# Heatmap: what it is and how it works · Zorraquino
> A heatmap represents the intensity or distribution of a variable using colours.
URL: https://www.zorraquino.com/en/dictionary/digital-marketing/heatmap.html

# Heatmap

A heatmap represents the intensity or distribution of a variable using colours

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

In experience analytics it can show clicks, scrolling or attention depending on the technique used. It helps to detect aggregate patterns, but does not on its own explain their causes. It should be interpreted together with the context of the page and other research evidence.

Also known as

Heat map

Topics

[Experience and service design](https://www.zorraquino.com/en/dictionary/category/experiencia-y-diseno-de-servicios)

## Related concepts

- [Dark patterns](https://www.zorraquino.com/en/dictionary/ux/dark-patterns.html)
- [Content design](https://www.zorraquino.com/en/dictionary/content-design)
- [Empty state](https://www.zorraquino.com/en/dictionary/empty-state)