Shows how clean and clear the design looks for the users. Clarity is the opposite
of complexity or clutter.
A high score means that the design is clean, simple and clear.
A low score means highly confusing, complex and cluttered design.
How it’s measured? The value ranges from 0 to 100.
bad and clutter
How to improve your design’s clarity with
Dhiti's predicitve eye tracking software?
A cluttered design increases cognitive load. Your goal should be to make a clear design removing
unnecessary information with less content. A clear design is easy to process for a mind with
reduction in cognitive load and ensures that the consumers will see what is expected by designer.
To improve clarity, you need to reduce
Reduce unnecessary text, number of tasks user has to perform and
amount of information user has to keep in mind.
Use more images, increase whitespace or padding around
Organize the design into easily distinguishable content
Shows how exciting and stimulating the design looks for the users
A high score means that the design is exciting, colourful and interesting
A low score means calm, less exciting and dull design.
Please note that less exciting score need not be a bad score. It depends on the design context
and the goal behind the design. Exciting is more related to colors how rich the visual is. Calm
with low exactingness score can be a successful ad and website design. This score is to check
your assumptions about exactingness and whether its matching your expectations or not.
Exactingness value for website above 25 and for advertisement 50 are considered high exactingness
*Clarity and exactingness should be treated independently and they do not affect each other’s value.
While too exactingness score above 85 may affect the clarity score.
Shows what your viewers will see during the first few seconds of visual inspection.
It focuses on which areas of the design are being perceived and which are being ignored. See
whether your important information and call to action are instantly visible to viewers or not.
The report uses a transparency gradient and the most transparent areas are those that attract
Attention Heat map
Shows the most attractive elements of the image for viewers and capture most
attention. The Attention heat map highlights areas likely to receive attention within the first
few seconds. Red areas are most likely to attract attention, followed by yellow areas (medium
attention), and green areas (low attention). Areas that have no color overlay are unlikely to
attract visual attention and will be overlooked.
Shows a % of attention marked areas receive. It’s a score of the predicted probability
that a viewer will look and is likely to get attention at the selected area as compared to other
design elements. 0% means no attention at all, and 100% means this area will be mostly noticeable
The scores are calculated based on the heat map values within the defined AOI. The
scores or number for defined AOI determines the % of visibility of that area. Each region has a
numeric score, predicting the probability a person will look somewhere within the region when they
first glance at the image. You can A/B testing with various layouts, design versions and do a
competitive benchmarking too.
Auto AOI shows the top attention grabbing areas of your design.
How to interpret –
If the AOI score is low, not visible enough, and you wish to increase the score and make
the object more prominent, the visual features gives you cue about how to achieve that.
Inspect which visual feature of this AOI is low and change its design to make it higher.
Intensity features (I) - The percentage of intensity features. (Change dark/light contrast)
Edges features (O) - The percentage of edges and orientation features. (By adding or reducing edges)
Red/Green contrast (RG) - The % of red–green colour contrast. (By changing colour contrast)
Blue/Yellow contrast (BY) - The % of blue–yellow color contrast. (By changing colour contrast)
Design change can be done by changing colour contrast (red/green or blue/yellow), intensity
(dark/light), orientation (change angle of the object), adding or reducing edges, adding or removing