Distribution of visual attention in static and dynamic displays

The point of regard is usually considered to be the place where visual attention is directed although there are some exceptions. The identification of the point of regard is easy. A variety of commercial devices are available. The movement of the eye from one place to another stems from two quite different mechanisms. One is driven by events in the visual scene; the other by events in the observer. In common parlance the one involves the attracting of attention; the other the paying of attention. The former has been more thoroughly studied since the driving events can be easily identified and quantified. The latter is largely inferred, although on strong evidence. In both cases quantitative models have been constructed. One can predict very well the statistics of successive fixations on dynamic displays. The treatment of static displays is more difficult because the internal mechanisms are difficult to demonstrate. Nonetheless a single model covering both can be constructed. I shall show how the models and experimental data can be converted into rules for controlling and predicting visual attention on a display.