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FutureNow Article
Thursday, Oct. 4, 2007

How A Pretty Face Can Push Visitors Away

By Bryan Eisenberg
October 4th, 2007

Click to read about this award winning postIt’s no surprise that marketers use faces to draw people into their websites. They know that, from birth, humans are naturally attracted to, and engaged by, faces. In fact, one of our studies showed that people perceived websites as more “professional” when they had images of people on the site.

Be careful! Simply picking a “pretty” picture isn’t enough. Too often marketers will take people pictures and show them to a focus group to see which ones they relate to best. As marketers, we worry about the gender, style and overall quality of the picture relating to our message. There’s another crucial factor for marketers to consider: The direction in which the model’s eyes are facing.

Generally, it’s best when the model faces the content you want visitors to engage with first.

Take a look at the landing page below (I’ve blurred the text to protect the guilty innocent):

landing page face away full

What happens is that you are naturally drawn to the image of the attractive model and our eyes tend to meet. Since her eyes are focused back at you, they stop you in your tracks — and researchers can prove it by studying your eyetracking gaze.

Take a look at the following ads that our friends at Bunnyfoot analyzed in eyetracking studies:

sunsilk ad bunnyfoot

Now take a look at the Heatmap of the ads:

heatmap sunsilk

Next time you choose a face to appear on the web or in an ad, consider where it draws the beholder’s eyes. Ask yourself whether the image draws attention away from your persuasive message.

P.S. This is for my friends who like to test everything. I have a couple of questions: When testing pictures, do you currently break down the variables in the image? If so, were you aware of using the directional focus of a model’s eyes as a variable?

Add Your Comments

Comments (151)

  1. Bryan,

    My company has a first of its kind shopping cart program for a car dealer to use in a click and mortar strategy. Credit, trade ins, pricing, accurate monthly payments, etc.

    Within that program we use a 3D avatar and you are exactly correct on your assessment that as humans we are drawn to faces, then to what the faces are looking at.

    Our avatar comes from Haptek and what attracted us to them is that their avatars don’t just sit there blankly starring back at you, it has default animation that has it cycle through realistic emotional states.

    It does other things, but related to your post, for our on demand help, we made it so that “upon a mouseover” the avatar would look over to where you are pointing, then look back at you and tell you about the screen object in question.

    It is still very early for us, but the effect of this on consumers has them doing what in Artificial Intelligence and entertainment circles we call transference. Tansference is when we suspend our knowledge that the character is not real and start to think of it as a real person with thought, feelings and personality.

    Just thought I’d share since your Persuasion Architecture shaped a lot of our work (we’re huge fans) and ask your thoughts on the role Interactive Virtual Agencts / avatars / online shopping assistants, etc.

  2. That’s very interesting Bryan. Additionally, let’s not forget the power female photographs over male photos. Interestingly enough, even among bloggers or within social media outlets such as digg, many people (male and female alike) will place a display photo of an attractive female to encourage readers and voters to take interest in their content! It goes to show that sex sells. And of course if all the elements are in place; ie eye direction, colors, content, headlines, etc. you can maximize your conversion results.

  3. [...] How A Pretty Face Can Push Visitors Away [...]

  4. Bryan, excellent article.
    Ayat, good to see you here, I’d like to complement your comment, if you allow me,
    Loving the ads and buying the product are two totally different things. For advertising to be effective it has to reinforce a brand’s core value not just get attention.
    Advertising needs not only to grab your attention but also to communicate a message. Too much beauty or entertainment or even celebrities can get in the way of delivering the message
    Cheers
    Lucio

  5. [...] you ever heard the saying “a picture is worth a thousand words”? Well, you should choose your images carefully, or you’ll take attention away from your persuasive message. del.icio.us Digg Furl Reddit [...]

  6. Hmmm … What about when models are an integral part of what you are selling, like jewelry for example?

    Funny, at first I thought this article was about using real people instead of models. Sounds like after reading this, that beauty is still the big draw. We are asking our customers to send in pics of themselves wearing our jewelry so that we can put them on our site. My feeling is a woman wearing georgeous jewelry will feel beautiful and that will be reflected in her picture – regardless of whether or not she is a model.

    How do I make best use of these pictures?

