June | 2014

Research Paper

Psychology & Visual DesignThe Role of Attention, Perception, and Memory in Branding

ThinkBlink At Shikatani Lacroix, we design compelling at-purchase

moments that connect in the blink of an eye.

Our philosophy and strategic design approach,

ThinkBlink, is driven by a consumer’s motivation to make

a purchase decision. Everything we do is geared to owning

the “at-purchase” moment. Our firm has a well-earned

reputation for designing integrated brand experiences that

effectively connect brands with consumers to drive

measurable results for clients. !!About the author Sydney McMurter, Research & Strategy Shikatani Lacroix As a researcher and strategist at Shikatani Lacroix, Sydney

conducts research and analysis for brands such as TD Bank,

PepsiCo Canada, and Tim Hortons. !Prior to joining SL in 2012, Sydney graduated from York

University with a Honours BSc degree in Psychology and a

certificate in Urban Studies, where she researched the

connection between psychology and design. !

| Visual Design Psychology | Research Paper | June 2014 2

Vision is a dominant sense, with a large portion of the brain

dedicated to perceiving and interpreting visual information.

Furthermore, visual stimuli have been reported to be more

memorable, more recognizable, and communicate information

more quickly than text stimuli (Stenberg, 2006). Therefore

visual design can be a powerful tool to create a distinct and

compelling brand image, whether it is applied to packaging, a

retail environment, or a website. Brand graphics can also serve

as a link of familiarity and coherence between an increasingly

complex network of channels. For example, in Shikatani

Lacroix’s 2011 Packaging in an Online World research study, it

was shown that consumers buying online look for brand

graphics that they recognize from retail stores. !Brand visuals with the Blink FactorTM catch attention,

communicate quickly, and are memorable. Therefore the Blink

FactorTM works by designing to the key psychological

principles of attention, perception, and memory. These three

design goals will be deconstructed in the following sections. !

“The Blink FactorTM s the ability to stand out and effectively communicate a meaningful and differentiated offering, and must be present during the at-purchase moment to ensure maximum impact.” Jean-

Pierre Lacroix, President,

Shikatani Lacroix

Visual Communication in Branding

The Shikatani Lacroix Think Blink Process

introduction

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step 1

Catch Attention! It is vitally important that consumers notice your brand, which

can be difficult when surrounded by competitors and other

visual stimuli. Attention exists as a survival mechanism to focus

on relevant information, therefore a brand must find a way to

be relevant and worthy of attention. Furthermore, due to a

phenomenon called “inattentional blindness”, even very

noticeable stimuli can go unnoticed if an individual is absorbed

in another task (Mack & Rock, 1998). For example, a shopper

that has already decided on the product they want to buy is on

a mission, and while in search mode the shopper is often

essentially blind to all other products. !Habit is another powerful force to break. In a research study

conducted by the market research company TNS, it was found

that 69% of supermarket shoppers buy the same brand as they

previously did in that category, and 45% buy exactly the same

product. Therefore, habits can be dangerous for brand

marketers looking to gain new customers, but work in favour of

the brand that is linked to a habit. !So, for a brand to have a disruptive effect and overcome

inattentional blindness and habits, one must first understand

the two main cognitive processes that filter and take in

information. The first cognitive system is used for quick

decisions, and uses heuristics, or shortcuts, to accomplish this

task. These shortcuts are “rules of thumb” that sacrifice

accuracy for speed and make decisions on limited information,

and can develop into habits. The second cognitive system is

more rational, but slower, and not often used in routine tasks.

In fact, it takes a considerable amount of attention and

conscious effort to activate this second system, as the brain

likes to conserve energy and use the first system whenever

possible (Kahneman, 2011).

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Therefore disruptive design strategies need to

take these processes into account. To catch the

attention of the first filtering process, the

unconscious system 1, a brand must be visually

designed to connect to consumers immediately.

Stimuli that can pose a threat to survival are

perceived the fastest. For example, objects that

are moving, unexpected, mysterious, and unique

will be attuned to unconsciously (Bodenhausen

& Hugenberg, 2009). Colour and shape are also

perceived quickly, and can unconsciously "pop-

out", depending on their context (Mack & Rock,

1998). In addition, stimuli related to personal

aspects and one’s sense of self stand out when

being cognitively filtered for relevancy

(Wingenfeld et al., 2006). These insights can be

applied by using emotional messaging that

connects to the target audience's sense of self,

emphasizing uniqueness through design, owning

a specific colour and shape, and using motion-

based technology such as digital screens. The unique design and finishes of the Cineplex VIP theatre signify an upscale experience and catch the attention of consumers.

