How the human face is the key to unlocking web design
July 22, 2014
face.
Posted in: Infographic of the day
During a recent presentation for digital breakfast in London, a designer asked me how often one should use the human face in web design. I said, a lot. These eye-scan heat maps show where most people look, when they look at images. In the above Dolce & Gabbana ad, everyone looks at Scarlett Johansson’s face. In the ad below, and despite the model’s long beard, everyone still looks at the face.
face.In this viewing of The Last Supper, people are looking at Jesus and the apostles. The eyes also seem to naturally fall on that space between two of the back windows.
This one shows the differences between men and women. Men spend more time looking at the woman, while women read the rest of the ad.
Notice how the men are not looking at the shoes at all.
Here, both sexes look at the face, while men look at the crotch area too.
These Sunsilk ads show that just putting a pretty face on a copy isn’t enough. It matters where she’s looking.