  7. Which version sold the most merchandise? Maybe that was mentioned in the post, maybe I just missed it.

    I’ll pick the creative treatment that sells the most merchandise, not the one that has the neatest heatmap.

  8. Kevin,

    That is a given. The point of the post is that they never even tested it and the fact that it does have an impact on visitor behavior. In the proper experimental process you should be aware of all the variables and their potential impact on the final outcome. If you are not aware of it, you can throw away something that might have been the best model for your page only they had their eyes in the wrong place.

  9. Mendy,
    How about a rating contest? Viewers can rate pictures of women wearing their jewerly. You can give a small prize to whomever gets the best rating. Women enjoy looking at and commenting on other women’s attire. This just gives an incentive to post their own picutures for the prize.

  10. Just a matter of specialisations I guess – as a keen photographer I’ve long been aware of pic composition, including how any movement, trails or eye direction, even “random” straight lines, all affect the viewer’s eye direction and engagement.

    A basic example is how a car moving should always be moving “into” the picture, not out of it, unless you’re deliberately creating an “exit” picture. In contrast you’ll see many casual snappers simply trying to center a moving car.

    To me it seems using a professional photographer or graphic artist and listening to them beats using stock “pretty” photos of women. I doubt I’m alone in actually raising barriers against adverts with pretty women, done to death and far removed from engaging me with the product or service. In fact I tend to presume there IS no real message if they have to fluff it with mild porn. Attractive people of either sex are great for closing deals and getting contracts signed in person, not so great for passive viewing on the net. Heck, get em too aroused and they’ll click to a whole different site…

    We’ve already gone past this I glamor stuff I think, I’m already bored with the cheesy pics of “homely” people, pro photography, scrubbed and squeaky clean images of fugly people, as they’re “more real”. Nah, they still look fake. Use a cartoon or avatar and show me a photo of your actual store or office? A lovely lass may grab attention but why read boring text when you can gaze at her? Ms Lovely gazing at your product? Yep, that could work. Once or twice.

    S.

  11. Absolutely fascinating! Thank you for this article.

  12. interesting article, thanks — one thing that could make the example much clearer is to maintain the left right positions in the two sets of images ;)

  13. I haven’t really think about this much but after reading your article I realized you have a point. Thanks for the new idea. I will keep it in my mind. ^^

  14. The heatmap looks too perfect to be natural. Personally I found the averted eyes very distracting and unnatural.

  15. The heatmap has been generated from a sample of several hundred consumers, hence the ‘too perfect to be natural’ appearance – we don’t often get to eye track so many consumers! Bryan, thanks for bringing this great example of persuasion to the attention of your readers.

  16. [...] attention to communicate than words. On October 2nd Grok Dot Com published a post about faces and eye tracking. I as you read through look a the pictures of the woman with red hair, they are out of sync. Your [...]

  17. Great Point..Maybe the old saying sex sells isn’t quite true. I wonder if we flipped this around and put a 80 year old in there what the stats would be. I am going to do some research of my own as you have definately peaked my interest. I can see where the advertising might go missed with a destracting picture, however every time you turn on the tv or open a magazine these exact ads are in them.

    http://www.PassportMentors.com

  18. I never thought of it that way thank you
    I might want to chage my marketing look
    http://www.livingeasyat40.info

  19. You have the pictures reversed, top left on add in bottom right on
    heat map :|

  20. In my humble opinion, all too often today small business owner while an expert in their product has too little knowledge of marketing. Their choice become the all too familiar do nothing to spend more on a ill conceived campaign than the product will ever return in revenue. Remember, this story isn’t directed to the pro’s at Proctor & Gamble, they already know that you like little snuggle bears. This is about who a grass roots marketer can get the biggest bang for the buck. Sadly, most small businesses have to choose between competing needs for their money. The marketing budget is always the one that seems to give way. I think the article should stress that todays shoppers are visual and that with a little work todays business owners can syndicate their products into the internet better than ever before. I run a South Florida virtual tour company, and while most people think of virtual tours for real estate we have had great success moving product based images into the tours. Imagine a time sensitive product like produce- we have a produce wholesale who sends up 15 product jpg every week and we convert them into a slideshow style tour. He then takes this slide show url and emails it to his client base every Monday morning. You bet it’s a success! To learn more take a look at my website at http://www.mls-tours.com (yes a picture is worth a thousand words)

  21. Isn’t it odd that there are no red areas on the picture to the right?

    According to the post, eye contact was supposed to “stop you in your tracks”. Wouldn’t that leave a very red zone around the eyes.

