How to direct people's attention?

Moving elements attract the eye

Take a look at this Eye Tracking video from an Oral-B commercial.

You probably noticed that your eyes (involuntarily) remained fixed on the rotating brush. As a result, you probably didn't notice the surrounding text. Maybe the association 'round' stuck with you.

Observing the red dots in the video, the viewers are automatically drawn to the rotating brush. It's the only thing people look at! This confirms that fast-moving objects attract the most attention.

If you want to direct attention to your product, then let it move! 

But be aware: movement is also distracting and images that move too fast are counterproductive (read more about this in learning 13). If you want to direct attention to an element that's not moving, such as your brand logo, make sure that no other elements are moving.

Look at the end of this Tele2 ad (Dutch telecom company). How many people processed the text "check tele2.nl"?

Check out the next learning.