00:00:00
So, there's this common myth that's out
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there that our attention spans are
00:00:04
shrinking. And we know that attentions
00:00:06
aren't shrinking because people do binge
00:00:09
watching. But what we know is that
00:00:11
access to information has never been
00:00:13
better than it is right now. We have
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access and choice across a wide
00:00:18
spectrum. And so the cost to moving on
00:00:21
to new content is very low. We actually
00:00:24
forage for new information really
00:00:25
rapidly. And that's driving this idea
00:00:29
that our attention spans are shrinking,
00:00:31
but attention is still very much intact.
00:00:33
It is just that we now need to do a
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better job of making sure that content
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is impactful and has a hook right up
00:00:41
from the start and is compelling so that
00:00:43
people stick with it. I think the key
00:00:45
principles of visual marketing are
00:00:47
attention. You've got to capture the
00:00:49
consumer's attention or you've got
00:00:50
nothing. The second thing is once they
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pay attention, they have to understand
00:00:55
it. So we call that fluency. And so
00:00:57
there are visual cues that'll make what
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they see more easy to process. Then once
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they understand it, they'll form some
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kind of perception that'll form their
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judgment.
