For instance, in our work we examined human images in website design as well as user reactions to the use of different colors on websites using eye-tracking equipment that measures exactly where and for how long users look at elements of design.
Coupled with interviews to determine why users look where they do, these methods offer a systematic analysis of elements of visual design.
Most recently, a paper published in the top IS journal MISQ by Angelika Dimoka and her colleagues has charted a research agenda for the use of neurophysiological tools in IS research.