What is 3M VAS?
3M VAS – Visual Attention Service
VAS is cutting edge scanning software, which scientifically analyses an images effectiveness based on how the average human eye responds.
The tool will analyse the basic elements of an image including colours, faces, shapes, contrast and text so it can accurately predict which areas will attract attention in the first 3-5 seconds, so you can be sure you have grabbed the attention of as many people as possible.
It works on visual designs from banners, print ads, signage, retail space and the list goes on. 3M VAS gives marketers and designers the ability to test their images and increase the chance that viewers will notice the most important aspects of the design.
To analyse your image, simply upload it to the VAS web portal and within around 20 seconds the tool will produce your results in easy to understand 'heat-maps' and score patterns offering detailed information.
So, why use 3M VAS?
"Quite simply, content can't work if it doesn't get noticed," (Bill Smyth, 3M Digital Out of Home Department)
There is a lot of clutter for viewers to sift through, so your image really needs to stand out to get noticed. 3M VAS shows which design elements are viewed first, and also which elements won't be noticed, enabling you to best engage your audience and get the most from your designs.
Creatives set visual goals and using VAS can help to justify design choices by proving your image will scientifically have a strong visual impact.
The tool allows you to
• Compare multiple ads
• Analyse your competitors designs or layouts
• Identify layouts with the most immediate impact
• Test creative material before it's launched
• Scientifically prove your designs will be effective
• Alter your designs to improve brand awareness
VAS allows users to draw 'areas of interest' boxes around for example multiple ads on a page in a newspaper. It will analyse the highlighted sections and provide percentage figures showing which ads will be more noticeable when opening the page.
Using the VAS too also saves significant time and resources by allowing you to test your designs before they're released. The process enables marketers to maximise their potential ROI by increasing the chances of reaching more people with a particular design, advertisement or page layout. Just see the example below.
The highest percentage here is the guy doing flips on the beach. Viewers are drawn to this image first, which is probably not the most effective place for them to look. There is a lot of other vital information on the page which needs to be conveyed to the audience before you lose their attention.
Along with using the tool on your computer you can also use the iPhone app allowing you to assess images captured with your smart phone. VAS 4.0 is also set to launch late 2011 and will feature the ability to analyse videos.
"The sales tool of every account team. The partner of every designer. And the champion of every brand marketer." (3M VAS)
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