3M Upgrades Automated Vision Research Tool

Product innovation consultancy 3M has launched a new version of its online Visual Attention Service (VAS), which combines vision science with technology to identify where the average human eye is most likely to look in the first three to five seconds.

VAS analyzes the graphical and text elements of content, and its algorithms then processes visual cues such as colour, edges, faces, shapes and contrast. Results reveal which design elements are most likely to be viewed first, and also those which will not get noticed.

To perform the analysis, users upload images to the VAS web portal and within seconds, the web-based scanning tool produces results in visual interest 'heat maps' and selectable probability scores for the content that is most attention-grabbing.

VAS 3.0 introduces new features including improved face and edge detection algorithms, a Photoshop plug-in, and URL capture. It also has an iPhone app that allows users to assess images they capture with a smart phone.

Unlike eye tracking studies, which use software and cameras to monitor a user's gaze, VAS is based on the results of three decades' of vision research conducted by neuroscientists.

'Quite simply, content can't work if it doesn't get noticed,' states Bill Smyth, Business Manager, 3M Digital Out of Home Department. '3M VAS is a critical tool that supports the design process by providing scientific feedback on what elements of content viewers will see first, thereby assuring everything possible is being done to achieve creative visual goals, and maximize the impact of marketing messages.'

Web site: www.3M.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.