1. What You See Before You Look
  • What You See Before You Look

    August 05, 2016
    By Kevin Hoffman/3M Storyteller
    Artist rendering showing the side view of a human eye

    What You See Before You Look

    It happens before you even notice. Your eye fixates on certain visual cues before your brain is even consciously aware of it.

    What You See Before You Look

    It happens before you even notice. Your eye fixates on certain visual cues before your brain is even consciously aware of it.

    What You See Before You Look

    It happens before you even notice. Your eye fixates on certain visual cues before your brain is even consciously aware of it.

    Artist rendering of a human brain

     

    What your eye is drawn to is the product of evolution. For example, the eye is naturally drawn to faces, so the brain can then evaluate whether it’s friend or foe. For most of human history, pre-attentive processing has been a bit of a black box. Now we are able to peer inside thanks to Visual Attention Software, or VAS.

     

    What your eye is drawn to is the product of evolution. For example, the eye is naturally drawn to faces, so the brain can then evaluate whether it’s friend or foe. For most of human history, pre-attentive processing has been a bit of a black box. Now we are able to peer inside thanks to Visual Attention Software, or VAS.

     

    What your eye is drawn to is the product of evolution. For example, the eye is naturally drawn to faces, so the brain can then evaluate whether it’s friend or foe. For most of human history, pre-attentive processing has been a bit of a black box. Now we are able to peer inside thanks to Visual Attention Software, or VAS.

    Artist rendering of a neuron

    The secrets of attention

    VAS applies these principles to predict with uncanny accuracy what will draw your eye first. This isn’t eye-tracking – it’s pre-attentive processing.

    It turns out you can affect behavior by understanding the eye’s tendencies. Retailers can use this data to create more attention-getting signs, advertising and websites.

    “It’s a numbers game,” explains Kelly Canavan, 3M Global Market Development Manager for VAS, “because the more eyes on it, the more who might switch over and view it consciously.”

    The secrets of attention

    VAS applies these principles to predict with uncanny accuracy what will draw your eye first. This isn’t eye-tracking – it’s pre-attentive processing.

    It turns out you can affect behavior by understanding the eye’s tendencies. Retailers can use this data to create more attention-getting signs, advertising and websites.

    “It’s a numbers game,” explains Kelly Canavan, 3M Global Market Development Manager for VAS, “because the more eyes on it, the more who might switch over and view it consciously.”

    The secrets of attention

    VAS applies these principles to predict with uncanny accuracy what will draw your eye first. This isn’t eye-tracking – it’s pre-attentive processing.

    It turns out you can affect behavior by understanding the eye’s tendencies. Retailers can use this data to create more attention-getting signs, advertising and websites.

    “It’s a numbers game,” explains Kelly Canavan, 3M Global Market Development Manager for VAS, “because the more eyes on it, the more who might switch over and view it consciously.”

    Image of a human eye
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    Learn more about how it works and what your eye is drawn to.

     

    Learn more about how it works and what your eye is drawn to.

     

    Learn more about how it works and what your eye is drawn to.