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Experts Unlock the Secrets to Effective Signage at 2009 National Signage Research & Education Conference

3M corporate laboratory specialist among distinguished speakers

ST. PAUL‚ Minn. – The Signage Foundation Inc.‚ in coordination with the University of Cincinnati Colleges of Business‚ Design‚ Architecture‚ Art and Planning will host the 2009 National Signage Research & Education Conference October 13-15 to spark discourse on the challenges of‚ and recent innovations in‚ the signage industry. 3M Corporate Laboratory researcher‚ Brian Linzie‚ Ph.D.‚ will offer a deeper look at these issues in his October 15 presentation on emerging cognitive science technologies.

“Signage is created to convey information visually to targeted viewers‚” said Brian Linzie‚ 3M Senior Human Factors Engineer. “However‚ for viewers to successfully interpret a sign‚ sign designers must first overcome a series of visual challenges.”

Linzie’s presentation‚ “Emerging Cognitive Science Technologies: Models that Predict Human Visual Attention‚” will highlight the challenges that arise in creating engaging and effective signage and dissect those challenges as a key to achieving basic visual goals. These challenges include:

  1. Simply getting viewers to notice signage
  2. Using visual features in ways that work together, rather than compete for attention
  3. Objectivity in evaluating sign placement and design

Over the last 40 years‚ eye-tracking technologies have helped researchers come to understand many of these challenges‚ but more predictive models are under development for understanding where people will look and what will draw their attention. “It is my hope that people leave this presentation with a more complete understanding of human visual attention and how it applies to effective sign development‚” summarized Linzie. “These tools will simultaneously help owners find more valuable sign placement and designers create more effective sign design.”

3M Corporate Laboratory researcher‚ Brian Linzie‚ Ph.D.

About 3M Commercial Graphics
3M Commercial Graphics helps customers worldwide build brands by providing total large-format graphics solutions. 3M manufactures or certifies graphic films and graphic protection‚ flexible substrates‚ inks and toners‚ as well as software and hardware used to create large-format finished graphics that are consistent‚ reliable and durable. For more information call 1-800-328-3908‚ or go to

About 3M
A recognized leader in research and development‚ 3M produces thousands of innovative products for dozens of diverse markets. 3M’s core strength is applying its more than 40 distinct technology platforms – often in combination – to a wide array of customer needs. With $25 billion in sales‚ 3M employs 75‚000 people worldwide and has operations in more than 60 countries. For more information‚ visit