Eye-tracking Heat Map Output: Coke - Heist
The two most popular displays for eye tracking are the heat map and path analysis.
The heat map shown left represents the fixation locations and the duration of the fixation. A color scale moving from blue to red indicates the duration of fixations. Thus, a red spot over an area of interest indicated that a subject or group of subjects have moved their fovea to this location for a significant period of time.
The figure to the left shows four groupings of eye fixations. Blue spots indicate short fixations while green, yellow and red represent increasing durations of fixations, respectively.
The heat map is a convenient method to aggregate results and gives an immediate impression of the areas of interest for most subjects. It serves as a guide.
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