What does the Area of Interest value tell me?

Areas of interest can be used to evaluate how well important elements in an image are able to grab attention. For instance, it can tell you how well a brand logo or a product grabs attention in an ad, or how well a call to action or a button grabs attention in a UX design. This can make it easier to compare designs.

If you generate a heatmap, we also calculate the salience of the added AOI's. The salience of an AOI can be interpreted as the prediction of how likely it is that the AOI will be seen, and is a value between 0-100%. Both the size of the AOI and the salience of the AOI affect the likelihood the AOI will be seen.