2D VS 3D

Advertisers who start producing 3D commercials can’t assume that all they need to do is change out a standard camera for a 3D setup – eye tracking data shows that people who view the same scene in 3D vs. 2D look at different things.

The image above shows eye-tracking “heat maps” for the same image viewed in 3D (left) vs. 2D (right). The Finnish and Japanese authors of the study, What do people look at when they watch stereoscopic movies?, found that when viewing 3D movies viewers gaze is less focused. There is more eye movement, and they take in more elements of the scene.

Creators of 3D commercials would be well advised to keep distracting elements out of the shots where they want attention to be focused on the actor(s) or product.