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3M Visual Attention Service

© 3M 2011. All Rights Reserved.


• Visual messages are
everywhere

• Up to 5,000
5 000 a day

• Will your messages


get attention?

© 3M 2011 | All Rights Reserved | Page 2


Command Attention with 3M VAS

ƒ Understand how viewers will interact


with y
your work

ƒ Use that knowledge to drive attention to


what you want people to notice

© 3M 2011 | All Rights Reserved | Page 3


Meet 3M VAS !

ƒ New software service from a trusted innovator

ƒ Quickly test creative designs

ƒ Identifies what’s likely to be noticed in first 3-5 seconds

ƒ Create designs
g that draw attention to key
y messages
g

ƒ Based on 3M’s 30 years of Vision Science experience

© 3M 2011 | All Rights Reserved | Page 4


www.3M.com/vas

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Original Heatmap

Probability of getting attention during first 3 – 5 seconds.

© 3M 2011 | All Rights Reserved | Page 6


Areas of Interest Region Map

Probability of getting attention during first 3 – 5 seconds.

© 3M 2011 | All Rights Reserved | Page 7


Easy-to-Understand, Actionable Recommendations

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3M VAS Applications
pp

ƒ Website design
ƒ Signage
ƒ Planograms
ƒ Packaging
ƒ Print Advertising
ƒ Point of Purchase Display
ƒ Others…

© 3M 2011 | All Rights Reserved | Page 9


Human Visual System
y

ƒ Don’t notice or
process the majority of
visual stimuli

ƒ Brain decides what will


get attention

ƒ Initial fixations well


predicted by certain
image properties

© 3M 2011 | All Rights Reserved | Page 10


Human Vision Limitations

Find the Blue O!


O

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X X X X X X X X X X X X X X X X X
X X X X X X X X X X X X X X X X X
X X X X X X X X X X X X X X X X X
X X X X X X X X X X X X X X X X X
X X X X X X X X X X X X X X X X X
X X X X X X X X X X X X X X X X X
X X X X O X X X X X X X X X X X X
X X X X X X X X X X X X X X X X X
X X X X X X X X X X X X X X X X X
X X X X X X X X X X X X X X X X X
X X X X X X X X X X X X X X X X X
X X X X X X X X X X X X X X X X X
X X X X X X X X X X X X X X X X X
© 3M 2011 | All Rights Reserved | Page 12
O O O O O O O O O O O O O O O O O
O O O O O O O O O O O O O O O O O
O O O O O O O O O O O O O O O O O
O O O O O O O O O O O O O O O O O
O O O O O O O O O O O O O O O O O
O O O O O O O O O O O O O O O O O
O O O O O O O O O O O O O O O O O
O O O O O O O O O O O O O O O O O
O O O O O O O O O O O O O O O O O
O O O O O O O O O O O O O O O O O
O O O O O O O O O O O O O O O O O
O O O O O O O O O O O O O O O O O
O O O O O O O O O O O O O O O O O
© 3M 2011 | All Rights Reserved | Page 13
O X O X O O O X X O O X X X O O X
O O X X O X O X O X O X O X O X O
O X X X O X O X O X O O X O O X O
X O O O O X O O X O X O X O X O X
O X O X X O O X O X X O O X X O X
O X O X X O O X X O X O X O O X O
O X X X O O X X O O X O X O X O X
O X O X O X X O O X O O X O O X O
X X O O X O X O X O X X O X O X O
X O X O X O O X X O O X O X O X O
X O O X O X O X O X X O O X O O X
O X O X X O X O O X O O X O X X O
X X O O X O X O O X X O X O X O O
© 3M 2011 | All Rights Reserved | Page 14
Shape Region Unique Shape

X X X X X X X X X X X X X X X X X
X X X X X X X X X X X X X X X X X
X X X X X X X X X X X X X X X X X
X X X X X X X X X X X X X X X X X
X X X X X X X X X X X X X X X X X
X X X X X X X X X X X X X X X X X
X X X X O X X X X X X X X X X X X
X X X X X X X X X X X X X X X X X
X X X X X X X X X X X X X X X X X
X X X X X X X X X X X X X X X X X
X X X X X X X X X X X X X X X X X
X X X X X X X X X X X X X X X X X
X X X X X X X X X X X X X X X X X

© 3M 2011 | All Rights Reserved | Page 15


Color Region Unique Color

O O O O O O O O O O O O O O O O O
O O O O O O O O O O O O O O O O O
O O O O O O O O O O O O O O O O O
O O O O O O O O O O O O O O O O O
O O O O O O O O O O O O O O O O O
O O O O O O O O O O O O O O O O O
O O O O O O O O O O O O O O O O O
O O O O O O O O O O O O O O O O O
O O O O O O O O O O O O O O O O O
O O O O O O O O O O O O O O O O O
O O O O O O O O O O O O O O O O O
O O O O O O O O O O O O O O O O O
O O O O O O O O O O O O O O O O O

