Vol. 13 No. 113 (2024)

Research Article

From Neurons to Clicks: Combining Neuroscience Insights With Web Design

Published 2024-01-31

Cilt 13 Sayı 113 kapak

Abstract

Attention has been a focal point for neuroscientists for decades, and the web provides them with a robust testing ground for pioneering techniques and ideas. The utilization of eye tracking has long been integral for neuroscientists in gauging attention. By analyzing the fixation duration on specific points, researchers can discern the significant elements for users, and designers can improve visual clarity and attract maximum attention. Tracking user behavior, such as touchscreen interactions, provides valuable data to optimize a website's design. Exploring machine learning for interpreting user behavior data could enhance personalized web experiences with valuable contributions from neuroscience. This study informs web designers and developers about leveraging advancements in neuroscience to improve user interaction and capture maximum attention in web design.

Keywords Neuroscience, Web Design, Eye-Tracking, User Interaction, Visual Perception

Öz

Dikkat, onlarca yıldır nörobilimciler için bir odak noktası olmuştur. Web sayfaları, nörobilimcilere öncü teknikler ve fikirler için verimli bir test alanı sunmaktadır. Göz takibinin kullanımı, nörobilimciler için dikkati ölçmede uzun süredir önemli bir rol oynamaktadır. Araştırmacılar, belirli noktalardaki sabitleme süresini analiz ederek, kullanıcılar için önemli unsurları ayırt edebilmektedir. Bu değerli veriler ışığında tasarımcılar, görsel netliği artırarak kullanıcıların dikkatini maksimum seviyede çekebilmektedir. Aynı zamanda, dokunmatik ekran etkileşimleri gibi kullanıcı davranışlarını izlemek, bir web sitesinin tasarımını optimize etmek için değerli veriler sağlamaktadır. Kullanıcı davranışı verilerini yorumlamak için makine öğrenimini keşfetmek, nörobilimin değerli katkılarıyla kişiselleştirilmiş web deneyimlerini geliştirebilir. Bu çalışma, web tasarımcıları ve geliştiricilerini, kullanıcı etkileşimini artırmak ve web tasarımında maksimum dikkati çekmek için nörobilim alanındaki gelişmelerden nasıl faydalanacakları konusunda bilgilendirmeyi amaçlamaktadır.

Anahtar Kelimeler Nörobilim, Web Tasarımı, Göz Takibi, Kullanıcı Etkileşimi, Görsel Algılama

PDF (Turkish)

