Introduction
It won’t be a surprise to anybody that sight is the most used sense in branding.1 Humans are, after all, visual creatures – most of our sensory cortex is devoted to vision, meaning our brains are primarily image processors.
In turn, the majority of advertising messages are highly visual. The problem is that the number of messages has grown rapidly, which has led to a situation where most people are now living in a state of ‘continuous partial attention’ – paying attention to a range of information all at the same time, but...