New PackProbe with Peripheral Vision metrics It may not be immediately obvious, but did you realise that only 10% of your field of vision is typically sharp and in focus? In reality, most of what we see at any given time is just a blur! 90% of what you see is a blur! The fact that most of what we see is a blur has a profound impact on brand owners, advertisers and packaging designers because our subconscious brain uses this peripheral vision (blur) to determine what we should look at and when to act. The eye is made of areas (or boundaries), and the area that you can see most clearly is called the ‘Fovea’. This is an area which is only 5 degrees wide and typically referred to as our ‘Central’ vision. But this is tiny compared to the 180-degree field of vision most of us have. The implication for brand owners who want to test and evaluate their packaging and communications is profound. Our brains are hard-wired into our peripheral vision and it is here where we are able to detect movement and light, as marketers, understanding how our peripheral vision affects us is vital if we are to…
