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Vision science-based tool offers rapid design feedback

Designers and marketing strategists such as The Integer Group use scanning program to receive immediate feedback on the effectiveness of a design’s visual hierarchy.

SCOTCH-BRITE ANALYSIS. To understand the visual hierarchy of a point-of-purchase display for Scotch-Brite home cleaning products
SCOTCH-BRITE ANALYSIS. To understand the visual hierarchy of a point-of-purchase display for Scotch-Brite home cleaning products

The Integer Group is a global promotional, retail, and shopper marketing agency based in Lakewood, CO, whose main goal is to “turn shoppers into buyers.” That’s according to Craig Elston, senior vice president of Insight and Strategy for Integer, who adds that some of the largest consumer packaged goods companies, including MillerCoors, Kellogg’s, Procter & Gamble, and Johnson & Johnson, are among the agency’s many clients.

Much of Integer’s work takes place in the retail context—providing clients with signage such as shelf talkers or shelf strips, as well as with primary, secondary, or promotional packaging design—as part of an overall marketing strategy.

During the last couple of years, Integer has employed a new Web-based software tool to help its inside strategy team rapidly and cost-effectively evaluate the visual impact of its retail designs during the creative process. 3M’s Visual Attention Service (VAS) is a scanning tool that uses software algorithms to analyze a design and predict which areas will attract a consumer’s attention in the first three to five seconds.

Says Elston, “We started using VAS because we were terribly curious, and because we like new, innovative things. We also liked the way 3M had put this together—a rapid research tool that is easy to access and is built on actual eye-tracking studies. We basically started playing with it and found it to be a really interesting way to map the work that we were producing, whether it was packaging or signage or other marketing pieces, to relatively quickly assess and diagnose the visual stopping power of what we were creating.”

Tool based on years of vision science
VAS is based on an existing technology platform developed over the years by scientists at 3M to understand how the human visual system works and how that knowledge can be applied to 3M products. Using this science, the Commercial Graphics Division created software algorithms for VAS that predict how the human visual system will respond to different scenes.
 

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