I just finished reading and article on Hubspot Blogs which explained that according to a recent study by The National Center for Biotechnology Information: Our average attention span has reduced to eight seconds – less than that of a goldfish? I know it’s not entirely new information, after all there was a DuPont study in the 70’s that told us more or less the same thing, but it’s nevertheless interesting to find that over the years nothing has really changed – so apparently, we are all just ‘Goldfish’.
The same study also found out that 50% of our brains capacity goes towards vision. Perhaps that means that of the eight seconds of attention, at least four of them are spent looking at images, well if it does, then it certainly puts the case for more visual branding, and a little less emphasis on text, as a way to attract and keep our attention.
As you can see by the image above, whether you read the language or not, the brand remains recognisable (internationally), solely because of the shapes, style and colours. All this puts the case for designers and marketers to move more towards ‘visual branding’, and to place a little less reliance on text to communicate……after all images are something that even a goldfish can understand!
Rowland Heming© 2015
See the full article and links to the study here: http://blog.hubspot.com/marketing/neuroscience-findings-marketing