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Analysis of the loading animation performance and viewer perception

Digital content presented to the viewer usually has to be processed by the device on which is displayed, in case of internet content processing is done by hosting server and user device with additional download time. Time elapsed for these tasks differs depending on the quantity of the data and complexity of the processing needed. Waiting time for content to be displayed can have significant influence on the user experience. Loading animations are often used to divert viewers’ attention or to provide viewer with the information about the process progress, estimated time, etc. Performance of these animation can differ depending on their type, elements or even a story. This paper presents analysis of the performance and viewer perception of different loading animations. Survey and eye tracking were used to gain insight in to the viewer’s perception of the loading animation. Results show noticeable differences caused by loading animation type.