In communication, visual attention sets the precendent for all further processing steps. With variations depending on the industry, 85% of consumers give visual attention the most important role in product communication. This makes it an indispensable component for understanding how communication affects brand image.
We picture the ideal visual contact between brand and customers as:
In the presence of the diverse stimuli and motivations of our everyday life, this process of successful communication is rarely achieved. We focus on less than 1/3 of visible elements in media and products; of the focused media, less than 15% is completely comprehended at all.
We evaluated 62 elements of an e-commerce site, 23 TV spots (observed in a competitive environment (magazine and mobile devices), and 75 product offers on a cosmetic shelf.