14TH ANNUAL MEETING OF ISMPP 1

MEETING OF ISMPP

From Publication to Practice: Advancing Science Through Effective Communication

14TH ANNUAL

April 30 - May 2, 2018 • Gaylord National Resort & Convention Center • National Harbor, MD, USA

14TH ANNUAL MEETING OF ISMPP 2

Attention Analysis Simulation of Scientific Posters

Aligns Authors’ Intent With Viewers’ Focus

Steve Palmisano, Ken Truman, Todd Parker

MedThink SciCom, Cary, NC, USA

April 30-May 2, 2018 • Gaylord National Resort & Convention Center • National Harbor, MD, USA

Predictive Analytics for

Effective Poster Design

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Acknowledgment

The authors thank the ISMPP Abstract Committee for its acceptance of

this presentation, Chris Lawrence (MedThink SciCom) for editorial

assistance, Loftin Barnes (MedThink SciCom) for presentation design

assistance, and numerous colleagues for their encouragement of this

research.

Disclaimer

The views and opinions expressed in this presentation are those of the

presenters and do not necessarily reflect the opinions of our employers.

The opinions do, however, reflect our research, professional efforts, and

knowledge accumulated over the years.

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Attention Span Averages…

http://time.com/3858309/attention-spans-goldfish/

8.25 secs (humans)9 secs (goldfish)

© 2018 MedThink SciCom, Inc. All rights reserved.

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Objectives of Our Research

Simulate an audience’s visual attention

to facilitate development of scientific

posters that align viewers’ focus with

authors’ key communication goals

Simulate the visual attention of health

care practitioners at a medical meeting

Ensure poster designs communicate

effectively

Fine-tune poster design development

processes

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Machine Learning Algorithms Can Simulate Attention

Scene camera

Eye camera

Gyro and accelerometer

Recording unit

Oculomotor Camera Machine Learning Algorithms

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Applications Help Understand Consumer Behavior

Package Design and Shelf Layout Website Design

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Research Design and Methods

• Collected 16 poster handouts from recent ISMPP annual conferences

• Entered them into machine learning algorithms

– Simulates eye-tracking session (initial 7.5 seconds) with 91% accuracy

Results were then collated for each poster using 5 interrelated attention analysis reports

Gaze plotOpacity mapHeat map Aesthetics Areas of interest

GAZE PLOT

OPACITY MAP

HEAT MAP

AESTHETICS REPORT

AREA OF INTEREST

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Results—Good Examples

Graphic elements

that lead your eye

Short headlines are better,

essential for type on

colored background

Clear figures,

get rid of chart junk

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Results—Good Examples

Callout boxes

Conclusion and viewer’s

exposure match

Key results

displayed in figures

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Results—Neutral Examples

Draws attention, but summarize it!

Good areas of focus,

very long eye movements

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Results—Neutral Examples

Good attention, wrong areas Callout box, but too much copy

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Results—Suboptimal Examples

If using QR/VR codes, place them strategically Wrong location, don’t add color

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Results—Suboptimal Examples

Less important information,

far too much attention

Key study findings, very low attention

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0

20

40

60

80

100

0 20 40 60 80 100

Bala

nc

e

Clarity

Results—Aestheticsa,b

Circle/Size = Colorful

aHighest scoring poster for overall aesthetics in attention analysis simulation had been voted ISMPP Best in Visual Communication in 2013.

bPosters awarded ISMPP Best in Visual Communication scored much higher than unawarded posters (separate assessment).

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Implications—Update Your Poster Development Process

Abstract

accepted

Poster and handouts

used at conference

Conference call

with author/s

Lay out poster, run poster through

Attention Analysis Simulation,

incorporate changes

Discuss Attention Analysis

Simulation results and

additional poster layout changes

© 2018 MedThink SciCom, Inc. All rights reserved.

Incorporate

changes and run

Attention Analysis Simulation

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So What Can We Do?

• Use short headlines

• Use call-out boxes with knock-out type to summarize key ideas

• Graphs are better than tables for summarizing key data quickly

• Use negative space to improve visual appeal (i.e. don’t crowd your poster)

• Use one accent color with high contrast to draw attention when needed

• Ask authors what they want viewers to see

• Be open to change and updating your processes

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Summary—Ensure Execution of Authors’ Vision

ATTENTION

…to the most important poster elements

1

EFFICIENCY

…in the scan path pattern appropriate for learning

2

CREDIBILITY

…through a visually attractive scientific poster

3

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1 4 T H A N N U A L M E E T I N G O F I S M P P

DISCUSSION

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1 4 T H A N N U A L M E E T I N G O F I S M P P

THANK YOU!

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MEETING OF ISMPP

From Publication to Practice: Advancing Science Through Effective Communication

14TH ANNUAL

April 30 - May 2, 2018 • Gaylord National Resort & Convention Center • National Harbor, MD, USA