The Importance of Eye-Contact in Visual Communications

The Visual Communications industry is exploding with new technology.  From the highest end Telepresence systems to the latest offerings on iPods and iPads, the focus has been on how the technology will improve our ability to communicate and collaborate.  Very little focus has been placed on how the technology might impede effective communication if not applied correctly.

Once such potential pitfall is how these technologies handle eye-contact between participants.  In the world of telepresence, this is sometimes referred to as “eye-line” or “gaze angle”, and it is worthy of some additional analysis.    

Psychology dictates that there are certain key elements that allow for effective communication and interaction between two or more individuals. How successfully we relate to one another depends greatly upon eye-to-eye contact.

• When you make eye contact in conversation, heartbeat rates actually increases exposing a physiological connection between you and the person you’re having conversation with.
• About 80% of any random conversation you have with a colleague or client involves your “None Verbal communication skills”, not the words speak.
• Eye-Contact is the most important, yet least understood component of “None Verbal Communications”
• People who have difficulty providing and maintaining eye contact with other suffer from a real psychological disorder known simply as “Gaze avoidant personality disorder” 

The video-conferencing and telepresence options available today treat this aspect of their product in very different ways.  Some have a camera matched with each display of a single or multiple display system, others have a multiple camera unit placed in the center of all displays.  Each of these options approaches a simulation of eye contact to varying degrees.  For example, if you are in the end seat of a three screen telepresence system, looking directly across at a far-end participant also seated on the end, but the cameras are in the middle, you will unconsciously perceive that something is “off” about the person across from you.  In this case, the technology that is supposed to be neutral is actually introducing a psychological element that does not exist, effecting the communication.

In addition, most HD Videoconference and Telepresence systems have a significant problem caused by high camera placement.

When you look directly into the eyes of someone appearing on the display of such systems you will be perceived as not making eye-contact as you’re actually looking under the camera.  Some manufacturers compensate for this by pushing back the distance from screen to user until the lack of eye-contact isn’t as noticeable.  Regrettably, even in these cases, the mind perceives the lack of eye contact. 

It is important to note that most manufacturers are aware of this, and compensate for it in their advertising.  Every Telepresence / VC sales video I have reviewed shows perfect eye contact between the local and distant participants.  That could only have been achieved by coaching the actors to look straight into the camera, instead of looking directly at the actor eyes at the other end.  These videos demonstrate something really different from what potential buyers will experience when they use these systems.

There are a few telepresence systems on the market that offer true eye-line and allow for perfect eye contact for the users.

These systems place the camera behind the display – directly in-line with the view of the far end.  Only with this kind of placement will a user experience real, natural eye-contact with the remote participant.

The importance of this ability varies from application to application.  If you’re using a free, internet based service to say hi to your kids from a business trip, the fact that there is video at all is probably more than enough benefit for the need.  However, if you are using a visual communications system for an interaction which requires that trust be built-up (such as interviewing a personal broker in a financial services firm, or a therapist or doctor at a clinic) the ability to achieve correct eye contact is essential to developing the relationship.  Or perhaps more to the point, the fact that systems without correct eye-line introduce a psychological barrier that would not exist in in-person communications should be enough of a reason for users in these environments to select a system that is more neutral.

This article was written co-written by Jeff Machtig and  David Danto and contains solely their own, personal opinions.

Jeffrey S. Machtig is the co-founder of Digital Video Enterprises – a firm that manufactures Telepresence and video conference systems that have perfect eye-line.  More details on his firm’s products can be found at www.devtelepresence.com .  Jeff can be reached at jeff.machtig@dvetelepresence.com .

David has over 30 years of experience providing problem solving leadership and innovation in media and unified communications technologies for various firms in the corporate, broadcasting and academic worlds including  AT&T, Bloomberg LP, FNN, Morgan Stanley, NYU, Lehman Brothers and JP Morgan Chase. He recently joined Dimension Dataas their Principal Consultant for the collaboration, multimedia, video and AV disciplines.  He is also the  IMCCA’s Director of Emerging Technology. David can be reached at David.Danto@Dimensiondata.com