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