What is Feng-GUI heatmap?
  What is it used for?
  How does it work?
  How accurate is it?
  Questions and Answers

Feng-GUI simulates human vision during the first 5 seconds of exposure to visuals,
and creates heatmaps based on an algorithm that predicts what a real human would be most likely to look at.
This offers designers, advertisers and creatives, a Pre-testing technology that predicts performance of an image, by analyzing levels of attention, brand effectiveness and placement, as well as breaking down the Flow of Attention.

Read how our clients are using Feng-GUI.

Use Feng-GUI to realize which areas of the page/photo/advertisement gets most of the attention?
* identify weak spots within an ad and to improve its performance.
* decide how to design the layout of a webpage, along with its buttons and banners.
* proper retargeting (crop and resize) of a photo.
* location of brand and the branding effectiveness. pull out the key moments for use in ad tracking.

heatmap report information includes:
* Heatmap color - The more intense the color (from blue to red), the more interest the viewer is. * Hotspots - Fixations - Regions of interest. The circles represent the focal points and their size.
* Hotspots Order - The number next to the circle, represent the order in which the eyes move.
* Gaze Saccades - The lines represent the movements of the eyes between hotspots.
* Which areas are being ignored. If there is no color or circle in an area, that section has no interest.

The Feng-GUI heatmap is a composition of several algorithms from neuro-science studies of Natural Vision Processing, Computational Attention, eye-tracking sessions, perception and cognition of humans.
Or in English: "What people are looking at?"

Heatmap - from dark blue through green to red, describing the regions of interest (ROI) that catches attention.

Here are some of the visual features that are analyzed in the image.


In videos, Feng-GUI analyzes some more features, such as: flicker and direction and velocity of motion between frames.

* Does it make use of mouse movement and clicks detection? - No.
* Does it uses Eye-Tracking technology? - The results are based and compared to Eye-Tracking analysis.
* Does it employ face or text detection? - The online free version does not.

Feng-GUI attention map reaches over 75% of ROI similarities to Eye and Mouse Tracking.
The algorithms behind Feng-GUI combine few decades of natural vision processing research. We compare and measure the results with eye-tracking sessions.

At the latest comparison benchmark, we used 90 Images of advertisements, natural scenes and web sites.
For each image, 40 different users provided their fixation points, during 15 seconds of observation.

Results extracted from the PhD thesis of Matei Mancas (LG2 attention map).
Mouse-tracking data acquired at TCTS laboratory, Faculty of Engineering, Mons, Belgium
Eye-tracking data acquired by Olivier Le Meur at Thomson R&D, France