the grid on the right and watch the dots at the intersections fill in and then change back
to white as your eyes move across the grid.
If you focus
exclusively on one white dot, or if you hold the grid too close or too far away, the illusion
Read below to learn how understanding the power behind this illusion can
improve your marketing and advertising.
The scintillating grid allows you to become consciously aware of one aspect of your out-of-consciousness processing system at work.
system automatically sharpens contrasts on surface edges to
make it easier for you to separate
objects from their backgrounds. The grid's design forces your
vision system to attempt to construct
surface edges that do not exist. Scanning the grid reveals
this on-going process that you normally
do not notice.
Seeing the dots
appear and disappear on the grid demonstrates that we do not
passively perceive reality, but
instead actively construct reality using more than basic sensory
inputs. To our conscious processing
systems, however, it still
feels like we just perceive reality. That's why the grid is
called an illusion.
programs and advertising ignore and dismiss the impact that the out-of-conscious processing
system has on consumer behavior, but this hidden system not only begins, but also greatly influences,
the process of constructing reality for consumers.
We are all awash
in continuous streams of signals from our internal and external
environments. Our out-of-conscious
processing systems encounter these signals first and begin
to direct our behavior before our conscious processing systems become involved.
It is incorrect
to assume, unfortunately, that consumers will somehow be able to differentiate and then process
marketing and advertising signals in ways that are contrary to the on-going operations
and significant biases of their out-of-conscious processing systems, even when those signals
are the result of reasoned, convincing, and creative thought. No conscious thoughts will stop
the dots from appearing and disappearing as your eyes scan the grid.
Research Group offers a different approach to understanding
consumer behavior that can increase
the effectiveness of marketing and advertising efforts.
We measure how
consumers' out-of-conscious processing systems react and respond
to the signals they receive. Not surprisingly, we don't start by asking consumers for the answers.
we measure very reliable, valid, and sensitive signals generated
by their out-of-conscious
processing systems before learning consumers' conscious responses.
We then make
specific recommendations to improve the signals so consumers
will not only attend
to, but also respond to, those signals.
Put the power
behind this illusion to work for your marketing and advertising. E-mail
ARG to learn more.
Check out 10 Rules for More Effective Advertising to learn how to produce advertising
that takes advantage of out-of-conscious processing.
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