# Observing Pictures and Videos of Creative Products: An Eye Tracking Study
## 5 Discussions and Limitations
On the other hand, the relationship of the time spent on specific AOIs and the understanding of the original characteristics has not been investigated. The use of videos seemingly diminishes mismatches between designers' intention and observers' interpretation, and favors products' understanding, as reported by a study conducted by the authors in parallel to the present one, which partially shares materials and methods [95]. However, it could be possible that a long lasting attention on certain features is not necessarily motivated by the need for product comprehension and evaluation. Consequently, a brief exposure time could lead to different results in terms of comparing different forms of representation. The dynamic analysis of visual behavior could be carried out using the methods proposed in [96], which, on the other hand, underlines the difficulties to be faced when accounting for the time dimension in ET studies. Through the dynamic analysis of visual behavior, it could be possible to study the speed at which videos and pictures tend to drive participants towards focusing on specific AOIs. However, to understand how this affects the understanding and evaluation of the product, future tests, in which the exposure time to the stimuli will be varied, will be carried out. Beyond the lack of clear indications of dynamics and sequences of observation, which requires additional scrutiny, the study is affected by some limitations. At first, as aforementioned, the duration of the presence of AOIs and their size varies when comparing pictures and videos. This element has been overlooked so far and the study of its potential moderating effect is the object of future planned studies. The outcomes of the study are supposedly affected by the following choices and conditions, whose impact could be beneficially analyzed. * The number of leveraged products is limited, as well as the sample of participants is not representative of any population. Despite the latter, many significant differences between attention focused by pictures and videos emerged. * The choice of products along with the corresponding videos was largely arbitrary. The level of creativity and technological sophistication can differ across the chosen products, as well as, although they refer to supposedly common contexts (home, kitchen, means of transportation), they can be featured by different familiarity. With respect to the unusualness of the products chosen, the selection can be considered successful, as no participant spontaneously stated that they were overall familiar with the depictions. * Pictures were made out of the first frame of corresponding videos, but they did not necessarily coincide with the most explicative frame of the same videos. As the latter criterion could have introduced additional arbitrariness, the former was chosen. * Both pictures and videos depicted the products in their final stage of design, as all the displayed products are marketed. The products are shown in their context of use in all stimuli, and they depict real, physical, and non-simulated environments. The backgrounds of pictures and videos have not been checked for consistency in terms of presence of potentially misleading elements. Pictures and videos showing creative products in intermediate design phases could have affected the results. * The background of participants is known just in a subset of cases (engineering, industrial design) and its effect is worth taking into account in future studies along with other demographic data. * The duration of videos and corresponding pictures' exposition was arbitrary, although consistent. * The task participants had to carry out is not a standard one. Results would have been likely different if participants had been left free to observe products and videos. The relationship between TVD on AOIs and the understanding of products' original elements could be beneficially analyzed. * The sequences were standardized for the sake of convenience, but they could be randomized in future studies.