Eye Tracking for Usability

Have you ever noticed how some websites are just easier to read than others? The New York Times comes to mind as a good example of a site that creates an enjoyable experience through its use of columns that are not too wide, tight writing, lots of white space, and jettisoning unnecessary imagery.

The Online Journalism Review recently ran an extremely interesting article about the science of good page layout. It explains how using eye tracking software, it is possible to create more efficient pages that help uses read pages faster and retain more information at the same time.

eye tracking web sites

Among the different information that can be gleaned from eye tracking, I found the differences between the sexes eye moments to be the most interesting. (Though I will add, I’ve never found myself staring at other guy’s crotches — so that makes me wonder, is this for real?)

eye tracking differences between men and women

From the article:

Although both men and women look at the image of George Brett when directed to find out information about his sport and position, men tend to focus on private anatomy as well as the face. For the women, the face is the only place they viewed. Coyne adds that this difference doesn’t just occur with images of people. Men tend to fixate more on areas of private anatomy on animals as well, as evidenced when users were directed to browse the American Kennel Club site.

It would be interesting to delve a little deeper into this finding. If it is true, I imagine there may be some evolutionary reason for the differences.

(via Kottke)

Lunar Eclipse

On Saturday and Sunday we, the human population, had an opportunity to see the moon completed blotted out by Earth’s shadow in one of those rare events known as a Lunar eclipse. Personally I’ve always thought solar eclipses to be the more interesting variety and so I never even bothered looking for the moon over the weekend.

However, thanks to the power of modern computing, here is an animated version of the entire phenomena, for those like myself that want all the reward without any of the effort.

animated eclipse

I have to admit, the orange glow that appears on the moon during the middle of the action is kind of cool.

McDonald’s Subliminal Advertising

With a wide spread of PVR adoption comes a new form of “subliminal advertising”. Ads that last only 1 frame (that’s 1/24th of a second) probably aren’t able to influence viewers even subliminally, however, the following McDonald’s ad works because it is noticeable enough that someone watching on TV might pause, rewind, see the ad and then talk about it or better yet, post it on YouTube and create an instant viral ad.

(via)

Subliminal Messages Psychology Materials

I occasionally get requests for materials for psychology classrooms based on the backmasking section of my website. I usually don’t send out materials, but I have been known to make exceptions, especially for professors of post secondary institutions.

I should point out that if you are teaching psychology, you may be interested in material intended for classroom demonstrations by writing John Vokey or Don Read at

Department of Psychology, University of Lethbridge, Lethbridge, Alberta T1K 3M4 Canada

and requesting University of Lethbridge, Department of Psychology, Technical Report No. 85. A blank cassette tape should be enclosed if classroom demonstrations are desired.

I imagine a blank CD would also work or maybe an empty USB thumb drive, but I would ask them first just to be safe.

Jay-Z and his Unconscious Influence

I came across a video clip of a preacher speaking out against the Hip Hop artist Jay-Z. Proponents of the evils of backmasking, like this preacher, argue that the effects of listening to music with backward messages are manifested in an unconscious manner on the listener’s subsequent behaviour.

He states that:

the heavy metal folks used to do that and they would put the backwards masked messages in your music and they’d say that your subconscious is smart enough—that right brain was smart enough to decode and flip that message so by the time it got to your left brain you understood it and you didn’t even know you understood it. You just acted it out. Because they have the song called Another One Bites the Dust — Queen. Played it backwards it said, I like to smoke marijuana. Yeah, and then they interviewed kids and kids say when they listen to it they just wanna get high, they just want to smoke weed and they had no idea that that message was being reversed in their mind and causing them to want to do that.”

I’d like to point out that contrary to this preacher’s claims, studies have shown that it is, in fact, impossible for the subconscious mind to “decode and flip that message”.

In volume 40, No. 11 of American Psychologist (November 1985), psychologist professors John R. Vokey and J. Don Read address the possibility of unconscious influence within reversed audio.

The proponents of backmasking argue that the effects of greatest concern are not the consciously perceived meanings of backward messages but rather those effects arising from unconscious or subliminal apprehension of the (forward) meaning of the material. Consequently, we also used tasks that required less in the way of conscious apprehension of meaning. We reasoned that if some subconscious mechanism existed for the interpretation of backward messages and their influence upon behaviour, then this mechanism should allow decisions to be made about content without necessarily revealing that content.

Their series of properly controlled scientific experiments included:

  • Identifying whether a backward message when played forward was a statement or a question – 52.1% accuracy (50% expected on the basis of random assignment)
  • whether they believed two sentences had the same meaning with only changes in the active or passive voice or whether the two sentences had different meanings — 44.81% accuracy (50% expected on the basis of random assignment)
  • identifying a series of sentences into whether or not they would make sense if heard in the forward direction – 45.2% accuracy (50% expected on the basis of random assignment)
  • categorizing statements of the sort, “Jesus loves me, this I know” into one of five content categories: nursery rhymes, Christian, satanic, pornographic, and advertising. 19.4% accuracy (20% expected on the basis of random assignment)

Upon the completion of their experiments Vokey and Read concluded, “we could find no evidence that our listeners were influenced, consciously or unconsciously, by the content of backward messages.”

I’m not one to deny that it does SOUND like Jay-Z has an anti-religious message in the reverse clip. It’s my belief that if such a message is intentional, its purpose is to gain publicity for his album. By pointing it out, this video has actually done a favour for Jay-Z. The prudent thing to do would be to ignore such obvious attention grabbing tactics. Nevertheless preachers like this one continue to disseminate the false claim that backwards messages within music can influence those listening. I think it’s because that message draws big crowds and allows the preachers to more easily sell copies of their sermons on DVDs.


