Guide Preattentive Processing of Web Advertising

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The World Wide Web provides an alternative way for practitioners to deliver advertising message, but recently Web advertising has endured much scrutiny due.
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Patrali Chatterjee. Montclair State University.


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Advertisers are increasingly incorporating online and offline media in their marketing communication plans to leverage synergies across them. However, if there are no differences in modality, it is unclear if mixed online-offline media usage can lead to cross-media synergies.

The Impact of Aesthetics on Attitudes Towards Websites

The author draws from research on priming and two-factor theory of repetition to argue that varying information quantity on ads in different media leads to differences in ad processing at initial exposures, which impacts how information-processing capacity is allocated on retrieval vs. This research compares the effect of combined online-offline media usage [Internet banner-print magazine-permission email I-P-E or email ad-print ad-Internet banner E-P-I ] vs. Experimental data show that mixed-media use with increasing brand information I-P-E has a synergistic effect leading to significantly better immediate and delayed outcomes.

Implications are drawn for media planning and media scheduling. The role of varying information quantity in ads on immediate and enduring cross-media synergies. T1 - The role of varying information quantity in ads on immediate and enduring cross-media synergies. N2 - Advertisers are increasingly incorporating online and offline media in their marketing communication plans to leverage synergies across them.

AB - Advertisers are increasingly incorporating online and offline media in their marketing communication plans to leverage synergies across them.

The Science of Visualization: Pre-attentive Design

Marketing Montclair State University. Abstract Advertisers are increasingly incorporating online and offline media in their marketing communication plans to leverage synergies across them. Fingerprint Synergy. Human vision begins its initial processing quickly and automatically organizes visual information according to the different elements in the field of view.

The preattentive phase is less than ms so web designers armed with the knowledge of how the process works, can be sure that users are drawn to the areas on the screen that designers want them to be. Healey, n. These principles provide a way to understand how the neurological and physiological components of visual signal processing can be used in design.

Once a visual signal is received, it is passed through the optic nerve to the lateral geniculate nucleus LGN. The LGN has six main layers of cells with smaller layers of cells in between, all will different functions. The largest cells are in the two magnocellular layers are for detecting movement and are not sensitive to color. The other four layers are called the parvocellular layers are for contrast discrimination form and are sensitive to color.

The small layers between the six main layers are made of koniocellular nerve cells that detect color.

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Dragoi, n. At the front of the visual cortex, known as visual area 1 V1 and visual area 2 V2 , there are cells that are specifically intended to process form, color, movement, binocular depth, and orientation. When a signal hits the retinas, it is inverted both horizontally and vertically and the processing done in V1 and V2 orient the image and to create a stereoscopic scene.

The information processed through V1 and V2 is sent along pathways known as the ventral and cortical streams.

As different components of a visual signal are processed, these features are mapped to different parts of the brain automatically. Anne Treisman, et al. Characteristics that can make something pop out as distinct from other things are ones that are detectible preattentively by the different elements of the LGN, V1, and V2 — form, color, motion, and location. These distinctions are not equally weighted and as features are grouped for processing, some features differences can be given a height weight than others:.

But if the task is to find a target which conjoins two properties e. Treisman, , p. The differences in form and color appear preattentively but further discrimination requires some degree of cognition and focused attention but it is the popping effect of these characteristics that indicate where our attention should be focused. Treisman, ; Ware, , pp.

Chan Yun Yoo - Google Scholar Citations

Gestalt theory is commonly used in design evaluation because of the way it describes the organization of form. The Gestalt laws were first introduced in and it can still be used in understanding visual perception are helpful in analyzing graphic compositions and visual displays. Objects that are close together appear as if they are part of a group. This group of objects is perceptually treated as an object itself. These elements are perceived as single object purely due to their proximity to one another.

Chang et al. There are no separators used in the column of articles to differentiate one article from the next. And each article is similarly drafted with an image on the left and the remaining content on the right.

Pre-attentive, Early Stage Perceptual Organization and Bloomberg.com

Since each clusters of article elements are perceived as individual objects, the group of articles are perceived as a column of similar objects. Some of the images have icons or badges overlaid in their upper right corner that perceptually group them together as like objects. Prinzmetal, ; A. Treisman, ; Ware, , p. Also of note in this example is another illustration of how the yellow win badge not only pops above the image.

Darker objects appear to be closer to the viewer than lighter objects. This illusion of atmospheric perspective is certainly handled preattentively and the relation of what elements are in the background versus what elements are in the foreground help the viewer determine what is important on the screen. Primary badges use a yellow background with black text. This dual level of attention seeking draws viewers to them first by relying on a color that humans are very sensitive to yellow with black text that seems to doubly pop on the screen.

The secondary badge type uses a red background, which our vision is less sensitive to, and a white graphic that appears to be in the background -or at least on a plane behind the red circle. Even the slight drop shadow on the yellow badges seems to pop more than on the red badges.

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The Gestalt laws of closure make the case that observers have a tendency to work to make sense of overlapping forms Ware, , p. We perceive these forms to be related as well as spatially overlapped. The aforementioned category badges overlap article images to illustrate what category the articles belong to. We perceive the image underneath the badge as being rectilinear with the left and top sides of the image meeting at a point underneath the trending badge.

This effect is handled preattentively as the badge acts as a distractor that pops out above the image and we perceive a connectedness in the form behind.