Feng-GUI

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Feng-GUI heatmap service is an automatic alternative to eye-tracking.

Unlike eye-tracking or click-based heatmaps, Feng-GUI creates heatmaps based on where it thinks the human eye would most likely be attracted. Eye tracking is something that designers have long used to measure the effectiveness of advertising, or design more usable web sites (among other commercial applications).

Feng-GUI doesn’t use real eye tracking, which would require that humans look at each object being measured and would hardly scale very well. Instead, the site uses an algorithm that predicts what a real human would be most likely to look at.

The ViewFinder algorithm developed at Feng-GUI is based on research from the field of robotics into how humans see and what sort of physiologic and neurological processes go on in our brains when we look at things. The algorithm than creates a saliency map. Saliency is a neuroscience term that describes how much an object stands out relative to its neighbors.

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