The Psychology of Attraction: How Do We Capture Attention? [Infographic]

Iconic Displays http://www.iconicdisplays.com 3m 696 #attraction

The views of this article are the perspective of the author and may not be reflective of Confessions of the Professions.

How does symmetry impact your visual marketing efforts? Symmetry, along with color and shape, are the key elements determining whether a visual display, whether a poster, graphic banner, or trade show display, are attention-grabbing or cringe-worthy.

Colors are a pretty versatile visual element. Use contrasting colors—opposites on the color wheel—to make a big impact. Or use complimentary colors to create a more pleasing visual effect. But colors can also clash. Colors that aren’t adjacent or opposites look funny when used in combination. And two colors that are fairly equal in prominence tend to compete for attention. Different colors also evoke different emotional responses. Red, for instance, evokes fear, anger or passion. Green, on the other hand, is refreshing and relaxing—often used to illustrate natural elements or growth.

If you’re curious how shape and symmetry impact the visual appeal of your displays and graphics, check out the infographic below for more details.

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The Psychology of Attraction: How Do We Capture Attention?

What do we consider eye-catching?

How Do We Capture Attention?

Factors like symmetry, color, and shape are all attractive to the human eye

SYMMETRY

Plato wrote this on his theory of “GOLDEN PROPORTIONS”

the width of an ideal face would be 2/3s its length
a nose would be no longer than the distance between the eyes

• Science has proven that symmetry is inherently attractive to the human eye
• This defined as similarity between the left and right sides, rather than Plato’s Theory of Proportions
• [Babies will spend more time staring at a photo of a symmetrical person than one who is asymmetrical]

Symmetry as a preference is a trait seen in many different animals

• EX. FEMALE SWALLOWS PREFER MALES WITH LONGER, MORE SYMMETRICAL TAILS

Scientists believe that symmetry reflects a strong immune system

• Therefore, beauty and symmetry indicate robust genes

Victor Johnston of New Mexico State University uses a program called FacePrints

• He shows facial images of varying attractiveness to viewers who rate the pictures for beauty on a scale of 1 – 9
• Picture with the best ratings are merged together and lower ratings are taken out
• The trial ends when the viewer narrows down the selection to a perfect 10
• The perfect 10 is always highly symmetrical

MODEL WITH OVERLAY OF BEAUTY MASK BASED ON DIVINE PROPORTIONS. THIS SHOWS THAT A SYMMETRICAL FACE IS BEAUTIFUL.

THE COLOR OF ATTRACTION
Humans react strongly to color

Red is the color that calls our attention the most. This is why it is used in stop signs, alerts, and traffic lights.

• Evokes feelings of fear, anger, and passion
• The mood of red changes dramatically when lightened or darkened

• Calms the emotions; lowers blood pressure
• Blue is associated with loyalty and trustworthiness

• Refreshing and relaxing
• Blue is associated with loyalty and trustworthiness

• Refreshing and relaxing (green)
• Closely related to nature and growth (green)

• Can bring feelings of joy or convey sickliness
• Yellow is inviting and can create an open atmosphere

• Denotes authority and power (black)
• Can convey sophistication or villainy

THE PSYCHOLOGY OF SHAPES

SQUARE
» Logic
» Order
» Containment
» Security

TRIANGLE
» Energy
» Balance
» Science
» Religion

CIRCLE
» Femininity
» Warmth
» Comfort
» Sensuality
» Love
» Wholeness
» Movement
» Connectedness
» Protection
» Family

WHAT DO WE FIND UNATTRACTIVE?

REPUGNANCE is an evolutionary defense mechanism

• As we realize the nature of a potentially lethal substance, our auto response is disgust
• This is the reason for near-universal repugnance at things that are putrid or oozy
• Most things found to be extremely unattractive would cause harm if ingested or touched

ASYMMETRY

Lack of balance can be an automatic turn-off

• TENDS TO BE VISUALLY UNAPPEALING

Asymmetry also affects behavior and reactions

• SOMEONE CHANGING LANES IN TRAFFIC IS AN EXAMPLE OF ASYMMETRY WHICH CAN CAUSE QUICK AND AGGRESSIVE REACTIONS

CLASHING COLORS

» Combinations that follow the natural brightness of colors are generally appealing

» Combinations that contradict natural brightness are generally unappealing

Colors that clash:

BLUE | PURPLE : They are similar in prominence and fighting for attention

ORANGE | GREEN : They aren’t opposites

GREEN | YELLOW : They aren’t adjacent on the color wheel

Beauty is in the eye of the beholder

ICONICDISPLAYS.COM

This infographic is by Iconic Displays, makers of custom tradeshow displays and event exhibits.

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