Focus
Earlier we saw how eyes, cleavages, and
pyramids all focus attention,
and we saw how such mind agents enabled
us to survive as a species, several million years
ago in the African savannah. We had to
be able to instinctively analyse any landscape,
and to feel which way we ought to
proceed.
Attention needed to be directed promptly
to any threat or benefit,
and so certain shapes became wired-in to
direct our eyes
and to sway our emotions in a way that
was
appropriate for survival.
Let's look more
at this…
Spikes
A poplar,
a laurel, a conifer.
An equally exclamatory lupin.
a skyscraper, a minaret, a cathedral
spire.
a conductor's baton, a magic wand, a bamboo
leaf,
a road-traffic cone. The horn of a
unicorn. Be alert.
Pay attention. Prepare for action.
The spike corresponds to a 'sharp'
taste;
a 'tut' of exasperation; an abrupt
'hey!';
a tap on the shoulder;
a prod in the ribs.
This neural neural responds
to information surging
over a fraction
of a
second.
It conveys a feeling of urgency.
Be ready, this is something to pay
attention to.
It underlies the past simple tense, and
the punctual aspect
in verbs (and some nouns) – “I did it.”
The spike points for our attention.
Reuters
Contrasts
The Spike is a specific example
of information surging over a brief time
span.
Other ways it can be achieved is by
contrasting black and white
(or black and yellow in the case of
wasps and some poisonous frogs);
red and green as in the case of fruit
hidden amongst foliage;
soft and loud; oxymorons; etc….
Keep an eye out for them!
Oh,
before
we move on,
did
you see the green peach?
Let
me help you:
Advertising...
"Advertisements are designed to get attention. That means they sometimes have to be intrusive,
demanding attention... What can you do to create this kind of impact?... In print ads...
research indicates that contrast can attract viewer attention. If every other
ad in the medium is big and bold, then try one that is small, quiet and simple;
use a lot of white space. If everything else is tiny and grey (like type),
then be big and bold, or use colour. If everything else is
colourful, then use black and white. Identify the
characteristics of the medium environment
and then do something different...
The unexpectedness of
the new idea
creates
stopping power."
(Wells, Burnett, Moriarty, Advertising Principles and Practice, Prentice Hall, 5th edition, 2000)
More eye candy…?
Limits of Focus: Bridget Riley
Attention triggers - neurobiology of turning one's head to a sound trigger
