3M Visual Attention Service (VAS) is a web-based scanning tool that digitally evaluates the visual effectiveness of graphic designs, advertising and other creative projects. Specifically, VAS indicates which design elements the average human eye will react to in the first 3-5 seconds – providing accurate, scientific feedback on how consumers will react to your ad, before they even see it.
VAS testing allows for fast, easy side-by-side design comparisons, with salient differences highlighted to help identify the layout with the most immediate impact. Results include “visual heatmaps” and predictive overviews of the designs. Because VAS is so cost-effective, it can be used to evaluate almost any type of creative execution, including print ads, websites, banner ads, in-store signage/on shelf, billboards and more.
Based on more than 30 years of vision research, the proven technology of VAS integrates seamlessly within the creative process to confirm and strengthen design decisions at any stage, and assist in resolving client/design concerns. Results are completed in seconds, and are inexpensive enough to use multiple times throughout the creative process.