Friday, August 5, 2011

Eyeballing New Media Messaging

1) We live life judged by measurement but often decide import after just a quick glance.

2) Eyeballing, by casual definition, is the act of taking a quick look at the complex and making a quick and informal assessment. The more intelligent we are, the more successful this can be. 

3) Web media is no different. When people look at something online, no matter how much statistical data there may be, nine times out of ten they will form an opinion based on their personal interests or needs.

It is said that the average adult at the best of times has an attention span of eight seconds. Distractions keep us from focusing attention over a long period of time. To compensate, we scan and determine. Historically, marketers have long known that magazine ads have but an eye blink to connect with the reader before they flip to the next page. 

4) Internet browsing enables users to easily move from one page to another. Figures reveal most internet users spend less than one minute on the average website. The attention span of humans is decreasing as the use of modern technology increases.

The answer may lie in brevity, creativity and simplicity. Packing something interesting into a simple package can be the hardest thing to do. But the most effective. Perhaps we are seeing the return of the rationale for creative messaging in order to capture more eyeballs.

Have a great weekend everyone!


  1. That's such a good reminder - focusing on simplicity and creativity. It's so easy to look at all the minute details that can go into something, but with an eight-second attention span, the extra efforts can be wasted energy.

  2. so true, Rand. Less is frequently more. I'll be using this post in my classes come Fall :-)

  3. I'm not so sure the world is better off with a shorter attention span, but I've learned to accept that it's so. I prefer to think that you've got a really short time to get someone's attention, then you better have something more to keep it. Loved your cereal post :)

  4. Hm. I think the details contribute to the whole in a manner that we capture every time. The challenge is to choose the right details.

  5. Thank you all for your thoughtful comments and kind attention... :)