Eyetracking Photojournalism is research for the National Press Photographers Association.
In an age where images are instantaneous and easily shared, what characteristics make a photograph worth publishing and sharing? We explore how people perceive the quality of photographs — from those taken by seasoned professionals to cellphone images that capture everyday life. The research combines eyetrack testing with extensive interviews asking people their thoughts on storytelling, quality and what makes images memorable. Among our findings: people value images that reflect their lives and give context to the world around them. As consumers navigate a glut of visual clutter, they are developing a new language on images. The implications inform journalists, brand advocates and community activists. Ultimately, the findings help us understand how social media impacts democracy.
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Eyetracking Photojournalism Research by Sara Quinn
1. Eyetrack:Photojournalism
What makes
a photo worth
publishing?
S A R A Q U I N N M E D I A @saraquinn
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Research for the National Press Photographers Association
2. “What can you tell me
about photojournalism
from Poynter’s
eyetrack research?”
3. Documentary photos
get more attention than
static or posed photos.
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Faces attract a lot
of attention—often
the first thing looked
at, in a photograph.
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Mugshots get only
a fleeting glance—
purely informational,
unless there is strong,
supporting information in
the presentation.
E A R L I E R P O Y N T E R S T U D I E S
22. “Digital Natives” “Printnets”
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18-30 years old 45-60 years old51% 49%
Wetestedtwo,distinctagegroups.
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Born into a
digital world.
One foot in the print
world, one foot in digital.
THE STUDY
24. 100 photos contributed by
the public (user generated content)
100 photos taken by
professional photojournalists
+
200 photos
shown randomly
between pro
and UGC
25. THE STUDY
All images had been published by news organizations.
200 photos
shown randomly
between pro
and UGC
26. We recorded eye movements to see
what subjects looked at, at any given time.
27. We recorded eye movements to see
what subjects looked at, at any given time.
1. Eyetracking
49. 100 photos contributed by
the public (user generated content)
100 photos taken by
professional photojournalists
+
200 photos
50. People spent 50 percent longer with
the professional photographs in the study
FINDINGS
User-submitted
news photographs
Professional
photojournalism
51. People were able to identify a professionally
taken photo 90 percent of the time.
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FINDINGS
52. Average time spent looking at professional
photographs in the study:
FINDINGS
Faces 36%
33% Captions
53. Average time spent looking at professional
photographs in the study:
FINDINGS
14% Bodies
Faces 36%
33% Captions
10% Details
7% Other
54. FINDINGS
Each of the highest rated photographs in the study
was taken by a professional photojournalist.
55.
56.
57.
58.
59.
60.
61. FINDINGS
Of the 25 highest rated photos:
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Women, particularly older women, were
most likely to give a photo the highest rating.
Older men were most likely to give a lower rating.
Younger men least likely to give either
the highest or lowest rating.
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News
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Features
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Sports
11
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9
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5
professional
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professional
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professional
79. They were also interested in the
interaction between people in the frame.
FINDINGS
“Emotional” content was often cited
as making a photo most interesting.
99. MOST MEMORABLE PHOTOGRAPHS:
“The one of the two ladies leaving the dance floor.
You could tell that they were happy. The picture, itself,
told a good story. Not the caption—just the picture itself.”
100. MOST MEMORABLE PHOTOGRAPHS:
“The two guys hugging. It captured emotion. It was being in
the right place and capturing the photo at exactly the right time.”
101. MOST MEMORABLE PHOTOGRAPHS:
“A girl being happy and young and carefree over this very,
very somber place. It was just a great picture.”
102. MOST MEMORABLE PHOTOGRAPHS:
“The little girl—there’s obviously the contrast between life and death.
It was a natural photo that represented some very interesting ideas.
And the moment that it captured … it seemed very genuine.”
103. MOST MEMORABLE PHOTOGRAPHS:
“I’m not a sports person, at all. But … it’s a high quality photo, catching
the moment—the guy being called out on whatever base it was.
I remember the emotion in the moment.”
104. MOST MEMORABLE PHOTOGRAPHS:
“A dramatic, human moment. Something that can tell the story on it’s own.
Something I don’t see. Like, the firefighters getting the bus driver out …
without that picture we would never have that perspective.”
105. MOST MEMORABLE PHOTOGRAPHS:
“There was like a split second where she let go of the golf club — and it
was crystal clear. It was up close. It caught a big moment. That’s the kind
of stuff I like to linger over, and just marvel at.”
108. MOST MEMORABLE PHOTOGRAPHS:
“The photographer would have had been laying on the ground! And,
this is what we’ve all been feeling here in Minnesota. Ready for spring.”
