## 5 Results
Figure 8 analyzes a photograph of the Prudential Tower in Boston, built in the International Style in the 1960s. This very large building is almost completely ignored, with the exception of the top floors, which are morphologically distinct from the rest, and create visual contrast. The second \"hottest\" point is a small part of the morphologically more complex 111 Huntington Avenue building, seen on the right at a distance (A/G). Removing the lettering from the top floors of the Prudential Tower does not cause any change (B/H), and neither does cropping the bottom part, which removes the 111 Huntington Avenue building competing for attention (C/I). Zooming in, the Prudential building is more or less uniformly explored (D/J) as its details become more visible and all other points of gaze attraction are excluded, but this uniformity disintegrates as we move further in, and the monotonous repetition is clearly revealed (E/K, F/L). Figure 7: **(A)** The Royal Balony with the Marble throne, from the 18 th century, one of the buildings of the Golestan Palace complex in Tehran, Iran. This building is near the border of the complex, and a tall modernist-style office building can be seen from across the street behind it. **(B)** Eye-tracking simulation heatmap of the ensemble. **(C,D)** and **(E,F)**: Zoomed-in views with their new heatmaps. In Figure 9, in a photograph of Piazza Duomo in Milan, Italy (A), the Duomo Cathedral has been replaced by a curtain wall face of similar color (B) that gets progressively simpler, first by losing one set of horizontal lines per floor (C). In the same simplifying sequence, the facades progressively abandon the complex fractal skyline of the original building for a square profile (D). The heatmap coverage diminishes with decreasing complexity. The people, the flying pigeon, and the surrounding buildings are always within the heatmap, but become gradually \"hotter\" as the central object building attracts less and less coverage. Figure 9 reveals how interest fades as an iconic building loses detail and fractal scaling, we do not believe that anyone has ever demonstrated this important phenomenon before. These sequences of images are very powerful and really drives home how the architectural experience is controlled subliminally, and not by the conscious brain. We have here an incredible and compact recapitulation of the evolution of architectural design during several centuries. Figure 8: (**A**) The Prudential Tower in Boston, built in the International Style in the 1960s, with (**G**) its eye-tracking simulation heatmap. Simplified views with their heatmaps (**B,H**), (**C,I**) and zoomed in views (**C,I**), (**D,J**), (**E,K**), (**F,L**) leading to fragmentation. Figure 9: Piazza Duomo with the Duomo Cathedral in Milan, Italy (**A**) replaced by a curtain wall face of similar color (**B**) that gets progressively simpler by losing one set of horizontal lines per floor (**C**) and abandoning the detailed fractal outline of the building for a square profile (**D**). The sequence of corresponding eye-tracking simulation heatmaps (**E–H**) progressively focuses attention onto the ground plane, ignoring the building itself. Figure 10 analyzes a tiled ceramic mural from the 18 th Century Vakil mosque in Shiraz, Iran. Looking at the whole building from a distance, a mural like this is not a strong visual attractor (see Figure 7E,F for an example from another building where the closer we approach, the more organized complexity we see). Looking closer, however, by zooming in on one mural, the central patterns are now more easily discernible, becoming the hottest areas of the heat map, which fades toward the edges without including the more finely decorated borders (A/B). Zooming further in, this fine detail registers and the whole area is covered by the uniform blue glow (C/D).