WEDNESDAY, SEPTEMBER 26, 2007
EyeTracking the News: Teasers 101
What is EyeTracking? The first EyeTrack study in 1990 followed readers' eyes as they read a newspaper. Studies showed researchers what designs, graphics and colors caught readers' attention. EyeTrack 07 is the third update of that research and analyzes readers of print and online newspapers. The findings are published in a new book, EyeTracking The News: A Study of Print and Online Reading.
This is the third item we've written to highlight EyeTrack findings and give you insight on what readers see and how we, as journalists, can help them understand what they read. Here is what researchers found out about teasers:
- Photo teasers were eye grabbers in print. Teasers with illustrations other than photos also attracted readers.
- Location made a difference. Visual and text teasers received the most attention when at the top and top right areas on a broadsheet-styled newspaper page. Teasers with text only received the most attention when at the bottom right of a page. In tabloid-style newspapers, visual teasers at the bottom right of the front page received the most attention.
Dr. Pegie Stark Adam, an EyeTrack researcher and Poynter affiliate faculty member, writes in "EyeTracking the News":
"In surverys conducted at papers I've redesigned, we found that readers want better navigation -- ways to get them where they want to go. I will continue to encourage people to use visuals with teasers and to use teasers generously to help direct readers through the newspaper. We can maximize the effectiveness of teasers by teasing to great stories and writing the teases in a sharp, snappy way. We can make sure that the content of images accompanying teasers is appropriate and strong."
-- Kelli Polson
Posted at 11:34:05 PM
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