References

  1. Sharifah, S., B. Nguyen, T. Melewar, H. Yeat, and M. Liu. "Explicating industrial brand equity." Industrial Management & Data Systems 116, no. 5 (2016): 858–882. https://doi.org/10.1108/imds-09-2015-0364
  2. Batool, Sumeera, Moneeba Iftikhar, and Arfa Mashal. "Visual Metaphors in Pakistani Television Commercials: Its Role in Shaping Female Consumer’s Perceptions about Brand Image and its Consumption." Liberal Arts and Social Sciences International Journal (LASSIJ) 4, no. 2 (2020): 145-158. https://doi.org/10.47264/idea.lassij/4.2.12
  3. Benko, Hrvoje, Andrew D. Wilson, and Patrick Baudisch. "Precise selection techniques for multi-touch screens." In Proceedings of the SIGCHI conference on Human Factors in computing systems, pp. 1263-1272. 2006. https://doi.org/10.1145/1124772.1124963
  4. Bergstrom, Jennifer Romano, and Andrew Schall, eds. Eye tracking in user experience design. Elsevier, 2014. https://doi.org/10.1016/c2012-0-06867-6
  5. Boardman, Rosy, and Helen Mccormick. "The impact of product presentation on decision-making and purchasing." Qualitative Market Research: An International Journal 22, no. 3 (2019): 365–380. https://doi.org/10.1108/qmr-09-2017-0124
  6. Böger, Daniel, Pascal Kottemann, and Reinhold Decker. "Parent brands’ influence on co-brand’s perception: a model-based approach." Journal of Product & Brand Management27, no. 5 (2018): 514-522. https://doi.org/10.1108/jpbm-08-2017-1555
  7. Borodin, Yevgen, Jalal Mahmud, and I. V. Ramakrishnan. "Context browsing with mobiles-when less is more." In Proceedings of the 5th International Conference on Mobile Systems, applications and Services, pp. 3– 15. 2007. https://doi.org/10.1145/1247660.1247665
  8. Buschek, Daniel, Alexander Auch, and Florian Alt. "A toolkit for analysis and prediction of touch targeting behaviour on mobile websites." In Proceedings of the 7th ACM SIGCHI Symposium on Engineering Interactive Computing Systems, pp. 54-63. 2015. https://doi.org/10.1145/2774225.2774851
  9. Chen, Min, Georges Grinstein, Chris R. Johnson, Jessie Kennedy, and Melanie Tory. "Pathways for theoretical advances in visualization." IEEE Computer Graphics and Applications 37, no. 4 (2017): 103–112. https://doi.org/10.1109/mcg.2017.3271463
  10. Chen, X., and F. Zhang. "Evaluation of news communication effect based on cognitive neuroscience. Transl Neurosci 10 (1): 31–36." (2019). https://doi.org/10.1515/tnsci-2019-0006
  11. Cyr, Dianne, Milena Head, Hector Larios, and Bing Pan. "Exploring human images in website design: a multimethod approach." MIS Quarterly (2009): 539–566. https://doi.org/10.2307/20650308
  12. Dannlowski, Udo, Patricia Ohrmann, Jochen Bauer, Jürgen Deckert, Christa Hohoff, Harald Kugel, Volker Arolt, et al. "5-HTTLPR biases amygdala activity in response to masked facial expressions in major depression." Neuropsychopharmacology 33, no. 2 (2008): 418–424. https://doi.org/10.1038/sj.npp.1301411
  13. Djamasbi, Soussan. "Eye tracking and web experience." AIS Transactions on Human-Computer Interaction 6, no. 2 (2014): 37–54. https://doi.org/10.17705/1thci.00060
  14. Gawthrop, Peter, Martin Lakie, and Ian Loram. "Predictive feedback control and fitts–law." Biological cybernetics 98 (2008): 229–238. https://doi.org/10.1007/s00422-007-0206-9
  15. Grigg, David. "The starchy staples in world food consumption." Annals of the Association of American Geographers 86, no. 3 (1996): 412–431. https://doi.org/10.1111/j.1467-8306.1996.tb01760.x
  16. Guo, Qi, Haojian Jin, Dmitry Lagun, Shuai Yuan, and Eugene Agichtein. "Towards estimating web search result relevance from touch interactions on mobile devices." In CHI'13 Extended Abstracts on Human Factors in Computing Systems, pp. 1821-1826. 2013. https://doi.org/10.1145/2468356.2468683
  17. Hwang, Jiyoung, and Soojin Kim. "The effects of packaging design of private brands on consumers' responses." Psychology & Marketing 39, no. 4 (2022): 777–796. https://doi.org/10.1002/mar.21620
  18. Jacob, Robert JK, and Keith S. Karn. "Eye tracking in human-computer interaction and usability research: Ready to deliver the promises." In The mind's eye, pp. 573–605. North-Holland, 2003. https://doi.org/10.1016/b978-044451020-4/50031-1
  19. Jansen, Bernard J., Soon-gyo Jung, and Joni Salminen. "Measuring user interactions with websites: A comparison of two industry standard analytics approaches using data of 86 websites." Plos one 17, no. 5 (2022): e0268212. https://doi.org/10.1371/journal.pone.0268212
  20. Kerbs, Robert, and Mehrak Vahidi. "Content adaptation for handheld mobile devices." International Journal of Technology, Knowledge and Society 9, no. 1 (2013): 113. https://doi.org/10.18848/1832-3669/cgp/v09i01/56359
