© 2019 


Enhance objectively

the visual impact

of your communication materials 

A team of experts in human attention at your disposal


Proper Artificial Intelligence (AI)

In 2016, 3 researchers from the University of Mons in Belgium, experts in predicting human attention, had the idea to develop an artificial intelligence which allows to predict automatically and instantly the places which are going to draw the human attention, even unconsciously, on every type of communication material. Ittention was born. 

Ittention AI models the “reflex” attention common to most of people. Our Artificial Intelligence simulates thousands of people looking at your communication material and give you objective insights to optimize the visual efficiency of the communications to increase their impact on the envisaged target.

The AI combines the results of scientific research in neuroscience, cognitive psychology, information theory and eye-tracking analysis.

Accurate and reliable AI

We created a specific artificial intelligence for every communication material to fit as close as possible the characteristics of each material. Indeed, for instance, the way you look at a web site or at a packaging in a shop or an ad in the street are totally different. That’s why we set up several databases for each communication material. It enables us to give you accurate and very reliable results


We can analyze a : 



Easier, better and quicker decision 

Brands and designers are two very different worlds that often have trouble understanding and communicating with each other. In the end, after many back and forth which takes time, the final call for a new design or an adaptation is often subjective. Using the objective Ittention metrics helps you ease the decision, gain some time and have a more efficient design with better visual impact



Objective and unique Ittention metrics

Our team of experts in human attention developed brand new metrics in order to help you improve the visual impact of your design. You will find them nowhere else. 

The metrics are designed to fit as close as possible the needs of each market and guide you to adapt efficiently the design based on your goals.

Each metric gives you a specific information about your overall design or a specific area of it.

In order to be more efficient, we also give you benchmarking figures to easily compare your design with former ones or the competition. 

Specific analysis for each type of communication material

On top of a different AI for every communication material, we also set up a specific analysis to fit as close as possible the characteristics of each market. Indeed, what you need to know regarding the visual impact of a website or a packaging is not the same. For instance, a packaging has to be quickly visible in the shelves and the structure of a website has to be easily understandable.  In that way we created three specialized type of reports

Pack It

An analysis for packaging including metrics for the pack itself and its placement in the shelves

Ad It

An analysis for an ad (print or digital), a brochure, a leaflet or a newsletter 

Web It

An analysis for the structure of a website or a landpage on desktop, mobile or tablet

A team of experts in human attention 

Developing an artificial intelligence is not the most difficult part, it is more complicated to read and analyse correctly the data. It is not marketeers behind your analysis, it is a team of researchers recognized worldwide as experts in human attention with many articles published on the subject over the last 15 years. It is what you need to receive clear and targeted recommendations in order to improve the visual efficiency of your design. Our team gives credibility and reliability regarding the metrics we developed and our recommendations

Pre-test/Post-test for multiple iterations

With Ittention, there is no long deadline to give you the results of the analysis given that we don't need people to test your design. So you can adapt the design pre-placement to avoid visual impact mistakes and realize multiple analysis for different iterations being sure that the final version is visible for the target. Otherwise, you can also realize an analysis post-placement. It's up to you and you don't need to plan it in advance.



Focus on the reflex attention

Attention is the first step of perception. Mostly, the first three seconds, the gaze of people will direct to areas which, in some way, stand out from the background based on novel or rare features such as luminance, color, orientation, texture, size, edge, curvature, corner, shape, face detection and location. This is what we called the involuntary reflex attention. Ittention only analyzes this one which is the indispensable condition to look further something. 

After the initial processing of the low-level features, meaning is assigned to what we are looking at depending on our memory (culture, knowledge) and emotions. *This is what we called the conscious volitional attention. That’s why people will decide to give more attention on images than the other depending on their memory and emotions.

Why is it so important?

"The only factor becoming scarce in a world of abundance is human attention."

Kevin Kelly, Founding executive editor of Wired magazine

Understanding human attention is of increase importance in marketing as consumers’ attention becomes an ever-scarcer resource. Compared to several decades ago, consumers may often be richer in purchasing-power terms, but are almost certainly poorer in attention.


Between 1000 and 3000 commercial messages and visual information of all kinds assail our senses throughout our waking days. This means that our eyes move quickly from one thing to another, and we are ever more selective about what we give our attention to. Our thinking and our choices are probably dominated more by what we are currently looking at than anything else. In that sense, understanding the relative patterns of attention that consumers pay to each has become a pressing concern.



Worldwide recognition

Our proper Artificial Intelligence are important as the basis for our analysis but our strengths rely on our team of researchers that are recognized worldwide as experts in human attention with many articles published on the subject over the last 15 years. Their expertise is the key value when we write down our recommendations.

Experts from two specialized Universities

In order to be specialized our team of experts is composed of researchers from two Universities: one in Mons in Belgium and one in Rennes in France which have both a department specialized in understanding and expressing algorithmically complex phenomena taking place in our visual system.

Member of the Numediart Institute

Ittention is part of the NUMEDIART Institute which is the Institute for Creative Technologies. It is the temple of European research in audio, image, video, gesture, and bio-signal processing. Its discoveries directly benefit to Ittention innovative products.

Partner of Irisa

Ittention also works with IRISA which is the largest French research laboratory (850+ people) in the field of computer science and information technology. The lab covers all the themes within these fields, from computer and network architecture to artificial intelligence.

Member of Euratechnologies

In France, we are part of Euratechnologies, a centre of excellence and innovation located in Lille. EuraTechnologies has been ranked in Europe’s top 10 accelerators by Fundacity.

Cross-markets expertise

Since our start, we have been working on many projects across several industries, such as FMCG, retail, insurance, telecommunications, pharmaceuticals,… just to name a few.



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Brussels Office

Alfons Gossetlaan, 40

1702 Groot-Bijgaarden


Phone Number: +32 (0) 27 93 10 03


Boulevard Dolez, 31

7000, Mons


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