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