Visual Attention in the Blink of an Eye: Applying Years of Vision Science to Design Testing by Dawn Cunningham of 3M - Presented at the Insight Innovation eXchange North America 2013
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Eye tracking in situ is expensive and invasive – while the need to communicate effectively on pack and at the shelf continues to grow in importance. In the ’60′s, 3M began studying vision science to understand traffic safety and to protect roadside construction workers. The sphere of vision-critical products that 3M produces has continued to expand. Now, compiling over 40 years of vision research, 3M has developed a tool to give you fast and dynamic feedback on your designs or shelf set. It can tell you instantly what the brain instinctively decides will get attention!
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Visual Attention in the Blink of an Eye: Applying Years of Vision Science to Design Testing by Dawn Cunningham of 3M - Presented at the Insight Innovation eXchange North America 2013
- 1. © 3M 2011-2013 | All Rights Reserved | Page 1 Visual Attention in the Blink of an presented by Dawn Cunningham Chief Insights Officer, 3M 3M VAS
- 2. © 3M 2011-2013 | All Rights Reserved | Page 2 We are bombarded with messages
- 3. © 3M 2011-2013 | All Rights Reserved | Page 3 Most go unnoticed!
- 4. © 3M 2011-2013 | All Rights Reserved | Page 4 to be remembered You must be seen
- 5. © 3M 2011-2013 | All Rights Reserved | Page 5 Notice any V I S I O N T R I C K S ! differences?
- 6. © 3M 2011-2013 | All Rights Reserved | Page 6
- 7. © 3M 2011-2013 | All Rights Reserved | Page 7
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- 16. © 3M 2011-2013 | All Rights Reserved | Page 16
- 17. © 3M 2011-2013 | All Rights Reserved | Page 17 V I S I O N T R I C K S ! Notice anydifferences? ?
- 18. © 3M 2011-2013 | All Rights Reserved | Page 18
- 19. © 3M 2011-2013 | All Rights Reserved | Page 19 Now that your brain knows … can you UNSEE it?
- 20. © 3M 2011-2013 | All Rights Reserved | Page 20
- 21. © 3M 2011-2013 | All Rights Reserved | Page 21
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- 30. © 3M 2011-2013 | All Rights Reserved | Page 30
- 31. © 3M 2011-2013 | All Rights Reserved | Page 31 How can you break through?
- 32. © 3M 2011-2013 | All Rights Reserved | Page 32 3M Visual Attention Service image scanning tool that predicts what will be seen in the first 3-5 seconds Mobile & online 3M Visual Attention Service
- 33. © 3M 2011-2013 | All Rights Reserved | Page 33 What if this dark spot was the “BUY NOW” button on your web page?
- 34. © 3M 2011-2013 | All Rights Reserved | Page 34 Why 3M?
- 35. © 3M 2011-2013 | All Rights Reserved | Page 35 3M has been researching vision since 1960s Did you know… Most visual stimuli goes unnoticed Our brain instantly decides what will get attention Specific image properties predict our initial visual fixations Of those, only select portions get recorded in memory
- 36. © 3M 2011-2013 | All Rights Reserved | Page 36 How does VAS work? Proprietary algorithms process important visual cues Color Shape Edges Contrast Human Faces
- 37. © 3M 2011-2013 | All Rights Reserved | Page 37 How does VAS work? “Bottom up” influencers: pre-wired neural architecture Consistent across gender, age & culture 92% confirmed accuracy
- 38. © 3M 2011-2013 | All Rights Reserved | Page 38 Signage Shelf set Packaging Print ads Websites Evaluate all types of content S T I L L I M A G E S
- 39. © 3M 2011-2013 | All Rights Reserved | Page 39 Evaluate all types of content In-store TV ads Digital signage V I D E O
- 40. © 3M 2011-2013 | All Rights Reserved | Page 40 Convenient and Mobile www.3m.com/vas iPhone® App Android® App Photoshop® Plug-in
- 41. © 3M 2011-2013 | All Rights Reserved | Page 41 It‟s easy 1. Download the App
- 42. © 3M 2011-2013 | All Rights Reserved | Page 42 It‟s easy 2. Upload your image
- 43. © 3M 2011-2013 | All Rights Reserved | Page 43 Evaluate your image in seconds 3. Choose the image type 4. Click <Analyze Image> HEAT MAP
- 44. © 3M 2011-2013 | All Rights Reserved | Page 44 Evaluate your image in seconds REGION MAP
- 45. © 3M 2011-2013 | All Rights Reserved | Page 45 Evaluate your image in seconds VISUAL SEQUENCING
- 46. © 3M 2011-2013 | All Rights Reserved | Page 46 Doritos Locos Tacos
- 47. © 3M 2011-2013 | All Rights Reserved | Page 47 What mistakes can VAS help avoid? Logo Takeover
- 48. © 3M 2011-2013 | All Rights Reserved | Page 48 Logo Takeover
- 49. © 3M 2011-2013 | All Rights Reserved | Page 49 Logo Takeover
- 50. © 3M 2011-2013 | All Rights Reserved | Page 50 Face Overload Logo Takeover What mistakes can VAS help avoid?
