One second to decide

Eye-tracking studies keep landing on the same number: people decide whether to keep looking at something in well under a second. That is not enough time to read a tagline. It is just enough time to feel something.

Contrast beats volume

Loud is easy. Different is hard. The brands that win attention are rarely the brightest in the feed; they are the ones that look like nothing else around them. We start every project by mapping what the category looks like, then deliberately stepping away from it.

Earn the second look

Attention you grab has to be attention you keep. Once someone stops, the next few seconds need to reward them with clarity: who you are, what you do and why it matters to them.