    Looking it the pictures, it does not look as if the “complete amount of looking” adds up. w/o eye contact people look harder on all areas of the picture? Where did they look when faced with the “eye contact picture”?

    Is it just me?

  22. [...] your points. I wrote about using pictures on landing pages a couple of weeks ago, so did GrokDotCom. The important point is that not only can a picture express complicated points quickly they can [...]

  23. Great post. An eye opener for me. I will for sure work on this concept in next photo shoot for our products.

  24. [...] heartiest congratulations toBrian Eisenberg for taking 1st place in the Online Marketing/General Category. His visual demonstration of how the [...]

  25. [...] How a pretty face can push visitors away [...]

  26. Very interesting! We had thought about adding a lady’s photo to our landing page, in addition to the three featured gentlemen. We’ll split test this idea and see what works the best. Also, we had never thought of changing the focus of the person’s gaze to the product being offered, instead of the direct look at our visitor (eye to eye contact). Thanks!

    Eric

  27. [...] have always been a big fan of Bryan Eisenburg including his books and blog.  I came across a blog post about website graphics and usability a few days ago and found it very interesting.  It is a bit dated (few months old) but a very good [...]

  28. Who could ever think that it matters??
    Thanks, great post!

  29. [...] Fijáos en este ejemplo, sacado de un magnífico artículo sobre la influencia de las caras en los ratios de conversión. [...]

  30. [...] Future Nowより Webサイトでマーケターが顔を使って人の注目を集めているのは自然なことです。人間は生まれつき自然と顔に惹きつけられ、興味を持つからです。事実、私たちの調査からWebサイトに顔写真があるサイトは「プロっぽい」という風に訪問者に受け止められていることが分かっています。 [...]

  31. [...] Perhaps the marketers at TracFone should read Bryan's award-winning post, "How a Pretty Face Can Push Visitors Away." [...]

  32. Did any one test for a man/woman conversion?

  33. [...] Een artikel hierover kunt u lezen op de website van grokdotcom, How A Pretty Face Can Push Visitors Away [...]

  34. [...] is real designers test, graphic artists calling themselves designers don’t. Related Reading: How A Pretty Face Can Push Visitors Away What really happens when you use those stock photographs website designers are addicted to today? [...]

  35. [...] The funny thing is that we as humans look for and focus on faces in whatever we look at, before almost anything else. We see this all over the web sub-culture in the form of emoticons. You may only type a colon and a parenthesis but what we see is a smiley face : ) Another example is if you cut two triangles and a moon into a pumpkin, and all of a sudden we see a creepy face (it’s looking into my soul, i know it is!) With this in mind why not ditch the “portraits” in favor of “profiles”, i.e. stock photos where the model is looking in a direction other than at the camera. This type of shot allows the viewer’s eyes to first catch the face of a model, and instead of locking eyes with the model, they are free to take in the rest of the content without feeling compelled to revisit the model. Better yet, if the model appears to be looking at a well placed headline or the content itself, where do you think the viewer will look? Yup, the viewer’s eyes will immediately flow to the dominant element the model is looking at. (For a little more analysis about this whole topic, read this Future Now Article.) [...]

  36. [...] I’m not a fan of this Abercrombie postcard, and not just because it’s a drab black and white. Although the shirt on the human shows the product in context (as it should be used) – we only get a good view of the model’s shoulder. Her eyes are looking right at you, which we know is not the best shot because the call to action links are below. Instead, your eye tends to follow along the girl’s arm and stop at the back of the guy’s head or cheek. (Read why models eyes should be looking at the call to action). [...]

  37. [...] Better placement of content — Eyetracking studies also show that staring faces distract visitors. People immediately look to the center, then the flashing signature moves the eye to the right, [...]

  38. [...] dear friend Bryan Eisenberg’s post How A Pretty Face Can Push Visitors Away also won in the Online Marketing / General category. I am thrilled for [...]

  39. Bryan, great eyeopener article. I think we did same mistake. Thanks for heads up on this. I think we need to test changing our images.

