Top Down Processing
This is an example of a mouse package I designed for a company called Logitech. There are many goal based objectives to this package. The first short fixation we have with this package is on the mouse itself. We are fixated on the actual item in the package to see if it's a product we want or need. Some of the just in time queries you might have about this product would be what type of mouse this is. For example is this a gaming mouse or an everyday mouse, is it wireless or does it have a cord, does this mouse work with my windows system. These are all things we would find on the bottom part of this package. The process of scan paths would have us first looking at the product, then the graphics and finally turning the package over to get more information on the back of the box.
You can see when the box is turned over there are many more fixations and look-aheads. We would fixate at the graphics on the back of the box to find out if this looks like a mouse we would enjoy using. We would look ahead to see if this is a mouse we could use everyday comfortably, we might also be looking at the price tag to find out if we can afford this mouse. This takes us to the next step of eye tracking to store and track these types of scan paths and fixations. This is so we can remember this item and determine if it is really a product that we want or need.
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