title: Target locations in visual field and character recognition by students of Chinese.
abstract: The potential influence of target location in a visual field on search should be considered in layouts of control panels and advertisements. This investigation was done to verify the assumption that the upper-left portion of a page or its equivalent naturally attracts the attention of the viewer. Exp. 1 used a tachistoscope to test which of eight Chinese characters first attracted the attention of viewers. The eight Chinese characters are arranged in a square and a circular configuration. In the square layout, a large square (18 cm x 18 cm) was first conceptually subdivided into nine equal parts (6 cm x 6 cm). Then, the eight Chinese characters were put in the center of each part, leaving the central part blank. In the circular layout, the same Chinese characters were symmetrically placed on the conceptual circumference (r = 6 cm) of a circle within a large square. Exp. 2 was a paper-and-pencil test. An embedded-fault-character-search was used to examine the location of the first faulty character discovered by the subjects. 60 college students and 36 schoolchildren were selected as subjects for the tachistoscopic experiment and paper-and-pencil test. Finally, five graduate students participated in Exp. 3 in which an eye camera registered subjects' eye movements to measured distribution of durations of looking over eight locations. The measurements indicated a slight predominance of the upper-left portion for college students and graduate students, and a slight predominance of the upper-right portion for schoolchildren.
authors.affiliation: Department of Business Administration, Lunghwa University of Science and Technology, Taoyuan, Taiwan. yuanho@mail.lhu.edu.tw
authors.forename: Yuan-Ho
authors.initials: YH
authors.lastname: Chen
authors.forename: Sheng-Hsiung
authors.initials: SH
authors.lastname: Hsu
mesh_terms: D000328:Adult; D001288:Attention; D005133:Eye Movements; D005260:Female; D005364:Field Dependence-Independence; D006801:Humans; D007802:Language; D008297:Male; D009949:Orientation; D010364:Pattern Recognition, Visual; D011932:Reading; D013334:Students / Q000523:psychology; D013624:Taiwan; D014794:Visual Fields