  40. How A Pretty Face Can Push Visitors Away…

    It’s no surprise that marketers use faces to draw people into their websites. They know that, from birth, humans are naturally attracted to, and engaged by, faces. But be careful. Simply picking a “pretty” picture isn’t enough. Generally, it’…

  41. I have come across this web site: http://feng-gui.com/ it’s analyzing web page according to their algorithm. its nice, and can give you general idea about where will people look on your advertisement (print or web page). Still, this is better for the print format since web pages can have animation/changing colors rather than still images. Another issue is the text…

  42. Very interesting post man. I actually had no idea placing a person on your site would increase conversion that much. Something else to test :)

  43. Thats a short but very nice article, I enjoyed reading it. Thanks!

  44. [...] How A Pretty Face Can Push Visitors Away Das Auge lenken [...]

  45. Its really amazing to know

  46. [...] with the customer service representative looking right at me. The Future Now folks explain that a model’s eyes direct your eyes. When the model looks at the call to action, your eyes will follow. If 1-800-Contacts wants me to [...]

  47. [...] the model is looking off into nowhere, as we learned from GrokDotCom’ SEMMY Winning article How a Pretty Face Pushes Customers Away, people are going to get stuck looking at her [...]

  48. Very interesting. Its a great to study and learn about the psychology of marketing, and what makes people take action etc. It gives you a huge advantage!

  49. great article, very well presented and gives you a great overview of the power of human psychology in marketing. Thanks for the post!

  50. [...] study on how to choose photos for your ads. http://www.grokdotcom.com/2007/10/04/how-a-pretty-face-can-push-visitors-away/ « előző | következő » vbandi — 2009. 01. 23. [...]

  51. We’ll split test this idea and see what works the best. Also, we had never thought of changing the focus of the person’s gaze to the product being offered, instead of the direct look at our visitor (eye to eye contact). Thanks!

  52. [...] the model is looking off into nowhere, as we learned from GrokDotCom’ SEMMY Winning article How a Pretty Face Pushes Customers Away, people are going to get stuck looking at her [...]

  53. [...] d’info surgrokdotcom.com How A Pretty Face Can Push Visitors [...]

  54. [...] einem Beitrag auf FutureNow beschreibt der Autor, wie ein hübsches Gesicht in einem Online-Shop in bestimmten Konstellationen [...]

  55. [...] I chalked that up to my own less-than-warm and fuzzy disposition — until a friend sent me this post from GrokDotCom. Take a look at the heat maps in the post and then look at these two [...]

  56. This is really great info Bryan. I’ll definitely put it in my body of knowledge for my campaigns. Thanks a lot!

  57. [...] jakiś czas temu na blogu grokdotcom.com/ ukazał się tekst How A Pretty Face Can Push Visitors Away opisujący wnioski z badania eye-trackingowego reklam na których pojawiały się ludzkie twarze. A [...]

  58. [...] place can take away from your sales? Check out Bryan Eisenberg’s SEMMY award winning post on how a pretty face can push visitors away. How can a girl like the one in this post take emphasis off your products? By looking at you, the [...]

  59. Wow, thanks for this article! Very informative.

  60. [...] Bunnyfoot, via GrokDotCom [...]

  61. [...] Bunnyfoot, via GrokDotCom [...]

  62. I enjoyed this analysis. While I don’t necessarily agree with every point made (in terms of eye contact), I do agree that one should be cognizant of the images used on their website.

    I debated long and hard about the pictures to use on my website. In the end I settled on clip-art like photos.

  63. [...] Bunnyfoot, via GrokDotCom [...]

  64. Good article useful
    Thanks

  65. I completely agree with you for all the points. Good thing is, most of the people know this as a fact (at least those people i have interacted). But still they tend to ignore. Most of time campaign is done by advertising people and they are given pre-shoot models photos to make use of.

    Thank you.

  66. Excellent resource for designer. result with Heatmap will help show them to convince their clients.

  67. Hi Bryan,

    As an A/B, Split Testing software vendor, I completely understand the need for testing such minor variations in images. Even small additions such as background halo, critical text in bold, etc. can have significant impact on the conversions.

    But, honestly, it never came into my mind that even the gaze direction can impact the conversion. Would be interesting to test it further.

    -Paras

  68. These 2 heatmaps don’t really add up. It looks to me that they may have been produced to better illustrate the point rather than to be accurate.

