Gaze Matters: A Systematic Review of Eye Tracking Applications in Visual Communication Design

Abstract

The advancements in eye tracking technology have undergone substantial development within the realm of visual communication design, leading to the emergence of diverse study methodologies and fragmented empirical observations. Despite the large body of research conducted on this topic, there exists a notable deficiency in the thorough integration of these various methodologies, impeding the establishment of a unified comprehension of the field. This review aims to address the existing knowledge gap by consolidating the various research methodologies employed in the domain of eye tracking in visual communication design. The objective is to offer a more comprehensive understanding for both researchers and practitioners. A comprehensive evaluation was conducted on a total of 402 articles published between 2014 and 2023, resulting in the selection of 34 articles for inclusion in the study. The publications were primarily sourced from respected academic databases such as Scopus, ERIC, and JSTOR. A comprehensive record of the primary components of each publication, encompassing the objectives, methods, and outcomes, was meticulously documented within a matrix composed of tables. The review provides a comprehensive examination of the extensive range of applications of eye tracking techniques in studying visual attention, design impact, usability, and user interactions across diverse communication contexts. Furthermore, the identification of potential areas for future research in the discipline was also emphasised. This systematic review elucidates the complex interplay between eye tracking and visual design throughout the last ten years. The utilisation of a structured matrix facilitates the reader's ability to effectively navigate the extensive array of methodologies, conclusions, and implications within this interdisciplinary field. This approach enhances the comprehension and practical application of the gathered knowledge.