In today’s world, dominated by fast digital connections and information, the ability to capture customer attention on online platforms is a primary factor in determining sales success for goods and services.
For this reason, attention represents a valuable resource from a marketing perspective.
On digital channels we often find ourselves in information overload. When a user browses the web or scrolls through posts on a social network, they are continuously bombarded by visual and auditory stimuli, so your communication must capture attention in fractions of a second or quickly be forgotten.
We can divide the concept of attention into three types:
- Spatial attention: users are attracted by the arrangement of objects when scanning a visual context;
- Shape-based attention: users are attracted by the shape that distinguishes an object within a visual context;
- Feature-based attention: users are attracted by elements that characterize an object such as color, movement, or meaning.
Let’s look at an example for each category.
Spatial Attention: F-Pattern and Z-Pattern
When a user encounters an online page, they do not focus on every single element but scan the entire visual field to identify an element of potential interest.
These paths are rarely subjective but, rather, are common patterns among people.
According to an eye tracking study conducted by Jacob Nielsen, a text-heavy page, such as a blog article, is scanned vertically along the left side and then continues with deeper reading at points of interest. This visual path forms a kind of “F,” hence the name F-Pattern.
Therefore:
- The first paragraphs have greater visibility than those that follow. Place the most important information there;
- Users rarely read every single word of the text;
- Use engaging phrases or images at the beginning of headings and bulleted lists.
For pages with little text, the scanning is different.
First a horizontal visual line is traced across the top of the page, once the margin is reached the gaze descends diagonally to position itself at the left edge and then traces another horizontal line. This path resembles a “Z,” so the pattern is called Z-Pattern.
We can deduce that:
- The central area enjoys greater visibility, so it is the best place to insert the most important element;
- The bottom-right area is the least scanned, so use it with this aspect in mind.
Shape-Based Attention: Directional Indicators
You should know that our brain has an unconscious predisposition to instantly follow any directional indicator, directing our attention to what is indicated. Let’s look at some concrete examples.
Thanks to an eye tracking study, the percentage of attention regarding this advertisement increased simply by shifting the girl’s gaze toward the product.
Or, in this case as well, just by changing the baby’s posture, attention was brought to the text.
Obviously there can be much more explicit situations, as in this case. The use of an arrow to shift attention to the form to be filled out.
Feature-Based Attention: Perception of Movement and Incongruity
We arrive at the third type of attention, that based on the characteristics of an object.
Look at these two images—which captures your attention first?
You surely answered the one on the right!
What is perceived as moving immediately activates the ancient brain, which has the task of protecting the person by identifying dangers; consequently it focuses less on stillness to favor action.
Tip: using movement to gain visibility, especially in social media content, could prove an excellent solution.
You should also know that our brain constantly searches for patterns to interpret what happens in the world in order to reduce cognitive effort and automate processes.
Imagine an environment characterized by uniform elements—to attract attention you must create contrast!
Look at this image:
Surely the first subject you noticed is the upside-down man, then your attention shifted to the mustache of the fifth person.
So always keep in mind that:
- The more an element differs from the rest, the more easily it is noticed;
- If in the same environment another object differs from the others but with less obvious characteristics, it will be noticed second;
- Leverage these principles to place attention on what is strategically useful for you, such as a CTA (call to action).
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With this article we wanted to provide you with insights to understand how to increase the visibility of your online content.
To act effectively, follow training courses or rely on experts who can help you reduce the risk of error and shorten the time to achieve the desired results. Don’t improvise!
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