In collaboration with 3M Canada, Toronto branding firm Reset Branding has introduced Futurelook, the next generation of strategic brand development. Futurelook is built on 3M’s decades of scientific research on how consumers and shoppers react to various visuals, and Reset Branding’s experience and innovative approach to brand development. Futurelook marries vision science with cutting edge technology to help brand owners and marketers test the visual impact of their content and increase the probability that viewers will notice the most important elements of a design.
“We’re proud to be the first branding firm in Canada to work with 3M on this,” said John Miziolek, Founder and Brand Strategist at Reset Branding. “The ability to accurately predict the first 3 to 5 seconds of visual impact is critical in maximizing branding, marketing and advertising messages.”
Using 3M-powered software, Futurelook analyzes every element of visual content and identifies where the human eye is most likely to look in the first three to five seconds. Scientific algorithms process important visual cues, such as colour, edges, faces, shapes and contrast. Results reveal exactly which design elements are most likely to be viewed first, and those which will not get noticed.
“We’re very excited to be working with a top level branding firm like Reset Branding,” said Stephanie Neskas, Business Manager 3M Canada Commercial Graphics Division. “Their company is truly amazing and their approach to branding is innovative. We are proud to be part that approach.”
Futurelook can be used to assess the visual impact of many different forms of visual communication and creative content including, but not limited to, packaging, in-store signage, direct mail, billboards, and websites.
“Since scanning can also be done through mobile devices, the opportunities within retail environments are powerful,” said John Miziolek. “We will use Futurelook to validate design direction and to command the attention of the shopper in both on-line and in-store environments.”