(Shelly Cashman Series) Gary B. Shelly, H. Albert Napier, Ollie N. Rivers-Web design_ introductory concepts and techniques -Cengage Learning (2008)
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102 Chapter 4 Planning a Successful <strong>Web</strong> Site: Part 2<br />
analyzing the movement of a visitor’s eyes as he or she views a <strong>Web</strong> page. Over the past<br />
several years, eye tracking studies suggest that a site’s visitors typically first look at the top<br />
<strong>and</strong> left areas of a page, <strong>and</strong> then look down <strong>and</strong> to the right. These eye tracking studies<br />
add support to the concept of placing visual identity content <strong>and</strong> major links at or near the<br />
top <strong>and</strong> left side of a page to improve usability. Figure 4-3 illustrates the Johnson & Johnson<br />
home page with visual identity content <strong>and</strong> major links positioned at or near the top <strong>and</strong> on<br />
the left side of the page. Eye-tracking studies are also used in <strong>Web</strong> site marketing. You learn<br />
more about <strong>Web</strong> site marketing in Chapter 7.<br />
logo, name, <strong>and</strong> major links positioned<br />
at the top <strong>and</strong> on the left side of the<br />
home page<br />
Figure 4-3 Placing visual identity content <strong>and</strong> major links at or near the<br />
top <strong>and</strong> left side of a page matches the typical visitor’s<br />
approach to viewing page content.<br />
YOUR TURN<br />
Exploring Eye Tracking <strong>and</strong> <strong>Web</strong> Page Design<br />
1. Using the search tool of your choice <strong>and</strong> 2. Write a report for your instructor that<br />
the keywords eye tracking studies or similar<br />
keywords, locate <strong>and</strong> review several you might apply what you learned<br />
summarizes your research. Discuss how<br />
articles that discuss eye tracking studies about eye tracking to the <strong>design</strong> of a<br />
<strong>and</strong> their use in <strong>Web</strong> page <strong>design</strong>.<br />
topical <strong>Web</strong> site’s home page <strong>and</strong><br />
underlying pages.<br />
Step 5: Design the Look <strong>and</strong> Feel of the Site<br />
With your knowledge of the <strong>Web</strong> site’s purpose <strong>and</strong> audience, a plan for the site’s general<br />
content <strong>and</strong> structure, <strong>and</strong> an underst<strong>and</strong>ing of the role page length <strong>and</strong> content placement<br />
play in usability, you are ready to tackle the next step, which is planning the look <strong>and</strong><br />
feel of your site. Chapter 2 introduced you to the <strong>concepts</strong> of unity <strong>and</strong> visual identity <strong>and</strong><br />
the importance of following an entity’s br<strong>and</strong>ing specifications when planning the look
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