Eye tracking study shows design to be extremely important

I came across an article out of USC about a study done to determine how much page design really matters. (http://www.ojr.org/ojr/stories/070312ruel/) I found the article really interesting and it provided me some insight about design.
The first thing they found was that things like lists, subheads and bullet points are the things mostly focused on (which goes to prove that everything we've been learning up to now is right on the nose).
The next thing found was that information not extremely relevant to the story basically gets overlooked. Images that are not related generally get passed over. The article stresses that images should be related to the content in a clear manner with real people in real settings.
We discussed eye tracking briefly in class, but follow the link above to read the full findings.