    Either part of the total image has been cut away or the one on the left represents a greater time period.

    If it were over the same period I’d expect to see a greater sized yellow or green area on the one on the right.

    After all, the participants had to be looking somewhere.

    So where were they looking when they weren’t looking at the product?

  69. Wow.. interesting finding.

  70. The Heatmap is also a pretty good example of mediocre photoshop work! It’s very compelling. My favorite is when the same stock photo ends up on several big-brand sites… often photos that I’ve already bought and used for $2, most the time.

  71. [...] What are you looking at? Filed under: Uncategorized — mikevallotton @ 2:36 am Tags: advertising, web design, web development http://www.grokdotcom.com/2007/10/04/how-a-pretty-face-can-push-visitors-away/ [...]

  72. Hi David Hamill, you are correct the participants were looking somewhere else – the images are from 6 sheet outdoor advertisements that were shown in context i.e. within a street scene. The participants were looking at elements within the street scene rather than the advertisement.

  73. This is all kinds of crazy useful. I’m literally copy/pasting this to my designer right now. Thank you!

  74. A T-shirt with the brand name on the chest is the best place to target male audience…..(just kidding)

  75. very interesting article, thanks — one thing that could make the example much clearer is to maintain the left right positions in the two sets of images….

  76. [...] >> The eyeline of models [...]

  77. I had never considered this before. I did the same thing on the pictures before viewing the heat map. My eyes went to where hers were.

  78. You have a very good point. I could see how it would be better to have the person’s eyes pointing towards the text, thanks.

  79. [...] Bunnyfoot, via GrokDotCom [...]

  80. It’s a great idea!
    But I think that if you do not look at the picture with Heatmap and just look at two ads, the one with the eye watching ahead looks more natural and attractive.

  81. People don’t just make this up. I’ve seen myself on sites I manage that by changing things as simple as slight color modifications or shadow effects that it can draw the eye to a different part of the page. Good job for pointing this out Bryan.

  82. [...] – Use persuasive images. A recent study showed something very interesting: When a face in stock photography looks away from your copy, people are likely to look away as [...]

  83. indeed you are right bout that

  84. Really nice theory and clear demonstration as well. However, most people images I used are from other websites so I don’t have much control about the angle of a face.

  85. Absolutely fascinating! Thank you for this article. :)

  86. Thank you for this eye-opener, I’m now off to find some pretty girls facing the way I need and eyes to one side!

  87. [...] And for more text-heavy sites and pages, wouldn’t skim- and scan-friendly formatting that makes use of bullets, bolding, and embedded links similarly affect or change the F-pattern described by Nielsen? We know the direction of your model’s eyes can affect how people look at your page. [...]

  88. What a fantastic article. Never thought about it before but now that you’ve pointed it out I caught myself looking at the example photos exactly as the heatmap predicted. I hate being predictable like that!

    Anybody know of a webcam eyetracking software? I’d sure like to be able to do these at home.

    Henal Cityslick

  89. [...] – Exploiter des images persuasives : une étude récente a démontré un phénomène très intéressant : quand une image contient un visage regardant dans une direction, les individus sont susceptibles [...]

  90. They do say the eyes have it.
    Your article has really opened my eyes.
    Will be impimenting it in my new site.
    Thank you.

  91. Thank you Bryan for good article.

  92. [...] Custom has it that the web designer chooses some attractive images that go in the line of the client’s message or the client simply gives a CD with a number of stock images or images it has collected. It is the web designer’s job to get as close to ‘image marketing’ and explain things. A pretty face can push visitors away as clearly illustrated in this article. [...]

  93. wow very interesting…never thought about that before

  94. Bryan, great eyeopener article. I think we did same mistake. Thanks for heads up on this. I think we need to test changing our images

  95. Nice post. Here’s my post on the same topic with similar Tobii eye tracking on a baby’s face.
    http://bit.ly/xkvEd
    It is getting a lot of ‘attention’ and I am doing a more detailed research piece on faces in advertising at the moment too! Stay tuned!

  96. Very interesting article you wrote.
    i will think about this topic for sure :)
    thank you

  97. Nice post. I also think text positioning is important in terms of where you want your user to go.

  98. very interesting point of view. I never though of that.

