Ever wished to have a wonder tool that could tell about efficacy of visual campaigns in seconds, and then it arrived at the doorsteps? 3M brings in a path-breaking solution that can tell whether visual (across print/outdoor, etc) by advertisers is being seen by customers the way they want them to! If they are not, it also tells them what to change in the visual, so that it becomes a winning communication campaign for everyone. SIGN & GRAPHICS spotlights this cutting-edge 3M Visual Attention Service (VAS)!
If red/yellow regions in the picture (on right) cover visual goals – it will be considered that the design objectives have met
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Based on how the average human eyes respond, 3M Visual Attention Service (VAS) is a cutting-edge online scanning tool that lets scientifically analyse design effectiveness. This innovative service works virtually on any visual designs, such as banner ads, print ads, signage, retail space or others. 3M VAS analyses basic design elements such as colours, faces, shapes, contrast and text, to accurately predict which areas will attract attention in the first 3-5 seconds.
Specified spots
Results of 3M VAS can show some hotspots and the not-so-hot spots, so that one can easily confirm the design choices or alter the image to emphasise specific elements. The solution does not measure the strength of marking messages or the emotional impact of a design – it goes straight to the heart of visual science to tell users where the human eyes will naturally gravitate in the first few seconds of viewing. Once it is certain that it grabbed the attention of as many people as possible, the next steps depend on the user’s marketing goals and needs.
Science behind VAS
A solution developed along with a team of neurologists, 3M VAS is based on vision science– an element of neural science relating to how the human visual system works. For decades, scientists at 3M and around the world have been studying the human visual system. Over time, a clear understanding of how to decipher visual information emerged and VAS algorithms identify and analyse these key visual elements within each scene. From this, one can determine which areas of the scene are likely to get visual attention.
Tool for everyone
Apart from those in the signage community, 3M VAS is a tool designed in such a way that it makes varied purposes for many in different trades or fields. This solution helps those creative designers and user experience pros justify their design choices. Account teams and sales mangers use 3M VAS to help strengthen ROI and support their sales pitch. For brand owners and marketing professionals, it expands their brand reach. And for those associated with signage, large-format and tradeshow display jobs adopt 3M VAS to intensify their impact.
Easy to use
3M VAS is also available on iPhone App with which one can take a photo with smart phone and get VAS results in seconds out in the field and check to see how the product display is working in the real world. One can also experience the service through Adobe Photoshop CS5 Plug-in. Get VAS analysis results while working on the design. VAS results are supplied as additional layers in PSD file.
For more details, contact Sunil Muralidharan, division manager, 3M Commercial Graphics or visit: www.3m.com/vas