More eyedrop

A simple observation

You clicked the red circle.

You didn’t click “eyedrop click here” in the body text.

When the eye meets a visual proposition – whether screen, page or a three dimensional object, it immediately seeks guidance from what requires its attention. In other words; an instantaneous and subconscious request takes place in the brain which asks “what am I meant to do with this information? Working this principle to your favour is crucial. Getting it wrong is the reason why marketing campaigns and even strategies go off course. And everything is blamed including the kitchen sink, except that single most precise moment in time where in execution, eyedrop takes place.

Too many designs have what I call eyeroll; where the eyes roll around the page seeking “the rule” due to conflicting calls for attention. The result is that the viewer closes the task and moves on – or more often, the proposition is hidden or compromised by conflicting calls for attention from other propositions insecurely stuffed into the visual and/or fogged by design drivel.

Design drivel is hassle factor to the eye. When you bang out fancy Flash presentations on your website you are calling on your prospect to invest time in watching you show off. Trust me, no one’s that special.

It is the same with fast/slow or rapid cut editing on your TV ad or a monotone of noise rather than the manipulation of audio to a common purpose. Your prospect is irritated by production gymnastics. Don’t be a busy fool by distracting from the message. You are in the business of generating profit – not migraines.

Clever design takes the senses on a journey through to a culmination of next action and avoids provoking selective perception.

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