  21. Kerschensteiner, Daniel, and William Guido. "Organization of the dorsal lateral geniculate nucleus in the mouse." Visual Neuroscience 34 (2017): E008. https://doi.org/10.1017/s0952523817000062
  22. Kim, Hong‐bumm, Woo Gon Kim, and Jeong A. An. "The effect of consumer‐based brand equity on firms’ financial performance." Journal of Consumer Marketing 20, no. 4 (2003): 335–351. https://doi.org/10.1108/07363760310483694
  23. Lin, Sha Sha, and Yu-Fong Lin. "The Impact of Visual Complexity on the Elderly and Young Consumers: Browsing in a Clothing Store." International Business Research 15, no. 12 (2022): 101-101. https://doi.org/10.5539/ibr.v15n12p101
  24. MacKenzie, I. Scott. "Fitts' law as a research and design tool in human-computer interaction." Human-computer interaction7, no. 1 (1992): 91–139. https://doi.org/10.1207/s15327051hci0701_3
  25. McConnell, Daniel S. "Precision constraints during pointing with a stylus: Implications for Fitts’ law." In Proceedings of the Human Factors and Ergonomics Society Annual Meeting, vol. 63, no. 1, pp. 1756- 1760. Sage CA: Los Angeles, CA: SAGE Publications, 2019. https://doi.org/10.1177/1071181319631354
  26. Mendez-Bertolo, Constantino, Stephan Moratti, Rafael Toledano, Fernando Lopez-Sosa, Roberto Martinez- Alvarez, Yee H. Mah, Patrik Vuilleumier, Antonio Gil-Nagel, and Bryan A. Strange. "A fast pathway for fear in human amygdala." Nature Neuroscience 19, no. 8 (2016): 1041-1049. https://doi.org/10.1038/nn.4324
  27. O'Brien, Heather L., and Elaine G. Toms. "What is user engagement? A conceptual framework for defining user engagement with technology." Journal of the American Society for Information Science and Technology 59, no. 6 (2008): 938–955. https://doi.org/10.1002/asi.20801
  28. Paradiso, Sergio. "The emotional brain: The mysterious underpinnings of emotional life." American Journal of Psychiatry 155, no. 4 (1998): 570–570. https://doi.org/10.1176/ajp.155.4.570
  29. Perea, Manuel, Ana Baciero, Francisco Rocabado, and Ana Marcet. "Does the cowl make the monk? Detecting counterfeits in brand names versus logos [Recurso electrónico]." (2021). https://doi.org/10.3758/s13423-020-01863-z
  30. Radwin, Robert G., Gregg C. Vanderheiden, and Mei-Li Lin. "A method for evaluating head-controlled computer input devices using Fitts' law." Human Factors 32, no. 4 (1990): 423-438. https://doi.org/10.1177/001872089003200405
  31. Saalmann, Yuri B., and Sabine Kastner. "Cognitive and perceptual functions of the visual thalamus." Neuron 71, no. 2 (2011): 209-223. https://doi.org/10.1016/j.neuron.2011.06.027
  32. Silvennoinen, Johanna M., and Jussi PP Jokinen. "Appraisals of salient visual elements in web page design." Advances in Human-Computer Interaction 2016 (2016). https://doi.org/10.1155/2016/3676704
  33. Smith, Michelle, Katrina F. Mateo, Haruka Morita, Carly Hutchinson, and Alwyn T. Cohall. "Effectiveness of a multifaceted community-based promotion strategy on use of GetHealthyHarlem. org, a local community health education website." Health Promotion Practice 16, no. 4 (2015): 480–491. https://doi.org/10.1177/1524839915571632
  34. Sun, Chunhua, and Pengzhen Li. "The Influence of Contextual Clues on Consumers’ Attitudes towards Products." In Proceedings of the International Conference on Information Economy, Data Modeling and Cloud Computing, ICIDC 2022, 17-19 June 2022, Qingdao, China. 2022. https://doi.org/10.4108/eai.17-6-2022.2322593
  35. Tangmanee, Chatpong. "Fixation and recall of YouTube ad banners: An eye-tracking study." International Journal of Electronic Commerce Studies 7, no. 1 (2016): 49–76. https://doi.org/10.7903/ijecs.1404
  36. Wang, Pan, Danlin Peng, Simiao Yu, Chao Wu, Xiaoyi Wang, Peter Childs, Yike Guo, and Ling Li. "Verifying design through generative visualization of neural activity." In Design Computing and Cognition’20, pp. 555–573. Cham: Springer International Publishing, 2022. https://doi.org/10.1007/978-3-030-90625-2_33
  37. Wang, Qiuzhen, Yi Yang, Qi Wang, and Qingguo Ma. "The effect of human image in B2C website design: an eye-tracking study." Enterprise Information Systems 8, no. 5 (2014): 582-605. https://doi.org/10.1080/17517575.2014.925585
  38. Willett, Francis R., Brian A. Murphy, William D. Memberg, Christine H. Blabe, Chethan Pandarinath, Benjamin L. Walter, Jennifer A. Sweet et al. "Signal-independent noise in intracortical brain–computer interfaces causes movement time properties inconsistent with Fitts’ law." Journal of Neural Engineering 14, no. 2 (2017): 026010. https://doi.org/10.1088/1741-2552/aa5990.