- 51. © 3M 2011-2013 | All Rights Reserved | Page 51 Face Overload
- 52. © 3M 2011-2013 | All Rights Reserved | Page 52 Unexpected Hotspots Face Overload Logo Takeover What mistakes can VAS help avoid?
- 53. © 3M 2011-2013 | All Rights Reserved | Page 53 Unexpected Hotspot
- 54. © 3M 2011-2013 | All Rights Reserved | Page 54 When to use VAS “Spell check” for images Optimize images for vision science predictors Best foot forward on creative Embed into design software
- 55. © 3M 2011-2013 | All Rights Reserved | Page 55 When to use VAS Excellence vs. perfection “Spell check” for images Supports „perpetual beta‟ innovation Enables rapid prototyping Provides in-context learning
- 56. © 3M 2011-2013 | All Rights Reserved | Page 56 For things you wouldn‟t research When to use VAS Excellence vs. perfection “Spell check” for images Promotional packs Concepts, stimulus Diagnose performance Infographic reporting
- 57. © 3M 2011-2013 | All Rights Reserved | Page 57 relief! When to use VAS For challenged budgets For things you wouldn‟t research Excellence vs. perfection “Spell check” for images
- 58. © 3M 2011-2013 | All Rights Reserved | Page 58 Benefits Fast & easy Mobile & online Affordable Accurate Saves time & money 3M.com/VAS
- 59. © 3M 2011-2013 | All Rights Reserved | Page 59 Thank You Dawn Cunningham Chief Insights Officer, 3M dcunningham@mmm.com
Notes de l'éditeur
- Intense competition for our attentionBombarded with messages vying for your attention – up to 3000 per daydon’t notice most of them even though we’ve been exposed. The fact that you and the message are in reasonable proximity for you to see it doesn’t mean you saw it. Our brains can’t truly process that many messages. We can’t notice, absorb, or even judge the personal merit of 3,000 visual attacks a day.
- In the thousands of images, most are a blur.And even with the best of intentions, most go unnoticed
- … of consuming an image or environment
- What if this was your “buy now” button? It is hard for anyone who KNOWS it’s there, to realize that it’s invisible to others.
- Beginning with highway safety…
- “visual vampires” – they unexpectedly suck all the visual attention!
- VAS tells you what will be seen. It will NOT tell you if they like it. It will NOT tell you if it motivates them.
- VAS tells you what will be seen. It will NOT tell you if they like it. It will NOT tell you if it motivates them.
- VAS tells you what will be seen. It will NOT tell you if they like it. It will NOT tell you if it motivates them.
- VAS tells you what will be seen. It will NOT tell you if they like it. It will NOT tell you if it motivates them.
- VAS tells you what will be seen. It will NOT tell you if they like it. It will NOT tell you if it motivates them.
- VAS tells you what will be seen. It will NOT tell you if they like it. It will NOT tell you if it motivates them.