<aside> 💡 The Areas of Interest or AOI are rectangular zones inside your artwork with critical elements inside them. By defining these areas, you get back useful statistics related to them. Therefore, designers are able to quantify the Attentions Map's results and eliminate rough assumptions.

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Attention Percentage vs Intensity Factor

Let's take the example of Spotify's landing page Attention Map.

https://s3-us-west-2.amazonaws.com/secure.notion-static.com/189561dc-8179-4706-a62a-5fbea1199a44/VisualEyes_Attention_Map_-_spotify_-_A.jpg

Attention Percentage

https://s3-us-west-2.amazonaws.com/secure.notion-static.com/b0796dec-c0c6-403d-b796-3e8f6fd98b40/Untitled.png

When the Area of Interest is on Attention Percentage mode, the rectangular area will show you how much attention is included in your AOI.

https://s3-us-west-2.amazonaws.com/secure.notion-static.com/090d504d-4445-453a-9a62-eb4b4cc6791d/VisualEyes_AOI_-_spotify_-_A.jpg

In our example, the 5% means that 5% of the total attention is enclosed in our Area of Interest, the Green CTA button.

Intensity Factor

https://s3-us-west-2.amazonaws.com/secure.notion-static.com/56805d29-f048-4a26-aa29-37bfe1fb22b4/Untitled.png

When the Area of Interest is on Intensity Factor mode, the rectangular area will show you how much attention is included in your AOI compared to the average attention distribution in your design. This is a more advanced representation of AOI which is giving you more information.

https://s3-us-west-2.amazonaws.com/secure.notion-static.com/f53bc9cd-87b4-4996-b0d8-f5ee1d8a6bdb/VisualEyes_AOI_-_spotify_-_A_(3).jpg

In our example, the x4.85 means that attention enclosed in our Area of Interest is 4.85 times more than the average attention. This helps us understand not only how much attention is inside an area but also how intense is the attention.