© 3M 2011 | All Rights Reserved | Page 16


Color and Shape Neither Color nor Shape Unique

O X O X O O O X X O O X X X O O X
O O X X O X O X O X O X O X O X O
O X X X O X O X O X O O X O O X O
X O O O O X O O X O X O X O X O X
O X O X X O O X O X X O O X X O X
O X O X X O O X X O X O X O O X O
O X X X O O X X O O X O X O X O X
O X O X O X X O O X O O X O O X O
X X O O X O X O X O X X O X O X O
X O X O X O O X X O O X O X O X O
X O O X O X O X O X X O O X O O X
O X O X X O X O O X O O X O X X O
X X O O X O X O O X X O X O X O O

Requires
q Coordination and Time
© 3M 2011 | All Rights Reserved | Page 17
How VAS Works
ƒ VAS algorithms process important visual cues
Color Edges Faces Shape Contrast

ƒ Things
g likely
y to g
get attention in first few seconds

ƒ Part of everyone’s pre-wired neural architecture

ƒ Consistency across gender, age & culture

ƒ Accuracy confirmed with eye tracking studies

© 3M 2011 | All Rights Reserved | Page 18


Manyy Options
p For Using
g VAS
ƒ Pay-As-You-Go credits
ƒ Unlimited use passes
ƒ Group accounts
ƒ “Private Label” program
ƒ Customer branded website managed by 3M
ƒ Software Developer Kit (SDK)
ƒ Integrate
I t t VAS functionality
f ti lit into
i t your website
b it

© 3M 2011 | All Rights Reserved | Page 19


Flexible Pricing
g Options
p
ƒ All new users receive 5 free Credits
ƒ Pay-As-You-Go Credits
― 1 Credit $19.99
― 5 Credits $74.99
$74 99
― 10 Credits $119.99

ƒ Unlimited-Use Subscriptions
― 1 Day $74.99
― 7 Day $149.99
― 31 Dayy $499.99

ƒ Group pricing (Contact us)


ƒ 50% discount for 3 month commitment

© 3M 2011 | All Rights Reserved | Page 20


® ®
Adobe Photoshop
p CS5 Plug-in
g
ƒ Use VAS during design process
ƒ Free download

© 3M 2011 | All Rights Reserved | Page 21


® ®
Apple
pp iPhone App
pp
ƒ Real time in-store results
ƒ Free iTunes download

(Coming 
Soon)

© 3M 2011 | All Rights Reserved | Page 22


3M VAS USE EXAMPLE

© 3M 2011 | All Rights Reserved | Page 23


3M VAS Example: PocketProjector Website

Just clip the website content, not the browser


d
decorations
ti

© 3M 2011 | All Rights Reserved | Page 24


3M PocketProjector
j Website

Visual Goals 1. MP160 image


2
2. THE WORLD IN YOUR POCKET
THE WORLD.  IN YOUR POCKET.
3. 3M
© 3M 2011 | All Rights Reserved | Page 25
VAS Analysis
y

High 73% MP160


Low 36% THE WORLD IN YOUR POCKET
THE WORLD.  IN YOUR POCKET
Med 49% 3M
© 3M 2011 | All Rights Reserved | Page 26
VAS Analysis
y

High 73% MP160


Low 36% THE WORLD IN YOUR POCKET
THE WORLD.  IN YOUR POCKET
Med 49% 3M
© 3M 2011 | All Rights Reserved | Page 27
Distracting
VAS Analysis
y Element

High 73% MP160


Low 36% THE WORLD IN YOUR POCKET
THE WORLD.  IN YOUR POCKET
Med 49% 3M
© 3M 2011 | All Rights Reserved | Page 28
PocketProjector
j Website v2

Replace
Distracting
El
Element t

© 3M 2011 | All Rights Reserved | Page 29


Website v2 Analysis
y

High 99% MP160


Med 44% THE WORLD IN YOUR POCKET
THE WORLD.  IN YOUR POCKET
High 80% 3M
© 3M 2011 | All Rights Reserved | Page 30
PocketProjector
j Website v3
Increased
Contrast

© 3M 2011 | All Rights Reserved | Page 31


Website v3 Analysis
y

High 99% MP160


High 71% THE WORLD IN YOUR POCKET
THE WORLD.  IN YOUR POCKET
High 72% 3M
© 3M 2011 | All Rights Reserved | Page 32
3M Visual Attention Service

ƒ Evaluates visual effectiveness

ƒ Identifies what’s likely to be noticed in the first few seconds

ƒ Scientific feedback on how people will react

ƒ Cost effective results in seconds

ƒ Sign up for a free trial at www.3m.com/vas

© 3M 2011 | All Rights Reserved | Page 33


Connect with
3M VAS
Learn more and sign up at
www.3m.com/vas

© 3M 2011 | All Rights Reserved | Page 34

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