CE's Secret Weapon - Eye Tracker

Before introducing the eye tracker, let's look at two examples first. First, when users browse advertisements, if they take a long time to see or completely ignore important information in the advertisement (such as product name, brand, etc.), then the advertisement is not well designed. Second, when people are happy or scared, their pupils will enlarge; but when they are troubled or disgusted, their pupils will shrink. For example, when seeing a bloody traffic accident scene, people are usually shocked first and then feel disgusted. At this moment, the pupil diameter will first increase and then quickly decrease.

The above two examples have a common point, that is, both are related to the movement of the human eyes (eye movement). So, what is the use of studying eye movement? What kind of instrument is an eye tracker? What help does eye movement research provide for CE? The following will introduce them one by one for you.