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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

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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 …

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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  • 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.
  • Transcript

    • 1. © 3M 2011-2013 | All Rights Reserved | Page 1Visual Attention inthe Blink of anpresented byDawn CunninghamChief Insights Officer, 3M3M VAS
    • 2. © 3M 2011-2013 | All Rights Reserved | Page 2We arebombardedwith messages
    • 3. © 3M 2011-2013 | All Rights Reserved | Page 3Most go unnoticed!
    • 4. © 3M 2011-2013 | All Rights Reserved | Page 4to be rememberedYou must be seen
    • 5. © 3M 2011-2013 | All Rights Reserved | Page 5Notice anyV 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
    • 8. © 3M 2011-2013 | All Rights Reserved | Page 8
    • 9. © 3M 2011-2013 | All Rights Reserved | Page 9
    • 10. © 3M 2011-2013 | All Rights Reserved | Page 10
    • 11. © 3M 2011-2013 | All Rights Reserved | Page 11
    • 12. © 3M 2011-2013 | All Rights Reserved | Page 12
    • 13. © 3M 2011-2013 | All Rights Reserved | Page 13
    • 14. © 3M 2011-2013 | All Rights Reserved | Page 14
    • 15. © 3M 2011-2013 | All Rights Reserved | Page 15
    • 16. © 3M 2011-2013 | All Rights Reserved | Page 16
    • 17. © 3M 2011-2013 | All Rights Reserved | Page 17V 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 19Now 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
    • 22. © 3M 2011-2013 | All Rights Reserved | Page 22
    • 23. © 3M 2011-2013 | All Rights Reserved | Page 23
    • 24. © 3M 2011-2013 | All Rights Reserved | Page 24
    • 25. © 3M 2011-2013 | All Rights Reserved | Page 25
    • 26. © 3M 2011-2013 | All Rights Reserved | Page 26
    • 27. © 3M 2011-2013 | All Rights Reserved | Page 27
    • 28. © 3M 2011-2013 | All Rights Reserved | Page 28
    • 29. © 3M 2011-2013 | All Rights Reserved | Page 29
    • 30. © 3M 2011-2013 | All Rights Reserved | Page 30
    • 31. © 3M 2011-2013 | All Rights Reserved | Page 31How can youbreak through?
    • 32. © 3M 2011-2013 | All Rights Reserved | Page 323M Visual Attention Serviceimagescanningtoolthat predictswhat will be seenin the first3-5 secondsMobile &online3M Visual Attention Service
    • 33. © 3M 2011-2013 | All Rights Reserved | Page 33What if this dark spot was the “BUY NOW” button on your web page?
    • 34. © 3M 2011-2013 | All Rights Reserved | Page 34Why 3M?
    • 35. © 3M 2011-2013 | All Rights Reserved | Page 353M has been researching vision since 1960sDid you know…Most visual stimuli goes unnoticedOur brain instantly decides what will getattentionSpecific image properties predict our initialvisual fixationsOf those, only select portions get recorded inmemory
    • 36. © 3M 2011-2013 | All Rights Reserved | Page 36How does VAS work?Proprietary algorithmsprocess important visual cuesColorShapeEdgesContrastHuman Faces
    • 37. © 3M 2011-2013 | All Rights Reserved | Page 37How does VAS work?“Bottom up” influencers:pre-wired neural architectureConsistent acrossgender, age & culture92% confirmed accuracy
    • 38. © 3M 2011-2013 | All Rights Reserved | Page 38SignageShelf setPackagingPrint adsWebsitesEvaluate all types of contentS T I L L I M A G E S
    • 39. © 3M 2011-2013 | All Rights Reserved | Page 39Evaluate all types of contentIn-store TV ads Digital signageV I D E O
    • 40. © 3M 2011-2013 | All Rights Reserved | Page 40Convenient and Mobile www.3m.com/vas iPhone®App Android®App Photoshop®Plug-in
    • 41. © 3M 2011-2013 | All Rights Reserved | Page 41It‟s easy1. Downloadthe App
    • 42. © 3M 2011-2013 | All Rights Reserved | Page 42It‟s easy2. Uploadyour image
    • 43. © 3M 2011-2013 | All Rights Reserved | Page 43Evaluate your image in seconds3. Choose the image type4. Click <Analyze Image>HEAT MAP
    • 44. © 3M 2011-2013 | All Rights Reserved | Page 44Evaluate your image in secondsREGION MAP
    • 45. © 3M 2011-2013 | All Rights Reserved | Page 45Evaluate your image in secondsVISUAL SEQUENCING
    • 46. © 3M 2011-2013 | All Rights Reserved | Page 46Doritos Locos Tacos
    • 47. © 3M 2011-2013 | All Rights Reserved | Page 47What mistakes can VAS help avoid?Logo Takeover
    • 48. © 3M 2011-2013 | All Rights Reserved | Page 48Logo Takeover
    • 49. © 3M 2011-2013 | All Rights Reserved | Page 49Logo Takeover
    • 50. © 3M 2011-2013 | All Rights Reserved | Page 50Face OverloadLogo TakeoverWhat mistakes can VAS help avoid?
    • 51. © 3M 2011-2013 | All Rights Reserved | Page 51Face Overload
    • 52. © 3M 2011-2013 | All Rights Reserved | Page 52Unexpected HotspotsFace OverloadLogo TakeoverWhat mistakes can VAS help avoid?
    • 53. © 3M 2011-2013 | All Rights Reserved | Page 53Unexpected Hotspot
    • 54. © 3M 2011-2013 | All Rights Reserved | Page 54When to use VAS“Spell check” for imagesOptimize images forvision science predictorsBest foot forward oncreativeEmbed into designsoftware
    • 55. © 3M 2011-2013 | All Rights Reserved | Page 55When to use VASExcellence vs. perfection“Spell check” for imagesSupports „perpetualbeta‟ innovationEnables rapidprototypingProvides in-contextlearning
    • 56. © 3M 2011-2013 | All Rights Reserved | Page 56For things you wouldn‟tresearchWhen to use VASExcellence vs. perfection“Spell check” for imagesPromotional packsConcepts, stimulusDiagnose performanceInfographic reporting
    • 57. © 3M 2011-2013 | All Rights Reserved | Page 57relief!When to use VASFor challenged budgetsFor things you wouldn‟t researchExcellence vs. perfection“Spell check” for images
    • 58. © 3M 2011-2013 | All Rights Reserved | Page 58Benefits Fast & easy Mobile & online Affordable Accurate Saves time & money3M.com/VAS
    • 59. © 3M 2011-2013 | All Rights Reserved | Page 59Thank YouDawn CunninghamChief Insights Officer, 3Mdcunningham@mmm.com