# Observing Pictures and Videos of Creative Products: An Eye Tracking Study
## 4 Data Acquisition and Elaboration
### Data Elaboration
\begin{table}
\begin{tabular}{l c c c c c c c} \hline \hline
**Product** & **AOI** & **AOI Name** & **Form** & **TVD Sum** & **TVD Average** & **TVD SD** & **TVD Diff\%** & **Significant Increase** \\ \hline Equilibrium & A & Hand & Picture & 8.57 & 0.61 & 0.51 & +591 & ** \\ Equilibrium & A & Hand & Video & 1.24 & 0.09 & 0.23 & \(-\)86 & \\ Equilibrium & B & Hinge-1 & Picture & 3.43 & 0.25 & 0.38 & \(-\)82 & \\ Equilibrium & B & Hinge-1 & Video & 18.77 & 1.34 & 0.92 & +447 & *** \\ Equilibrium & C & Hinge-2 & Picture & 1.76 & 0.13 & 0.28 & +53 & \\ Equilibrium & C & Hinge-2 & Video & 1.15 & 0.08 & 0.13 & \(-\)35 & \\ Equilibrium & D & Fruit & Picture & 17.44 & 1.25 & 0.95 & \(-\)73 & \\ Equilibrium & D & Fruit & Video & 65.76 & 4.70 & 2.06 & +277 & *** \\ Equilibrium & E & Water & Picture & 5.79 & 0.41 & 0.50 & \(-\)82 & \\ Equilibrium & E & Water & Video & 32.00 & 2.29 & 1.14 & +453 & *** \\ Flame & F & Pot & Picture & 9.57 & 0.68 & 0.90 & +28 & \\ Flame & F & Pot & Video & 7.45 & 0.53 & 0.59 & \(-\)22 & \\ Flame & G & Flame & Picture & 18.76 & 1.34 & 0.91 & \(-\)72 & \\ Flame & G & Flame & Video & 66.19 & 4.73 & 1.09 & +253 & *** \\ Flame & H & Handle & Picture & 29.09 & 2.08 & 1.09 & +109 & ** \\ Flame & H & Handle & Video & 13.92 & 0.99 & 0.52 & \(-\)52 & \\ Stairs & I & User & Picture & 14.10 & 1.01 & 0.37 & \(-\)26 & \\ Stairs & I & User & Video & 19.04 & 1.36 & 1.06 & +35 & \\ Stairs & J & Frame-1 & Picture & 4.32 & 0.31 & 0.42 & +13 & \\ Stairs & J & Frame-1 & Video & 3.81 & 0.27 & 0.29 & \(-\)12 & \\ Stairs & K & Frame-2 & Picture & 1.61 & 0.12 & 0.11 & +388 & * \\ Stairs & K & Frame-2 & Video & 0.33 & 0.02 & 0.06 & \(-\)80 & \\ Stairs & L & Stairs & Picture & 31.27 & 2.23 & 1.69 & +13 & \\ Stairs & L & Stairs & Video & 27.72 & 1.98 & 1.05 & \(-\)11 & \\ OnPot & M & Hand & Picture & 9.06 & 0.65 & 0.63 & \(-\)23 & \\ OnPot & M & Hand & Video & 11.76 & 0.84 & 0.52 & +30 & \\ OnPot & N & Cap & Picture & 17.58 & 1.26 & 0.44 & \(-\)85 & \\ OnPot & N & Cap & Video & 119.60 & 8.54 & 1.95 & +580 & *** \\ OnPot & O & Onpot & Picture & 58.13 & 4.15 & 1.23 & +49 & ** \\ OnPot & O & Onpot & Video & 39.13 & 2.80 & 1.15 & \(-\)33 & \\ Hood & P & Hood & Picture & 13.74 & 0.98 & 0.52 & \(-\)74 & \\ Hood & P & Hood & Video & 53.53 & 3.82 & 1.86 & +290 & *** \\ Hood & Q & Steam-1 & Picture & 13.41 & 0.96 & 0.95 & \(-\)59 & \\ Hood & Q & Steam-1 & Video & 32.81 & 2.34 & 1.2 & +145 & ** \\ Hood & R & Steam-2 & Picture & 4.76 & 0.34 & 0.53 & \(-\)15 & \\ Hood & R & Steam-2 & Video & 5.60 & 0.40 & 0.36 & +18 & \\ Tire & S & Rim & Picture & 12.94 & 0.92 & 0.54 & \(-\)66 & \\ Tire & S & Rim & Video & 37.86 & 2.70 & 1.16 & +193 & *** \\ Tire & T & Tire & Picture & 69.03 & 4.93 & 1.24 & \(-\)57 & \\ Tire & T & Tire & Video & 159.29 & 11.38 & 2.51 & +131 & *** \\ Tire & U & Nail-1 & Picture & 4.02 & 0.29 & 0.32 & \(-\)39 & \\ Tire & U & Nail-1 & Video & 6.58 & 0.47 & 0.45 & +64 & \\ Tire & V & Nail-2 & Picture & 7.82 & 0.56 & 0.49 & \(-\)65 & \\ Tire & V & Nail-2 & Video & 22.54 & 1.61 & 0.71 & +188 & *** \\ Tire & W & Nail-3 & Picture & 0.00 & 0.00 & 0.00 & \(-\)100 & \\ Tire & W & Nail-3 & Video & 0.59 & 0.04 & 0.13 & \(-\) & \\ \hline \hline \end{tabular}
\end{table} 
Table 3: Summary of results concerning the Total Visit Duration for each Area of Interest present in both pictures and videos of the selected creative products (*** = \(p\_\)value \(<\) 0.001, ** = \(p\_\)value \(<\) 0.01, * = \(p\_\)value \(<\) 0.05). Figure 5: Violin plots highlighting the most significant differences on Total Visit Duration (TVD) Diff\(\%\) between forms of representation for the product Equilibrium. Figure 6: Violin plots highlighting the most significant differences on TVD Diff\(\%\) between forms of representation for the product Flame. Figure 8: Violin plots highlighting the most significant differences on TVD Diff% between forms of representation for the product OnPot. Figure 7: Violin plots highlighting the most significant differences on TVD Diff% between forms of representation for the product Stairs.