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This picture (by tp1977) shows the new treatment of the Big 4, outside the Channel 4 building in London. The Big 4 is a large, steel 4 shape that Channel 4 invites artists to use.

The current Big 4 has been covered with umbrellas and I think it looks great! There has been a mixed reaction to it from the people I’ve spoken to it, but, again, I think it looks great!

It’s a work of art. It’s function is to promote Channel 4 and to promote the Channel 4 brand. It does these things in my opinion.

It is also meant to be a think that people stop and look at, a think that people stop and photograph, and a think that people talk about.

I believe it is doing all of these things. It is a perfect piece of branding, reflecting the Channel 4 mantra for experimenting and doing things first.

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Eye tracking heatmap of the Channel 4 homepage

A couple of weeks ago we carried out some Eye Tacking testing on the Channel 4 website and I posted our initial findings soon afterwards. I’d now like to talk a little about the methodology that we used.

In traditional eye tracking studies the participant is presented with a page (in the case of web testing), given a period of time to look at the page, generally 15 seconds, during which the places that their eyes look is captured. This provides some very valuable feedback in that it shows where users look first, in what order they look at things and how long they look at things for.

However, it is merely a capture of the first look, and not linked to any task. People generally come to a website for a reason – they have a goal. When we carried out our eye tracking, we blended it with qualitative testing also. We carried out the initial gaze capture, but also tacked eye movement during specific task completion.

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