# Observing Pictures and Videos of Creative Products: An Eye Tracking Study
## 2 Objectives and Originality of the Study  
Given the lack of studies in the understanding of people's interaction with creative products, this paper is intended as a starting point in the study of the visual behavior of potential users when they are administered with different forms of representation. In particular, the overall scope is to understand if there are tangible differences between two or more forms of representations. Images and videos are chosen as stimuli for a first investigation for the reasons that follow.  
* They have different level of dynamics based on the classification presented in Table 1, i.e., pictures are static, while videos are dynamic stimuli.
* It is possible to use consistent stimuli for the product sets under analysis; otherwise said, the possible bias due to the use of different products can be overcome due to the diffused presence of pictures and videos depicting the same product.
* Both forms of representation can be employed in ET studies alternatively and supported by the same hardware and software. ET is clearly essential to capture data on people's visual behavior objectively.  
An exhaustive description of the experimental applications of ET in design is provided by [83]. When product evaluations are considered, pictures still represent the predominant form of representation in design-related experiments, while the opportunity to employ videos is substantially neglected. Therefore, the use of ET in the study of products displayed through videos is an additional element of originality of the present paper.  
Conversely to design and engineering, contributions are diffused in medicine, education, and social sciences that use videos as stimuli to be studied in ET studies. Some examples are given below.  
[PERSON] et al. [85] studied the possibility to characterize and diagnose different developmental disorders using the participants' gaze patterns. Different types of ET were employed by [PERSON] and [PERSON] [86], who reviewed the pros and cons of using these tools to analyze the appropriateness of videos for learning purposes in the medical field. Another study [87] focused on the frontiers of ET in the study of visual expertise in the medical field. Another example of the learning process and skill acquisition is given by [88]; the scholars used a video to assess awareness of high-stress situations in case of an aircraft mission simulator. Videos with captions are used by [89] to understand the participant's attention allocation in the pre-learning of unknown words of a foreign language. A similar study was carried out by [90], even though infant sensitivity to visual language was taken into account here. In [91], a mute video of a project team meeting was shown to external observers, and it was possible to measure their level of engagement during the observation of non-verbal interaction of the team members through a remote ET.  
These studies overall indicate that videos analyzed through ET are useful to investigate the understanding and the visual behavior of people, especially when they perceive something unfamiliar, unusual, or new.