... AND JUGGLING THE MIND
search engines, media portals and social networking sites
cluttered with dozens of links and banners ads and magazines
scattered with inserts and advertorials, how do we break through
the clutter to grab the attention of consumers? Increasingly,
the long lost science of tracking
eye movements is coming back in vogue as markets figure out
how to make eye contact with their target customers.
Eye tracking first
appeared more than 100 years ago. It measures a
person’s gaze toward a screen, a page or 3D space [trade shows,
events and exhibitions] to record what they look at (and don’t
look at) and for how long, providing valuable data on customer
years the most consistent way users viewed pages according to
eye tracking tests, was in an “F” pattern (also known as the
“golden triangle”). This means that viewers first looked at the
upper left corner, then scanned down and over in a consistent
pattern. But recent evidence shows that the "F" pattern has made
the transition to an "E".
Gord Hotchkiss, president of Enquiro and a columnist for
MediaPost.com’s Search Insider, conducted some research only to
find out some unexpected discoveries that run counter to the
classic “F” conclusion. Hotchkiss’ research revealed that more
people are viewing online content in an “E” pattern. They
start by looking at graphics in the middle of the page first and
then follow the copy up and down from there. And though
bigger images were better at grabbing attention, this rule was
still true even when small thumbprint images were used. If this
is true for online page viewing imagine the effect of "E" in a
3D space design. Simple, large, mural is
the key to holding viewer gaze.
advantage of this study we have jotted down few ways to that
will help your hold the gaze of their physical eyes and dominate
their mental space in the competitive confines of the trade show
IT SIMPLE. DARE TO MAKE IT REAL. DESIGN TO DELIVER A STORY —
are instinctively drawn to human faces and there’s growing
evidence that “real people” rather than professional models are
more likely to keep their attention
are the social currency of our digital reality. Stories carry
things, they convey subliminal messages — a lesson, a moral and
a take home essence. For example, "The Boy Who Cried Wolf" warns
about the dangers of lying. "Cinderella" shows that being good
to others pays off. The Shakespearean plays carry valuable
lessons about love and war, madness and power, freedom and
treachery. They are complex lessons but nonetheless, very
A Look at
How Alibaba Does it —
who opened a wholesale store on Taobao, weaves straw mats on
Aug. 26 in Wantou village, China. Haiying's store has annual
sales of $482,000. Taobao is Alibaba's business-to-business
Alibaba features social fabric and economic upliftment in the
narrative that is only made of 2 sentences. In three short
sentences we have who, what, how and where — a powerful
statement of enablement
and empowerment. Here is a lesson — if you are not a luxury
brand, showing luxury images will not carry you far. Instead, fo
for human determination.
examples when you click right below.
BUTTERFLY EFFECTS OF MARKETING
Traditional branding design used to include a set of images —
most often a name, a logo and a tag line — that distinguished a
company's product or services from its competitors'. In the
recent years, with the rise of social commerce and the influx of
disruptive technology, a brand has also become the
representation of the overall customer experience that a company
delivers to its customers. Make use of hashtags for every human
KEEP COLORS LIMITED.
DARE TO USE RICH CONTRASTING COLORS —
tracking research has shown that black, white, red, yellow, blue
and green (primary colors) are the most likely to get noticed
[online]. However, this is radically true when you are in a
trade show floor. Usually, exhibitors do like to stick with
white and safe blue. Most of exhibitors are so busy following
the 'applesque' look, that they have reduced their brands in
becoming a cheap imitation. Do not fall into that trap.
Radical Contrast in booth design. Use colors, shape and
increasingly online world, offline touch represents a strong
differentiation. As a marketer it is essential for you to
combine style with substance. While it is imperative for brands
to be agile and adaptive due to rapid technological trends,
their authentic characteristics are more important than ever to
strike a chord in the hearts of your audience.
FLARE UP THE OLD WITH
DARE TO BRING THE
'DANCE' BACK TO YOUR MESSAGING
We are human beings are born with immense creativity.
We understand our position in the world, we can see the future,
we can understand where we came from. We know that we’re here.
As the philosopher, Daniel
C. Dennett would say "No
buffalo knows it’s a buffalo, but we jolly well know
that we’re members of Homo sapiens, and it’s the knowledge that
we have and the can-do, our capacity to think ahead and to
reflect and to evaluate and to evaluate our evaluations, and
evaluate the grounds for our evaluations."