  99. Absolutely awesome! Thank you for this article.

  100. Very interesting. Ive thought about putting a pic of my wife on our home page. I may just do it now.

  101. Very interesting. Its a great to study and learn about the psychology of marketing, and what makes people take action etc. It gives you a huge advantage!

  102. Great job my boddy. Great thing i think :)

  103. Really good article bryan!

  104. Great blog, I really enjoyed this post. I will be back and have bookmarked your site.

    Herrenunterwaesche Damenunterwaesche

  105. Almost forgot, just thanks for great stuff.

  106. Absolutely fascinating info! Thank you for this interesting article.

  107. Thanks,great post.

  108. [...] to a product (looking to the left or right) will “heat up” the product image. From GrokDotCom, here’s a real (made on humans) eye tracking heatmap: Model looks at you (left) and at the [...]

  109. I just checked my website and the female on my header is lookin directly at my logo…..I guess I got lucky

  110. I don’t currently have any imagery on my site as it is a purely factual and information site focused on gas mileage. I wonder whether there is any scope to include facial imagery to better engage with petrol heads?

  111. Awesome, thank you for sharing this article. I wonder every time how marketing is thinking about.

  112. Yeah I have kept facial imagery to a minimum on my site as it concentrates on attributes of hotels. I think if I was selling products this would be really useful to consider.

  113. Thanks,great post.

  114. It’s interesting how human faces change the eye movement. If it is purely textual content the eye tends to follow a standard top left to right and down path as shown here:
    <a href="http://www.youtube.com/watch?v=w29DrEEsqT4&feature=player_embedded" rel="nofollow" this is significantly altered if there is any imagery especially facial.

  115. it’s a nice advice for marketers and how the right pose of a model.

  116. Hm, wow. Advertising and marketing psychology is a really interesting field. This eye technique is very useful, thank you!

  117. Really good theory and a clear demonstration. However, because most people used a photo from another website, I need to control the angle of the face is not power.

  118. I’m surfing internet till I found your website. I’ll visit you again.

    Anyway, visit me for sometime ^_^
    HDTV Buyer Guide

  119. Hi Bryan,

    One of the sites you mention within your “a/b testing” book (it’s a really interesting read) is Victoria’s Secret, where the models are almost always looking the viewer in the eyes.

    Obviously it would appear rather silly if they were all checking out the bras, bikinis that they were wearing.

    I would appreciate your thoughts on why or if this works?

    For clothes, jewelry etc. where the models is actually wearing the product, rather than just being a pretty face distracting from the product do a different set of rules apply?

    Thanks for a great article!

    Matt

  120. and now? I need a better face.. :-(

  121. Very interesting!! I never though to look at ad designs that way. I will look ad ads very differently from now on.

  122. I love seeing data like this. I’m always turned off by pictures like the above just because I’ve seen so many generic shots of smiling business people. Imagery like that just looks like lazy design to me. Stock photography shouldn’t look like it is stock photography.

  123. Now this is interesting in deed! I have seen this so many times – the wrong way that is. I am going to try this on my site tonight!

    thanks mate!

  124. [...] How A Pretty Face Can Push Visitors Away June 3rd, 2010 | Author: Jason via grokdotcom.com [...]

  125. Yeah! you are right that “humans are naturally attracted to, and engaged by, faces”

    pretty cool article and surely this article is very much useful for the people in online marketing.

  126. For clothes, jewelry etc. where the models is actually wearing the product, rather than just being a pretty face distracting from the product do a different set of rules apply

  127. Hm, wow. Advertising and marketing psychology is a really interesting field. This eye technique is very useful, thank you!

  128. As consumers evolve they begin to be more selective and won’t fall for a pretty face. People want something real. It’s not hard to decifer between a model and a real person.

  129. Dear Bryan and All other eye tracking interested,

    There are many good points and questions raised in this article and many valuable comments derived from that.

