Poynter Online - Poynter High - Reporting, Writing & Editing

FRIDAY, SEPTEMBER 14, 2007

EyeTracking the News: Story Packaging

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.

Here's a look at what researchers found about story packaging:

Standard stories, consisting of just text and a headline, were viewed less by research participants than other story forms. Print readers were more attracted to story packages with graphics, colored text and easy-to-read information.
Large headlines received more attention than small ones.
Briefs with images worked better than briefs without accompanying visuals.

Dr. Pegie Stark Adam, an EyeTrack researcher and Poynter affiliate faculty member, writes in EyeTracking the News:

"Readers recognize lead and story packages. I encourage writers, editors, photographers and designers to collaborate on packages and leads. These are the most important stories; they need to be thought out and displayed with care. By including quotes, breakouts, photos, facts, intros and subheads, we help readers recognize stories of great importance and invite them to enter the experience."

Here's what another EyeTrack researcher, Poynter's Sara Quinn, said:

"Contrast naturally draws a reader's eye. Contrast of size, shape and boldness draws the reader's eye toward a headline. A compelling image or graphic benefits from size and color to make it distinctly prominent. Grouping elements together naturally forms a cohesive package. All elements must work in concert to convey a streamlined message."