This is a great example of both product design and top-down visual processing. Top-down visual processing invokes goal directed eye movements, to achieve either an action goal or cognitive goal. The viewer would look at this product first with short fixations and realize that this is a system of shelves or a bookcase. However, with longer fixations the viewer would find the words spelled out within the bookcase reading “READ YOUR BOOK CASE”. This then causes the viewer to reach a cognitive goal about the product. The scan paths for the viewer of this bookcase would be first the bookcase, then realizing the words made by the shelves.
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