    I have a couple of extra ones I would like to add:

    1) With regards to the study setup, it would be very interesting to know how many cells the respondents were divided into and if the respondents were looking at both images? When we conduct studies where there are images that are very alike, you will generate a bias between the first and second exposure (even if you rotate them). So we would recommend our clients to split it into 2 cells, where each respondent look at only one image and then you do the comparison across the 2 cells. There could potentially be some quite large bias here due to which one you see first and then when you see the second one, you have recognition and you automatically search for the differences, which would give a different result than if it was a first time exposure (off course you could also design a study where that is the objective)

    2) I think there is no specific guideline you can use every time you generate an ad, pack or another marketing creative. Our finding on thousands on ad tests is that sometimes it is the right conclusion that the model look at the text and in others it is more powerful if the model looks directly at you. There are many factors playing into the conclusion. The main point being the importance to set up the objectives of the study. Do you want to brand your name? Product, the “situation” the model is in? In some cases it is great that the “model” look at the text and in others it is not. It also depends on how much emotional activation that the image generates. If the model looks directly at you it is generally creating higher emotional activation (arousal). We recommend to combine eye tracking with emotional activation measurement and also some traditional methods like interviews, focus groups etc. To give another example of a face from a Cadbury TV Ad, I have uploaded an image to Flickr that you can take a look at: http://www.flickr.com/photos/imotionseyetracking/4789835743/

    Here you can see that the Facial expression also do a lot with regards to how “attractive” the face is and what emotional arousal that is brings. One problem you can find is that if the model generates too much arousal, it might have too big an effect that the respondent to not read the text. So that could also have been the reason for the conclusions derived in this study?

    3) With regards to auto generated heat maps that someone in the comments wrote about, there is an interesting blog discussion on that on the following link that shows some of the precisions issues with that. I think that as with most research precision and accurate data is the most important part of generating powerful and ROI based decisions on your ads, packs, etc. If you want to check out a bit about the problems using auto generated heat maps or low priced eye tracking solutions, please check out this link: http://www.youshouldtestthat.com/avoid-the-pitfalls-of-computer-generate-heat-maps

    So I guess in conclusion my main points are: 1) Be sure to know what your research objective is, 2) combine the right research methods for your studies 3) use the right equipment, so you do not get bias in your data.

  130. [...] here’s a heat-map of an advert in which the model looks straight at you in one image, and at the product in another [...]

  131. [...] Do the people in photos look towards your page copy? [...]

  132. [...] The folks at TracFone should read Bryan’s post, “How a Pretty Face Can Push Visitors Away.” [...]

  133. Its established that users will naturally gravitate to top left as shown in this study by Google: http://googleblog.blogspot.com/2009/02/eye-tracking-studies-more-than-meets.html

    I think that this is a simple but crucial element of where you position your main messaging.

  134. interesting article, thanks — one thing that could make the example much clearer is to maintain the left right positions in the two sets of image

  135. For clothes, jewelry etc. where the models is actually wearing the product, rather than just being a pretty face distracting from the product do a different set of rules apply.
    Regards

  136. That is neat how we follow the eyes like that! From a marketing standpoint it makes such a difference when promoting your product.

  137. Interesting article I always though that beauty sells but I haven’t though it that way, this a great tactic for marketers to set the models look at the product instead of the consumer

  138. In heat map, i prefer the first image, as the eyes are on product, so visitor automatically view the product , and not stuck on pretty face. I have a e commerces site where model body shape also affect the sale.

  139. Interesting post. I was always occupied with a feeling that pretty faces brings great traffic but heat map change the tactics over the ages.

  140. Yeah I guess the only issue, though, is finding model shots with their eyes pointing the right direction. Still, as demonstrated, this would see worth the effort.

  141. Very interesting study! Before i read this post, I don’t care with model’s eyes. Usually i just picks some ‘good looking’ woman / man, then put in my site. I will thinking twice now, seems like this really good to increasing our conversion rate ;)

  142. I certainly agree with the idea on how a beautiful model can boost up your business. With the newest technologies in graphics beauty can be enhanced more.

  143. [...] Grok [...]

  144. I agree with your idea, a good image can keep visitors coming back again and again.

  145. [...] [...]

  146. [...] ソース:grokdotcom.com [...]

  147. [...] [...]

  148. Spot on with this write-up, I actually assume this website wants much more consideration. I’ll most likely be again to read way more, thanks for that info.

  149. [...] dear friend Bryan Eisenberg's post How A Pretty Face Can Push Visitors Away also won in the Online Marketing / General category. I am thrilled for [...]

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Bryan Eisenberg, founder of FutureNow, is a professional marketing speaker and the co-author of New York Times and Wall Street Journal bestselling books Call to Action and Waiting For Your Cat to Bark and Always Be Testing. You can friend him on Facebook or Twitter.

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