This poster presents and eye tracking study of visual attention on advertisements on websites. We analyzed eye movements of web users as they viewed different right-to-left Arabic web pages with banners and advertisements placed in various layouts. Our findings have implications for web design of Arabic interfaces.

Designing effective e-learning environments is influenced by the readability of the text presented to learners. This poster describes an eye tracking study of the readability of Arabic typefaces conducted with native Arabic readers. We examined six mainstream font types for differences in readability. We measured intensity of eye gaze, reading accuracy, and speed. Patterns of eye gaze revealed marked differences for fonts perceived as illegible by participants, exhibited by increased intensity and number fixations.

In this poster, we describe an eye tracking analysis of users’ information seeking behavior using an Arabic search engine. Search and viewing behavior of native Arabic-speaking users demonstrated right-to-left patterns of scanning query results with more attention allocated to the two top ranking abstracts when compared to other abstracts in the results page. Insights obtained inform the design of Information Retrieval interfaces.