A study on gaze guidance using artificial color shifts

In Web or digital signage, content providers want to guide users' attention to the intended regions. Using active visual stimuli, such as animated or flashing objects, is effective for gaze guidance; however, it has been reported that such an approach often results in unpleasant feelings for users. This paper proposed a new method for gaze guidance using artificial color shifts that does not induce unpleasant feelings in the user. We created an image filter that separates the image in three layers, i.e., cyan, magenta, and yellow, and slightly shifted each layer the left, right, and down, respectively. The filter was applied to the entire image except the region where the user's gaze was to be guided. We conducted experiments using a gaze tracker. The experimental results showed that the proposed method can guide the user's gaze to a particular region with less unpleasant feelings.