3M launches web-based Visual Attention Service

3M has introduced a web-based Visual Attention Service (VAS), which is said to quickly and accurately predict the visual impact of creative work.

The company said the service provides brand owners, packaging designers, and advertising, marketing and media agencies with a way to achieve their visual goals.

By predicting which elements of a visual scene are most likely to receive attention, it allows designers to validate their work before committing to production.

In addition to time and cost savings in the creative process, VAS is said to help agencies to differentiate themselves and reinforce the value of high-quality design to clients.

Agencies can access VAS via a secure web portal.

3M said it is easily incorporated into design workflow with no installation and, following registration, the service can be used on a pay-per-use or subscription basis.

Photos, creative content, packaging concepts and all manner of creative media can be uploaded for testing in different scenes or contexts.

VAS rapidly analyses the creative and predicts which elements human visual attention is likely to concentrate on (in what order) and those that are likely to be ignored.

This objective feedback helps guide decision-making and helps ensure visual goals are met, whether that is helping people find what they are looking for as quickly as possible or, in the case of advertising, to ensure they notice what they are not looking for.

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