Problem one: There’s too much information is on the web..not really your storybook where you know the  quantum of content already.

Problem 2: Our brain processes visual information faster when viewing (what we mostly do on the web..esp with ads) as compared to reading.

This is where the challenge lies – creating impact as well as depth for this 5-seconds audience.. It automatically makes it more challenging to create a web advert as compared to a print or TV one.

Recent research conducted by the University of Vienna shows just how fast people process visual information.

Results:
Subjects could register content in less than 1/100th of a second.

Within 1/20th of a second subjects had already started to interpret style.

All this happening before recognition of the whole object.

Simply put, our art directors and web designers need to do some serious rethinking of their creative concepts and the media planner need to reconsider the time and placement of banner adverts and such else…lest we lose the fellow to a different ad!

Food for thought?