![]() ![]() Your browser does not support the video tag. Notifications appearing near the edges of the screen and promoting related content, recent activity, or the capability of live chat are all examples of peripheral animation that is intended to alert the user to relevant features or content, but in practice can be as interrupting and unwanted as a pop-up window. Blinking images and video advertisements in the right rail are the most obvious examples of utilizing peripheral animation for business-oriented goals (with their overuse leading to banner blindness and right-rail blindness), but even well-meaning animations can prove to be distracting and annoying (Clippy, we’re looking at you). On a web page, the periphery generally includes any areas outside the F-shaped pattern of reading. (More about top–down and bottom–up processing in our class on User Interface Principles that Every Designer Should Know.) ![]() The instinctual attention shift to motion is a remnant of the days when we needed to quickly notice a snake in the grass and other forms of looming danger or potential prey (you can decide into which category the snake belongs). This is in contrast to a goal-directed shift (top–down processing), where a person voluntarily adjusts attention to an area of interest. Movement in a person’s peripheral vision triggers a stimulus-driven shift in visual attention and is an example of bottom–up processing. Users’ Attention: Peripheral Motion Demands Attention Only once these questions are answered can an appropriate animation be designed. Indirectly triggered (upon page load, while scrolling, or by some other unrelated activity)?.Frequency of the animation: How often will one user encounter it during one session?.Indicate a relationship between objects that are already in the user’s focus of attention?.Show continuity in a transition between the states of an object?.Attract users’ attention: is the object to be animated something the user must notice and act on immediately?.User attention: Where would the user’s attention otherwise be focused at the time when the animation occurs?. ![]() When considering an animation, contemplate the following questions:
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