A way of presenting results on research about participants’ behaviors when asked to look at a static image, a video, or packaging, in which the frequency or intensity of a defined action is conveyed with different colors — red (higher), yellow (medium), green (lower). Often used in eye tracking research (see “Eye Tracking”) to depict the distribution of fixations (see “Fixation”) but can also be used in studies in which participants click on the areas within an image that catch their attention.