with content that will help to drive traffic into the store.


Example: Merchandising display

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This opacity map analysis shows that visual attention is captured mainly by the high-contrast content on the central video screen, ie: strong white text on a red background. By comparison, the low-contrast content on the right-hand video screen fails to capture as much visual attention.


Example: Supermarket shelf

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This opacity map analysis shows that visual attention is generally quite fragmented with only a few high-contrast packaging designs breaking through the visual noise.


Example: Product packaging

This opacity map analysis shows that visual attention is mainly captured by the left-hand packaging design with its high-contrast colours, oversized lettering, and clever use of white space.