[Jay-Z Subliminal Message – YouTube]

(Thanks Cody)

Ball Lightning

Recently I began reading Richard Dawkins new book, The God Delusion. In it the author describes his reasons for not believing in supernatural beings. He points out that if one considers himself an atheist about the Greek gods or believes that “Mother Nature” is merely a fairy tale and not an actual creator, then why not take it one step further and rule out Abraham’s deity as well?

It’s an interesting and logical way of thinking. Pondering this, I decided last night to get out of my shell and do something rather uncharacteristic. I took Dawkins’ advice and kind of twisted it. I met with some nice folks who believe in a creed _not_ rooted in the God of Abraham.

We met at a coffee shop, it was explained to me, because meeting in public is a privilege that those with such radical beliefs were not always granted. Now that freedom of assembly is a protected right, they choose to take advantage of it.

The three women sitting across from me were real live witches; the older gentleman beside me, a druid. Though they followed different paths, they were all adherents, in one way or another, under the umbrella of belief known as paganism. Nothing about their appearance made them stand out; they didn’t wear pointy hats or carry brooms. One of the girls did say she was in the process of adopting a kitten and another admitted that she owned a cloak but that was where the stereotypes ended. Over the course of the evening, I learned what it meant to these people to be a pagan. Wikipedia’s introductory paragraph on Paganism provides an accurate summary:

Paganism is a term which, from a western perspective, has come to connote a broad set of spiritual or religious beliefs and practices of natural or polytheistic religions. The term can be defined broadly, to encompass many or most of the faith traditions outside the Abrahamic monotheistic group of Judaism, Christianity, and Islam. “Pagan” is the usual translation of the Islamic term mushrik, which refers to ‘one who worships something other than The God of Abraham’. Ethnologists avoid the term “paganism,” with its uncertain and varied meanings, in referring to traditional or historic faiths, preferring more precise categories such as shamanism, polytheism or animism. The term is also used to describe earth-based Native American religions and mythologies, though few Native Americans call themselves or their cultures “pagan”. Historically, the term “pagan” has usually had pejorative connotations among westerners, comparable to heathen, infidel and kaffir (‘unbeliever’) in Islam.

Most of the conversation turned out to be rather ordinary. They talked about their careers, their day at work, and just the usual friendly banter that you might expect from a group of twenty-something women.
However, early in the evening one of the ladies dramatically related an interesting phenomenon that she witnessed just last night.

She said that she was giving lessons to some teens on horseback riding when she observed a brilliant ball of white light a few hundred meters away. It slowly grew changing to a beautiful blue hue and then suddenly disappeared. At that same moment the power in her house and the stables all went out. She said that about three minutes later the power came back on and although there were a few other students and adults nearby, nobody but herself and two of the 14 year old teens had been around to witness the light.

She asked the druid if he knew what it might be, explaining that her friends at work thought she was nuts. At first he appeared just as baffled as she, but then in a humorous tone he pronounced, UFO’s. I think he was joking.

I asked her what she thought it might be. She replied that she had a hunch it was some kind of supernatural being trying to give her a message, however she wasn’t sure if that message was she was on the right path and should keep doing what she was doing, or if she needed to change her life to get her life back on track. We all agreed it was not very helpful with the possible interpretations being polar opposites.
Always the sceptic, I knew right away what it was she had seen: ball lightning.

The interesting thing about ball lightning is, it seems that nobody really knows what it is exactly, let alone what causes the phenomenon.

During World War II ball lightning was reported as “escorting” bombers, flying alongside their wingtips. Pilots of the time referred to the phenomenon as “foo fighters,” initially believing that the lights were from enemy planes. UFO enthusiasts have reported seeing the mysterious lights at crop circle sites and ball lightning has also been used to explain the eerie moving lights known as will o’ wisps.
They accepted my answer more readily than I would have expected. Very modern in their thinking despite what one may expect from pagans. It is clear that although they like believing, a scientific answer would trump the unexplained if one was available. I respect that.

We chatted for the rest of the evening, sometimes about déjà vu, sometimes about the history of paganism. I found the entire evening extremely interesting, but in the end, I have to say, I still feel closer to believing in the kind of belief that Einstein professed when he said, “if something is in me which can be called religious, then it is the unbounded admiration for the structure of the world so far as our science can reveal it.”

But remember science isn’t always right, and who’s to say for sure that the ball of light wasn’t actually a magical being sent from another dimension for some deep mysterious purpose? Despite my scepticism, believing would be much more fun.

M.I.T. Digital Drawing Board

Check out the future of digital drawing in this video of an M.I.T. researcher showing off some of the features in their new digital drawing board.

Update: This looks like a prototype for the Smart Board. At the time I originally posted this the technology was mind blowing.

CAPSoff

WHO ACTUALLY USES THE CAPS LOCK KEY ANYWAY? Oops, I mean who actually uses the caps lock key anyway? People who like to shout, that’s who. But having spent upwards of 3 minutes contemplating the usefulness of the caps lock key, I for one agree, it’s time to do away with caps lock.

I should also mention that it’s high time we get rid of comic sans and while we’re at it let’s give the planet Pluto a demotion. Can you hear me? DEMOTE PLUTO NOW!

Upon further consideration caps lock is kind of handy for easy yelling. KNOW WHAT I MEAN?