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Business Productivity Strategies for Success (Collection) by Daniel Silvert, Merrick Rosenberg, Mark I. Woods, Jerry Weissman, Martha I. Finney, Trapper Woods

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41. How Audiences See

Follow the Action

Image

The large, illuminated letter at the upper left of this ancient text has been an established practice in documents ever since medieval times. It marks the beginning of a new document or a new section in a document. The practice has continued on into modern publishing where an enlarged first letter marks the beginnings of chapters in books and the beginnings of articles in magazines and newspapers. Now it becomes a factor in how we view computer—and presentation—screens.

EyeTrackShop, an eponymous Swedish start-up company, does exactly what its name says: Track eye movements to, as their slogan puts it, “identify ...

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