Portrayal of human information visualization

• US 7,169,113 B1
• Filed: 03/02/2000
• Issued: 01/30/2007
• Est. Priority Date: 09/05/1997
• Status: Expired due to Term

• Current Assignee: Hello-Hello Incorporated
• Original Assignee: Hello-Hello Incorporated
• Inventors: Young, Charles E.
• Primary Examiner(s): Reagan; James A
• Application Number:
  US09/517,195
• Time in Patent Office: 2,525 Days
• Field of Search: 725/13, 725/22, 725/24, 725 32- 36, 345/751, 345/716, 345/717, 345/719, 345/733, 345/419, 345/422, 345/421, 345/473, 345/42, 345/47, 345/51, 345/569, 345/589, 345/468, 345/565, 705/14, 705/10, 705/1, 600/558, 359/23
• US Class Current: 600/558
• CPC Class Codes: A61B 5/162 Testing reaction times
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 40/04 Trading; Exchange, e.g. stocks, commodities, derivatives or currency exchange
• CPC Class Codes: G09F 19/00 Advertising or display means not otherwise provided for
• CPC Class Codes: G09F 19/18 involving the use of optical projection means, e.g. projection of images on clouds projection apparatus per se G03B

Abstract

An apparatus and method for displaying viewer reactions to a display object. The display object is divided into a plurality of spatial regions, viewer reactions are collected to an exposure to the display object and correlated with the spatial regions, and the display object is displayed with an aspect of the display of each spatial region being a function of the viewer reactions for the region.

Claims

1. A method for displaying, collecting and evaluating viewer reactions to a display object comprising a plurality of elements, for the purposes of a decision maker'"'"'s evaluation of the display object, the method comprising the steps of:

displaying an undivided display object on a display screen for a predetermined time of between approximately ¼

second and 4 seconds to at least one viewer for the purposes of collecting viewer reactions to the display object;

removing the undivided display object from view of the at least one viewer;

collecting cognitive viewer reactions to at least one element of the display object after the at least one viewer has viewed the undivided display object;

dividing the display object into a plurality of spatial regions, such spatial regions being mapped to the display object, after the step of displaying the display object to at least one viewer;

correlating the previously collected viewer reactions with the spatial regions of the display object;

image processing, using a computer or other processor, the previously collected viewer reactions corresponding to each spatial region;

displaying to the decision maker, and not the at least one viewer, the display object with at least one characteristic based on the viewer reactions corresponding to each spatial region.

2. The method of claim 1 wherein the viewer reactions comprise at least one cognitive response selected from the group consisting of memory of elements, likeability, appeal, purchase interest, relevance, and emotional response.

3. The method of claim 1 wherein the image processing step comprises correlating viewer responses with at least one characteristic selected from the group consisting of coloring, color saturation, transparency, superimposition, opacity and tingeing.

4. The method of claim 1 further comprising the step of the decision maker determining whether the display object elicited desired effects in the viewer, and strengths and weaknesses of each spatial region of the display object.

5. The method of claim 1 comprising:

displaying the object to the viewer for a first short predetermined time;

collecting first viewer reactions to the first short display;

displaying the object to the viewer for a second longer predetermined time; and

collecting second viewer reactions to the second longer display; and

displaying to the decision maker a plurality of images, wherein each image is derived from each of the collected viewer reactions.

6. The method of claim 1 wherein the displaying to the decision maker step comprises providing static images to the decision maker.

7. The method of claim 1 wherein the displaying to the decision maker step comprises playing a movie of the images to the decision maker.

8. The method of claim 1 wherein the step of displaying the display object on a display screen comprises displaying the display object on a computer screen.

9. The method of claim 1 wherein each spatial region comprises a cell of a matrix.

10. The method of claim 1 wherein the step of collecting cognitive viewer reactions comprises recording remembered elements.

11. The method of claim 1 further comprising the step of determining how long it takes the viewer to register the elements.

12. The method of claim 1 wherein the step of collecting cognitive viewer reactions comprises recording the location on the screen where the viewer remembered seeing the elements.

13. The method of claim 1 wherein the displaying to the decision maker step comprises displaying on a computer screen.

14. The method of claim 1 wherein the displaying to the decision maker step comprises displaying via a projector onto a surface.

15. The method of claim 1 wherein the at least one characteristic of a spatial region is determined by the percentage of viewers having reactions to one or more elements located in the spatial region.

16. The method of claim 1 wherein the display object comprises at least one object selected from the group consisting of a print advertisement, a page from a catalog, magazine, or other printed publication, an electronically published page, an internet page, a CD-ROM page, a photograph, an artistic rendering, and a visual representation.

17. The method of claim 1 wherein the at least one element comprises an object selected from the group consisting of a headline, a character, a figure, a word, a package, a brand, and a logo.

18. An apparatus for measuring viewer response to a display object comprising a plurality of elements, the apparatus comprising:

a display for displaying an undivided display object to one or more viewers for at least one predetermined time exposure comprising a duration of between approximately ¼

second and 4 seconds;

a data collector for receiving responses from the viewers regarding at least one of the elements after the viewers have viewed said display and the undivided display object has been removed from view of the one or more viewers;

a processor for correlating the responses to a plurality of spatial regions mapped to the display object and assigning at least one characteristic to each of said spatial regions based on the responses; and

a display for displaying the display object divided into said spatial regions having said at least one characteristic to one or more decision makers but not to the one or more viewers.

19. The apparatus of claim 18 wherein said display object comprises a visual stimulus represented or projected on a two-dimensional surface.

20. The apparatus of claim 18 wherein either of said displays comprises a computer screen.

21. The apparatus of claim 18 wherein said display for displaying the display object divided into said spatial regions comprises a projector.

22. The apparatus of claim 18 wherein said display of the display object comprises a visual stimulus designed to communicate a specific set of messages in order to elicit a response from viewers of the display object.

23. The apparatus of claim 18 wherein said display object comprises at least one object selected from the group consisting of a print advertisement, a page from a catalog, magazine, or other printed publication, an electronically published page, an internet page, a CD-ROM page, a photograph, an artistic rendering, and a visual representation.

24. The apparatus of claim 18 wherein said display for displaying an undivided display object displays said display object for a sequence of predetermined time exposures.

25. The apparatus of claim 18 wherein said processor determines a time length for viewers to register at least one element of the display object.

26. The apparatus of claim 18 wherein said at least one element comprises an object selected from the group consisting of a headline, a character, a figure, a word, a package, a brand, and a logo.

27. The apparatus of claim 18 wherein said data collector records viewer responses to different elements.

28. The apparatus of claim 18 wherein said viewer responses comprise at least one response selected from the group consisting of memory of elements, length of time for the view to register an element, location on the display where the viewer remembered seeing an element, likeability, appeal, purchase interest, relevance, an emotional response, and a cognitive response.

29. The apparatus of claim 18 wherein said characteristic is selected from the group consisting of coloring, color saturation, transparency, superimposition, opacity, and tingeing.

30. The apparatus of claim 18 wherein said at least one characteristic of a selected spatial region is determined by the percentage of viewers having at least one response to one or more elements located in said selected spatial region.

31. The apparatus of claim 18 wherein each said spatial region comprises a cell of a matrix.

32. The apparatus of claim 18 wherein said display for displaying the display object divided into said spatial regions comprises one or more images displayed statically.

33. The apparatus of claim 18 wherein said display for displaying the display object divided into said spatial regions comprises a movie.