What it does
This KPI visualizes how asset elements, such as brand logos or key messages, are perceived in peripheral vision: the area outside of the direct line of sight. It simulates peripheral vision to determine whether key elements of an asset can break through and capture attention without the need for direct focus.
Why it matters
Peripheral vision plays a significant role in how consumers perceive and interact with their environment, including marketing materials. Most asset exposure occurs under peripheral viewing conditions, as consumers often encounter assets without directly focusing on them, such as billboards or side banners. Peripheral vision is critical in determining where to focus next, as the brain scans the environment for cues that satisfy needs or interests. Ensuring that key elements of an asset are perceived peripherally can significantly increase brand activation and mental availability.
How it works
The KPI simulates the effect of peripheral vision, similar to looking through frosted, grayish glasses, allowing users to assess whether the important elements of the asset are recognizable and impactful even when not viewed directly.
How to achieve great results
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Design assets with high contrast and distinctive shapes to ensure they stand out in peripheral vision.
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Place key messages and brand elements in areas that are likely to be noticed even when not in focus.
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Use bold colors and large, legible fonts to increase visibility and recognition from a distance.
AI models used
This KPI uses simulation techniques to replicate the effects of peripheral vision in the human brain, helping to evaluate an asset's effectiveness in capturing attention outside of the direct line of sight.