The eye is not a camera
This is a subjective view of the world.
We think we see everything in high resolution and full colour.
However, the reality could not be more different.
Reflex low-level attention
Visual attention is a major process for our perception.
Mostly, during the very first seconds, a reflex attention mechanism takes place. Our gaze is unconsciously attracted by areas which, in some way, stand out from the background; these areas are in contrast with their surroundings, contrast that could be due to luminance, color, orientation, texture, size, edge, curvature, corner, shape and location...
This is what we called the reflex lower-level attention.
In any case, the very first seconds of viewing are the most critical to attract your consumers.
Cognitive high-level attention
After the initial and very fast processing of the low-level features, higher-level information is processed. This attention encompasses a number of factors depending on our memory (culture, knowledge) and emotions, to name a few.
This is what we called the cognitive higher-level attention.
This kind of attention is much more complex to simulate. However, the new generation of algorithms relying on deep learning is able to catch some important high-level information such as image context, faces, texts and so on.
Thanks to best-in-class deep learning algorithms, and to a unique and significant eye-tracking dataset, Ittention provides methods and algorithms to simulate the reflex as well as cognitive attention, leading to predict efficiently where we look at.
Why attention is so important?
Understanding human attention is of increase importance in marketing as consumers’ attention becomes an ever-scarcer resource. Compared to several decades ago, consumers are 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.
"The only factor becoming scarce in a world of abundance is human attention."
Kevin Kelly, Founding executive editor of Wired magazine
Our researchers, experts in predicting human attention, had the idea to develop several artificial intelligence which allow to predict automatically and instantly the places which are going to draw the human attention, even unconsciously, on every type of communication material.
Ittention AI models the visual 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.