111. FROM EXIT INTERVIEWS:
People weren’t shy when describing
what they didn’t like:
— nothing of interest in that photo to me, personally
— just the backs of heads
— just another, every day moment
— just someone smiling at the camera, posed
— just a crowd shot
— just another snapshot
— just a cell phone picture
— a line-up of people, rather than a moment
— PR pictures, social media pictures
— too far away from the subject
— cropped funny
— no story to it
— not enough information
112. FROM EXIT INTERVIEWS:
People weren’t shy when describing
what they didn’t like:
— nothing of interest in that photo to me, personally
— just the backs of heads
— just another, every day moment
— just someone smiling at the camera, posed
— just a crowd shot
— just another snapshot
— just a cell phone picture
— a line-up of people, rather than a moment
— PR pictures, social media pictures
— too far away from the subject
— cropped funny
— no story to it
— not enough information
113. FROM EXIT INTERVIEWS:
People weren’t shy when describing
what they didn’t like:
— nothing of interest in that photo to me, personally
— just the backs of heads
— just another, every day moment
— just someone smiling at the camera, posed
— just a crowd shot
— just another snapshot
— just a cell phone picture
— a line-up of people, rather than a moment
— PR pictures, social media pictures
— too far away from the subject
— cropped funny
— no story to it
— not enough information
114. FROM EXIT INTERVIEWS:
People weren’t shy when describing
what they didn’t like:
— nothing of interest in that photo to me, personally
— just the backs of heads
— just another, every day moment
— just someone smiling at the camera, posed
— just a crowd shot
— just another snapshot
— just a cell phone picture
— a line-up of people, rather than a moment
— PR pictures, social media pictures
— too far away from the subject
— cropped funny
— no story to it
— not enough information
115. FROM EXIT INTERVIEWS:
People weren’t shy when describing
what they didn’t like:
— nothing of interest in that photo to me, personally
— just the backs of heads
— just another, every day moment
— just someone smiling at the camera, posed
— just a crowd shot
— just another snapshot
— just a cell phone picture
— a line-up of people, rather than a moment
— PR pictures, social media pictures
— too far away from the subject
— cropped funny
— no story to it
— not enough information
116. FROM EXIT INTERVIEWS:
People weren’t shy when describing
what they didn’t like:
— nothing of interest in that photo to me, personally
— just the backs of heads
— just another, every day moment
— just someone smiling at the camera, posed
— just a crowd shot
— just another snapshot
— just a cell phone picture
— a line-up of people, rather than a moment
— PR pictures, social media pictures
— too far away from the subject
— cropped funny
— no story to it
— not enough information
117. FROM EXIT INTERVIEWS:
People weren’t shy when describing
what they didn’t like:
— nothing of interest in that photo to me, personally
— just the backs of heads
— just another, every day moment
— just someone smiling at the camera, posed
— just a crowd shot
— just another snapshot
— just a cell phone picture
— a line-up of people, rather than a moment
— PR pictures, social media pictures
— too far away from the subject
— cropped funny
— no story to it
— not enough information
118. FROM EXIT INTERVIEWS:
“Poor quality”
“TV stations that say,
‘Hey, send us pictures
from your backyard!’ ”
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119. FROM EXIT INTERVIEWS:
“A few grip-and-grins,
and people holding up fish.”
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“Poor quality”
120. FROM EXIT INTERVIEWS:
Words to describe “less than quality” photos:
“A few grip-and-grins,
and people holding up fish.”
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121. FROM EXIT INTERVIEWS:
“I can see them going in, to get the glasses for the
eclipse … but, it would have been great to see the glasses.”
Lowest quality ratings:
123. FROM EXIT INTERVIEWS:
“I just don’t care! I don’t know who you are. I don’t know
what’s going on in the game. It doesn’t seem newsworthy.
Maybe with social media … but news, no.”
Lowest quality ratings:
124. FROM EXIT INTERVIEWS:
“I looked and looked, but a photo of a dock where
a boat floated away isn’t much of a photo.”
Lowest quality ratings:
126. FROM EXIT INTERVIEWS:
“Quality” photos:
— tells me a story vs. just capturing a scene
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— the right place at the right time
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— kismet, in terms of the moment
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— subject matter that has some currency or relevance
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— capturing the exact moment that’s crucial to the action
— dramatic, human moments
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— makes you say “wow”
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— a perspective I might never see
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127. FROM EXIT INTERVIEWS:
“Quality” photos:
— tells me a story vs. just capturing a scene
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— the right place at the right time
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— kismet, in terms of the moment
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— subject matter that has some currency or relevance
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— capturing the exact moment that’s crucial to the action
— dramatic, human moments
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— makes you say “wow”
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— a perspective I might never see
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128. FROM EXIT INTERVIEWS:
“Quality” photos:
— tells me a story vs. just capturing a scene
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— the right place at the right time
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— kismet, in terms of the moment
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— subject matter that has some currency or relevance
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— capturing the exact moment that’s crucial to the action
— dramatic, human moments
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— makes you say “wow”
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— a perspective I might never see
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129. FROM EXIT INTERVIEWS:
“Quality” photos:
— tells me a story vs. just capturing a scene
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— the right place at the right time
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— kismet, in terms of the moment
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— subject matter that has some currency or relevance
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— capturing the exact moment that’s crucial to the action
— dramatic, human moments
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— makes you say “wow”
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— a perspective I might never see
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130. FROM EXIT INTERVIEWS:
“Quality” photos:
— tells me a story vs. just capturing a scene
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— the right place at the right time
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— kismet, in terms of the moment
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— subject matter that has some currency or relevance
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— capturing the exact moment that’s crucial to the action
— dramatic, human moments
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— makes you say “wow”
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— a perspective I might never see
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131. FROM EXIT INTERVIEWS:
“Quality” photos:
— tells me a story vs. just capturing a scene
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— the right place at the right time
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— kismet, in terms of the moment
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— subject matter that has some currency or relevance
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— capturing the exact moment that’s crucial to the action
— dramatic, human moments
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— makes you say “wow”
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— a perspective I might never see
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133. SELECTED COMMENTS FROM EXIT INTERVIEWS:
“(A photo where) someone’s
recognizing the detail in
something. If I feel like I’m actually
seeing what they’re seeing.”
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