VAS is easy to use in your existing creative process. Use it via web, mobile or Photoshop® to analyze your design and get a suite of easy-to-understand reports.
After you upload an image into VAS, you can mark up areas of interest (AOIs) that correspond to your visual priorities for the piece. Scores in boxes indicate the percent likelihood of each area gaining attention in the first 3-5 seconds.Regions
Regions gives an analysis of the image without considering the areas that you marked as visual priorities. This gives you a more raw and basic analysis of the image, for compariscon. Icons in the boxes indicate the elements that drive attention.Heatmap
Heatmap gives you a quick read on the most attention- getting areas within your image, kind of like a weather map. Hot colors indicate attention grabbing power in the first 3-5 seconds. Red = high; orange/yellow = medium; blue = low; and areas with no color overlay = very low.
What order will your areas of interest be seen in? If you've ever had that debate with a client or colleague, Sequence helps you settle it. Sequential numbers show the likely order in which visual elements will gain attention in the first 3-5 seconds.Visual Elements
Visual Elements gives you results for the 5 elements that drive visual attention: Edges, Intensity, Red/Green Contrast, Blue/Yellow Contrast and Faces. The table gives element scores for each Area of Interest. Use the scores to learn which elements are driving attention, and how to revise.Reports and Images
All of the analyses are available instantly in the VAS interface, but VAS also collects them into a tidy report. Just tap the download button for a detailed PDF, and a folder of the analysis images, along with your original. It's at your fingertips to use, review and share with clients.
From your original image, VAS scans for these 5 key elements:
VAS is the culmination of decades of vision science research. 3M first began working in vision science to improve reflective materials in work zones. The same research was applied to understanding what a consumer will notice in signage, retail displays and advertising, and VAS was born.
VAS uses a predictive algorithm, based on actual eye-tracking studies, to test for pre-attentive vision. This is the first 3-5 seconds of viewing— before we're aware of what we're looking at—and not affected by gender, age or culture. Post-attentive vision happens next, when your brain interprets what it's seeing. VAS helps ensure that your design is noticed in post-attentive vision as well. If it isn't noticed in the first place, how can it be processed?
The 5 elements, below, are what VAS scans for. They're the key factors that attract our attention in pre-attentive viewing. Once our attention is gained by them, our brain can interpret the scene—i.e., read the headline, recognize the logo, etc.