A well-designed sign will attract more attention and do a better job for the business that it is advertising. Persona recently added a powerful new tool to help its in-house sign designers an extra edge.
The company recently began using a proprietary software tool that analyzes designs and predicts what’s likely to grab attention in the first 3-5 seconds of viewing.
The software uses sophisticated algorithms to simulates an early phase of human vision called “pre-attentive processing.” This is when we first glance at something, but before we're aware of what we're looking at. Pre-attentive processing is universal across all humans, regardless of whether the viewer's gender, age, ethnicity, socio-economic status, or cultural differences.
The software identifies the five visual elements proven to attract human attention at first glance: edges, intensity, faces, and strong differences in red/green contrast and blue/yellow contrast. The results are 92 percent accurate compared to eye-tracking studies, the cumbersome tool that previously was the best method to predict a sign’s effectiveness.
Graphic designers use the software tool to indicate which design elements the human eye will react to, allowing the designers to evaluate sign effectiveness and make sure the visual goals of a design are met. Feedback from the software analysis can be used to improve designs to ensure that their signs will get the attention they deserve and ensure that viewers see the message they desire.
Advertisers and designers have always tried to get the best response from their signs, but previously, the best answers came from either trial-and-error practices or eye-tracking studies, which are often slow, impractical, and costly.
The software will scan an image of the sign and in less than a minute will build “heat map” showing the content that is most eye-catching.
“At Persona, we believe in hiring the best people, and giving them the best tools,” said company President Mike Peterson. “This newest tool makes sure our customers get the best possible sign.”
Visual Attention Modeling software provides a tool that predicts which elements within a visual scene will have the greatest impact. Designers can use visual attention modeling to evaluate sign effectiveness and make sure the visual goals of a design are met. Feedback from visual attention analysis can be used to improve designs to ensure that your signs will get the attention they deserve and ensure that viewers see the message you desire.