# Observing Pictures and Videos of Creative Products: An Eye Tracking Study
## 5 Discussions and Limitations  
The paper presents a pioneer study of the comparison of people's visual behavior when they are administered with static (pictures) and dynamic stimuli (videos) depicting creative products. Beyond its objectives, as already highlighted in Section 2, original elements of the paper include the use of ET in analyzing videos in the design field, and, more in general, the possibility to exploit dynamic AOIs provided by some ET software applications. The critical discussion of the main outcomes follows. Videos, as a form of representation, overall tend to focus participants' visual attention on the products' parts that the authors considered more original and helpful to explain the products' novel elements. It is worth underlining that the function of videos in product representations might be a specific and not generalizable characteristic for product design and evaluation. Indeed, although videos' capability of driving attention towards moving elements can be intuitively supposed, the effectiveness of dynamic elements in terms of willingly directing people's attention has been investigated in different fields of research with divergent results, e.g., [93; 94]. In contrast, pictures have shown to lead to a dispersion of attention towards elements of little relevance for the understanding of the products' functioning and originality such as objects in the background. To this respect, there is an even more remarked difference in the cases of the products Flame and OnPot. Here, indeed, the video led all participants to increase their attention to the AOIs Flame and Cap for the products Flame and OnPot, respectively. These two AOIs have been identified by the authors as the original characteristic of the product (Flame) and the object that undergoes the main function of the product OnPot (Cap). A similar result can be observed for the AOIs Fruit and Water in the product Equilibrium. These AOIs were observed longer in the videos and, these AOIs are representative of the objects that undergo the main function. An additional evidence emerged by the data analysis is the better capability of the videos to focus the people's attention on products' essential/original characteristics even if these are small-sized. To this respect, the AOIs Nail-2 and Hinge-1 of the products Tire and Equilibrium, respectively, can be taken into consideration. Moreover, as for the product Tire, the attention is noteworthy captured by the AOI Nail-2 as the exposure time varies. Indeed, this AOI was shown statically for 8 s while, in its dynamic exposure, Nail-2 was shown for about 4 s only. Nevertheless, Nail-2 is observed more in the video rather than in the corresponding picture. In the product Hood, it is possible to notice that the video led participants to pay particular attention to Steam-1 compared with the same AOI shown in the picture. This can be due to the fact that the movement of a hardly visible element like steam can be noticed and observed better in a video than in a picture or, at least, to notice the movement of steam in a picture can be more challenging. In the videos of Equilibrium and Flame, a lower tendency of the participants to observe the AOIs Hand (Equilibrium) and Handle (Flame) can be noticed. This highlights the videos' capability to drive participants' attention on specific products' features than on the user. The above observations and discussions were based on the data analysis carried out in the experiment described in this paper. It is useful to remark that the data collected were related to participants' eight-second-long exposure to each stimulus. The analysis of the dynamics of visual behavior could lead to interesting considerations regarding the participants' attention along the exposure time. Indeed, on the one hand, the quantitative analyses clearly indicate that videos tend to maintain a high concentration of the participants on the characteristic features of the product.