exam b2 presentation

introduction

Good morning. My name is Mateusz Głąb, and I am currently studying Applied Computer Science. Today, I would like to discuss the importance of website design and the tools that allow us to evaluate whether an interface is visually appealing. In particular, I will focus on Eye Tracking and Artificial Intelligence, which can be combined to generate heatmaps. A heatmap uses colors to represent data values – in this case, it indicates which elements of a website are most likely to capture users’ attention.

Why aesthetics matter (first impression)

First of all, research shows that people form their first impression of a website extremely quickly – in as little as fifty milliseconds. This highlights the critical role of design aesthetics in retaining visitors. A clear and attractive design enhances the user experience by providing intuitive navigation, well-structured content, and an overall user-friendly layout.

business importance of web design

In today’s highly competitive digital environment, a professional website is essential, as it often serves as the first point of contact with potential customers. If the design appears unattractive or poorly organized, users may leave immediately, regardless of the quality of the content.

website as a business system

Let us now consider a website as a business system, which can be analyzed through four key components: content, structure, interaction, and presentation.

content

Content refers to the information provided – what products or services are offered and how clearly this information is communicated.

structure

Structure describes how the website organizes information, including hierarchy and navigation paths.

interaction

Interaction concerns how easily users can move from page to page with minimal effort.

presentation

Presentation focuses on the visual aspects – colors, icons, layout, and overall design.

business system

While aesthetics are important, they are not the only factor affecting user experience. Research indicates that content, usability, and aesthetics all contribute, but their relative importance depends on the website’s purpose and user expectations.

business system example

For example, a website that looks visually appealing but is difficult to navigate will likely lose users quickly. Conversely, a simple, easy-to-use site with clear information can retain visitors, even if it is less flashy. This demonstrates that aesthetics matter, but content and usability can sometimes be even more crucial.

neuromarketing introduction

So, how can we measure these effects and improve website design?

This is where neuromarketing and artificial intelligence (AI) come into play.

neuromarketing

Neuromarketing investigates how the brain responds to product features, helping us understand and predict consumer behavior. Artificial intelligence complements this by analyzing real-time data and providing actionable insights for rapid decision-making.

neuromarketing methods

There are several methods for measuring brain or physiological responses, such as electroencephalography (EEG) or electrocardiography (ECG). Today, however, I will focus specifically on eye-tracking.

the role of Eye tracking

Eye-tracking uses infrared light to monitor eye movements and pupil positions, directly revealing where a user’s attention is focused. It can generate visual maps highlighting points of interest, which serve as benchmarks for designing more user-friendly websites.

This approach demonstrates that neuromarketing can be considered part of the human–computer interaction (HCI) field.

Measuring Website Aesthetics

Next, I will discuss how we can measure website aesthetics.

Using eye-tracking in combination with deep learning algorithms, we can predict where a user will focus during the first four to five seconds of visiting a website, achieving up to 90–96% accuracy.

clarity score

One of the key metrics is the Clarity Score, which assesses how clean or cluttered a design appears to the user. The algorithm considers factors such as:

• Text volume and size

• Contrast and color usage

• Number of images and visual elements

the clarity score ranges

The Clarity Score ranges from 1 to 100 and is divided into four categories:

• Severe difficulty

• Moderate difficulty

• Optimal clarity

• Too simple

This score also predicts how much visual attention specific elements, such as buttons or images, will receive during the first seconds of viewing.

summary

To sum up, the success of a website depends not only on content and usability, but also on its visual appeal. First impressions are formed in milliseconds, and poor design can drive users away immediately.

summary neuromarketing

By combining neuromarketing with artificial intelligence, we can better understand how users focus, what attracts their attention, and how they experience a website. Tools such as eye-tracking and predictive algorithms provide valuable insights into clarity, attention, and design effectiveness.

end

Across any digital industry, these methods help create websites that are visually attractive, clear, intuitive, and user-friendly. Ultimately, effective design is where technology, psychology, and aesthetics intersect.

This concludes my presentation. Thank you very much for your attention.