When applying a brand identity, even with the expertise of the world’s top design agencies, there is no guarantee that it will get noticed in the way originally intended. Find out how we are harnessing science, with the help of 3M technology, to help design decisions.
In a world where brand and marketing managers have to be focused on ‘multi sensory reactions’ to their marketing efforts, understanding what consumers are really taking notice of is a challenge. The competition for visual standout is greater than ever.
It has become all too common to put trust in the subjective opinion of branding experts to communicate the right message and create the best designs to deliver this message. Experience, training and even instinct go a long way to ensuring that creative designs hit the mark. However, even the ‘best designs’ in the world are subject to different opinions.
GLIMMA works with 3M’s Visual Attention Software (VAS) to apply the science of human vision and provide a more objective assessment. Vision Science is behind the software. The study of the mechanisms of what and how we see has resulted in the identification of ‘pre-attentive processing’; an unconscious but powerful phase of vision, it is effectively a view filter, helping us to identify which areas we view consciously.
We use VAS to help create a deeper understanding of how items are viewed, be they signage, the side of a truck or marketing communications. By understanding which elements attract our attention in the pre-attentive phase, we can be assured that the desired message is conveyed more effectively.
In this white paper, we show you:
- The key benefits that can be gained from accounting for ‘pre-attentive processing’
- The tried and tested methodology developed and used by one of the world’s top companies
- Evidence and examples of how this can benefit you throughout the creative process.
Make your creative designs hit the spot.