Heatmaps are, besides opacity maps and gaze plots, another graphical representation of eye tracking study results.

During eye tracking sessions participants’ gaze data is captured. Where do they look first, once the website has loaded? How do their eye movements proceed on the screen? Which areas of the website are viewed by participants more intensely, which not at all? On a heatmap, the data is summarized according to time or frequency an area was looked at. The most viewed areas are colored in red. The lesser an area has been viewed, the lighter the color gets, and vice versa. Areas that did not get fixated at all stay clear of any color. This provides a clear overview of the areas that attract the eye.