Selective Attention

TIP: People are very fickle about what their want to pay attention to. We all quickly scan for cues as to whether it’s worth reading an article or watching a TV show. Visual communications is about overcoming that selection process.

“Few employees ever bother to read a company report, although it may be of far greater importance to them than to shareholders. The challenge is to produce documents which are less intimidating. Prose descriptions of statistical trends, or even tables of figures, deter most readers; colour, charts, cartoons can make the essential points more accessible. Videos can also be used. The purpose of each method is the same: to overcome the selection process which would normally filter out the information which we seek to transmit.”  (Adapted from “See What I Mean, by Morgan and Welton)

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