THE MAIN PURPOSE OF A LABOR UNION / TUTORIALOUTLET DOT COM THE MAIN PURPOSE OF A LABOR UNION / TUTORIALOUTLET | Page 68

In-store, the use of standalone kiosks is based on this principle. In advertising, the use of ―white space‖ (placing a brief message in the center of an otherwise blank or white advertisement) is based on this principle, as is surrounding a key part of a radio commercial with a brief moment of silence. 50Illustration 84 shows an effective print ad that uses isolation. Format Catalog merchants wishing to display multiple items per page often create an environment in which the competition for attention across items reduces attention to all the items. However, with proper arrangement and formatting, this competition for attention can be reduced and sales improved.51 Format refers to the manner in which the message is presented. In general, simple, straightforward presentations receive more attention than complex presentations. Elements in the message that increase the effort required to process the message tend to decrease attention. Advertisements that lack a clear visual point of reference or have inappropriate movement (too fast, slow, or ―jumpy‖) increase the processing effort and decrease attention. Likewise, audio messages that are difficult to understand because of foreign accents, inadequate volume, or a speech rate that is too fast52 also reduce attention. Contrast and Expectations Consumers pay more attention to stimuli that contrast with their background than to stimuli that blend with it. Nissan's use of color ads in newspapers demonstrates an effective use of contrast.53 Contrast is related to the idea of expectations. Expectations drive our perceptions of contrast. Packaging, in-store displays, and ads that differ from our expectations tend to get noticed. For example, ads that differ from the type of ad consumers expect for a