| Visual Design Psychology | Research Paper | June 2014 5

Communicate quickly. Once a stimuli has captured the unconscious attention of

system 1, it then has a chance of being assessed consciously by

the more rational system 2, that makes decisions on value at a

less superficial level, and has a stronger influence on long-term

memory (Kahneman, 2011). Yet, although system 2 is more

rational, it still must be convinced quickly. For example, even if

a unique element of a package catches the attention of system

1, if it does not communicate its value quickly it may be

dismissed almost immediately. !Therefore brand identity and positioning, or the value

proposition, need to be clearly and succinctly expressed in the

short period of time before attention wanes or a negative

judgment can be made. Clear, quick communication of a value

proposition makes a decision easier and makes shoppers

happier, which can result in more sales. Visual design can play

a key role in accomplishing this task. It is certainly an art and

science to successfully combine design elements such as line,

colour, size, typography, movement, communication hierarchy,

imagery, and contrast in order to create an appealing visual

that communicates the correct message very quickly.

step 2

“Colour, shape, and imagery play a pivotal role in creating the right visual shorthand that will drive brand recognition and preference.” Jean-

Pierre Lacroix, President,

Shikatani Lacroix !

!!!!!!!Vivitas’ unique packaging shape and graphics communicate

that the product is a natural health supplement for women,

and colour is used to easily differentiate between products. ! | Visual Design Psychology | Research Paper | June 2014

6

Another strategy to design a visual with the Blink Factor is

to combine elements (and their associative meanings) in

such a way that they give off a general impression and

cohesive message when perceived together. This strategy

is based on Gestalt theory that refers to the process when

the perceptual system completes shapes, groups similar

objects, and creates visual meaning by perceiving

individual aspects as a whole (Bodenhausen & Hugenberg,

2009). It is a cognitive process that allows humans to

make sense of an incredibly complex informational world,

without which we would not be able to read words, since a

word is perceived as a sum of its individual letters. !

The individual elements representing the natural, specialty, and fresh divisions of KeHE are

perceived together to represent an Earth icon that gives off a unified impression. !!

| Visual Design Psychology | Research Paper | June 2014 7

step 3

“Brands reside in the networks of neurons that house our memories of them.” (TNS, 2014) !!

Be memorable. Equally important to catching attention and communicating

value quickly, visuals must be memorable to ensure continued

engagement and loyalty past the first purchase or experience.

Again, however, with so many competing brands it is difficult

to stand out as a distinct memory (and recognizable brand)

and create a lasting impression. !Another strategy to increase brand memorability through

visual design is to exploit the associative network system of

the brain that forms memories. Information in the brain is

stored in networks of associated concepts that become linked

together to form a single memory. If a brand can become

linked to memories and part of an associative neural network,

its influence will be drastically increased. The brand will be

recalled with exposure or priming to any single associated

item, such as an emotion, a colour, or a behaviour, and the

subconscious connection to this item can exert a powerful

impact on decisions. Affective memories, which are connected

to personal feelings and motivations, are particularly strong

and rich neural networks. !Since visual elements are stored in memory much more

effectively than other forms of communication and are often

the first items that are recalled about a brand (Stenburg,

2006), they are very important to the process of integrating a

brand into the memory network. Logos and visual elements

(along with the name of the brand), can serve as a central pillar

to which associations from media, advertising, personal

experience, and anecdotes are connected. It is also important

to note that brand memories are not static, and can be

updated or reinforced with new exposure to the brand.

The bright colours and emotional

link to personal relaxing experiences

and memories gives this Corona

packaging the Blink FactorTM. !!

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In conclusion, the workings of attention, perception, and

memory are important to assess when designing for optimal

visual communication and branding. For new customers, brand

visuals need to be distinct and relevant enough for them to

actually notice and assess its offering. For current customers,

the brand needs to remain compelling compared to

competitors in order to keep their loyalty while also being

easily identified and recognizable to facilitate the purchase

decision. Sustained attention is only possible after an initial

attraction, and an opportunity to appeal to the more rational

cognitive system and communicate further benefit is a bonus

after this initial consideration occurs. Furthermore, to optimize

visual communication, it is also important to reinforce a

message through associations and meanings of colour and

shape, and through strategies that enhance the memorability

of a visual design. If successful, a brand will stand out,

represent its message, and create a lasting impression. !

summary

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references

1. Stenberg, G. (2006). Conceptual and perceptual factors in picture superiority effect. European

Journal of Cognitive Psychology. !2. Thinking, Fast and Slow. Daniel Kahneman. 2011. Anchor Canada. !3. TNS Intelligence Applied. 2014. http://www.tnsglobal.com/intelligence-applied. !4. Mack, A., & Rock, I. 1998. Inattentional Blindness. MIT. !5. Bodenhausen, G. V., & Hugenberg, K. (2009). Attention, perception, and social cognition. In F. Strack

& J. Förster (Eds.), Social cognition: The basis of human interaction (pp. 1-22). Philadelphia: Psychology

Press. !6. Wingenfeld K1, Bullig R, Mensebach C, Hartje W, Driessen M, Beblo T. Psychol Rep. (2006). Attention

bias towards personally relevant stimuli: the individual emotional Stroop task. Dec;99(3):781-93. !7. Setchell, J., & Wickings, E. (2005). Dominance, status signals, and coloration in male mandrills

(Mandrillus sphinx). Ethology, 111, 25–50. !!

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