Filtering visual information for reducing visual cognitive load

Tsurukawa, Junichi; Al-Sada, Mohammed; Nakajima, Tatsuo

doi:10.1145/2800835.2800852

Cited by 6 publications

(3 citation statements)

References 3 publications

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“…Research on visual attention more generally, irrespective of ads, has confirmed that even without direct gaze, distracting objects that lie in peripheral vision can still negatively overload cognition, a phenomenon called crowding [64,68]. Crowding, otherwise known as clutter, has been known to affect many domains that involve search tasks, from safety-critical aviation operators who monitor multiple displays, to medical practitioners that scan through patient notes [1,49].…”

Section: Peripheral Visual Attentionmentioning

confidence: 99%

“…Additionally, explorations in media communication identified that images stimulate engagement and interest in news stories [26]. This makes sense, as although it has already been identified that when a webpage is too visually complex users find it cognitively taxing to process [64], research since the 1970s has been aware that on the other end of the spectrum, if there are too few elements to process, then users may feel bored [Berlyne, 1970, cited in [54]]. Boredom may then lead users to distraction by other things around them, or cause them to abort their search all together.…”

Section: Increasing Visible Webpage Elementsmentioning

confidence: 99%

“…Alternatively, although some users continue to experience webpages with ads included, they report mentally skipping or filtering out the ads themselves -often resulting in a phenomenon dubbed banner blindness [17] or ad avoidance [42] -where ads are seemingly ignored, at least, from the advertiser's point of view. However eye-tracking studies have shown that users often continue to fixate on ads [62], and even without direct gaze ads would still lie in a user's peripheral vision, which may result in being implicitly processed [64]. Consequently, this paper aims to investigate whether so-called banner blindness is truly blind, and explores the main research questions of: How do ads affect: (1) user search performance; (2) search behaviours; and (3) user experiences, given an everyday search task.…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Investigating the Influence of Ads on User Search Performance, Behaviour, and Experience during Information Seeking

Foulds

Azzopardi

Halvey

2021

Proceedings of the 2021 Conference on Human Information Interaction and Retrieval

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The phenomenon of banner blindness explains that users can mentally ignore online advertisements (ads). However, eye-tracking studies have shown that users still fixate on ads, and even without direct gaze, ads still fall within a user's peripheral vision, which may negatively overload cognition. It is therefore unknown how blind, banner blindness, truly is, and what other effect ads may have on user's information seeking. To address this gap, a withinsubjects design experiment was conducted with 37 participants who performed search tasks from the TREC 2017 Common Core News Collection, where 3 search tasks contained various types of ads, and one search task had no ads. Although our results showed that on average, participants retrieved similar amounts of relevant documents regardless of whether ads were present or absent, participants took significantly longer achieving this performance when ads were present. Furthermore, when ads were absent, participants reported less frustration, and not only believed they learned more, but a post-task recall test showed that participants actually did learn up to 38% more. Consequently, our findings suggest that banner blindness is more costly than just mere annoyance, and that the influence of ads on user's information retrieval recall may extend current theories of visual crowding. CCS CONCEPTS• Information systems → Users and interactive retrieval; • Human-centered computing → HCI design and evaluation methods.

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