This mixed method study investigation uses eye tracking and qualitative analysis to investigate the impact of animation variation and visual feedback on the critique of submicroscopic representations of experimental phenomena. Undergraduate general chemistry students first viewed an experimental video of a precipitation or oxidation reduction (redox) reaction. Next, they viewed the corresponding animations and were shown a visualization of where they had looked. Critique of the chemically relevant features in the animations and viewing pattern were monitored using participant generated drawings, verbal responses, graphic organizers, and eye tracking. Viewing and critique of chemically relevant features were found to increase after engaging with structured animations and visual feedback. Findings from this study support the use of structured variations and visual feedback in developing critical consumers of visual information, empowering students to describe and develop their understanding of chemical phenomena and become more purposeful visual consumers.