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A few days ago, Jakob Nielsen posted a summary of some eye tracking studies, verifying or reiterating things we've known or suspected for years. In Banner Blindness: Old and New Findings, Nielsen reminds us that users don't see banners. In fact, his heatmaps below show that users don't even see content that looks like banners.

It turns out there are three things that attract readers' eyes more than anything else when they're reading a page:

• Plain Text
• Faces
• Cleavage

We probably could have guessed as much. There are two lessons here that we already know, but for which we can be thankful to Mr. Nielsen for reminding us.

First, content creators: make your content look like content and not like advertisements. Separate it visually AND spatially; readers are going to breeze right by it if they even suspect it's an ad.

Second, advertisers: make your ads look like cleavage, but you know this already.

The DryJoys microsite is the Adobe Site of the Day for August 16, 2007. It feels great to get our first award. A huge thank you to Jack Richmond for the photo shoot that made it all come together, as well as our client: FootJoy!

View the DryJoys microsite.

Outsight is pleased to announce the launch of the DryJoys banner campaign.

This is the latest in a series of sweepstakes FootJoy has done to promote their new products and keep interest in their site. Each contest is supported by a Flash banner campaign, a targeted email campaign, and a homepage hero image on FootJoy.com. Each contest has attracted tens of thousands of entrants, roughly 85% of which are return users to FootJoy.com. This demonstrates a growing, loyal following for FootJoy.com.