In the sea of corporate rigidity and sameness, dominated by
cliparts and AI pixels, World Chess logo of
2018 is graphically charged with human emotions. The collage of
grid patterns of chessboards, instantly reads “chess.” It does
more — it is a close encounter of intellectual prowess.
A very human aspect is having extraordinary symbolic cognition,
in a world that is starting to be populated by bots and
And of course, only we humans, can dice and slice our creation
and stake out creative ways to commercialize it. Or, have an
aution and sell it as a limited edition art work.
For a change, aspire to
be more than buffaloes.
We have FoxP2 gene. We have the capacity for language. We
appreciate beauty and are struck by inspiration. And we have
empathy for that what
is wanting to be expressed.
Above all, "the
generator of diversity is sitting in your frontal lobe \– and
those initials are G-O-D."
EXPLORE THE LAYERS OF ABSTRACTION
"Simplicity, simplicity, simplicity! — Henry David Thoreau
exhorted in his 1854 memoir Walden,
in which he extolled the virtues of a “Spartan-like” life. Saint
Thomas Aquinas preached that simplicity brings one closer to
God. Isaac Newton believed it leads to truth. The process of
simplification, we’re told, can illuminate beauty, strip away
needless clutter and stress, and help us focus on what really
leads to boredom of comprehension. If you have a big logo on a
big back wall and if you reapeat the same style of expression in
every venue, you fall prey to mediocrity and sameness very soon
very fast. The brain becomes bored of seeing the same
expression. And, that gets manifested in the behavior of the
booth staffers and their interaction with your customers.
Abstraction leads the brain to ponder. Yes the brain loves
simplicity, but because we are sentient beings we love to ponder
and play. Abstraction, in small chunks helps us to flex our
neurons and the brain derives satisfaction from it.
Mathematics is a solid example of abstraction.
example: "three" is an abstract concept, not a concrete thing in
the real world (of course, reality itself is an abstraction),
but "three" is a very useful abstraction, because it allows us
to be certain of how many "three" represents, and that adding
one more will produce "four" — whether we are talking about
features, benefits or a showing percentage.
Graphically, reign in the opportunity to leverage abstraction
and hold the gaze of your audience.
abstraction is taking a point of view or looking at things under
a certain aspect or from a particular angle. All sciences are
differentiated by their abstraction.”
A Look at
How TH Herbal Does it —
cultures and time, happiness was most frequently defined as good
luck and favorable external conditions. However, in American
English, this definition was replaced by definitions focused on
favorable internal feeling states. Having thus said, we can all
agree that the Concept
of Happiness is predisposed towards exclusive
abstraction. However, that did not prevent the brand from
collating this abstraction with health and happiness.
concept of abstraction is so abstract that the
mighty philosophers cannot agree on it. George
Berkeley, who propounded the theory of "immaterialism"
"abstract ideas are non entities, in other words, they
don't constitute ideas that we really have but incoherent
descriptions of ideas that we imagine to have.Thus, for
him, ideas do not possess an existence of their own, always
needing the presence of a viewer to perceive them.
other hand, Plato views
ideas (abstract or not) as existential, regardless of the
existence of a human mind to notice them — since they do not
start inside us, but they are already out there, in the
universe, conceived by a Superior Being.
bound to attract those eyeballs when you inject abstraction in
your design — because, as Plato would say, it is actually
channeled through you beyond the limitations of your human mind.
Hence, it is distinguished to have an universal appeal.
is for certain though.
Consistently communicating your brand identity and positioning
in a repetitive manner — a key success factor in traditional
marketing campaigns is no longer enough. With intelligent
technologies, shorter product life cycles, and rapidly changing
trends, a brand must be dynamic enough to behave in certain ways
under certain circumstances. What should remain consistent,
however, are the "brand characters and codes." The character is
the brand's authentic self — the reason for it's existence. When
the core of the brand remains true, the outer imagery can be
flexible and should be so. That is why Google introduced Doodles
— by having countless adaptations of it's logo, Google flexes
your mind, inspires your being and stays solid on it's purpose.
back to the subtle science of Eye Tracking, your exhibit design
and your complimentary merchandise can have a profound impact on
how your messaging is received by your audience. By
incorporating these ideas in your creatives, you will be able
influence where a viewer’s gaze not only begins, but where it
holds — and that could make all the difference between ignoring
your brand versus liking and embracing it.