How Attention Works
Finding Your Way in a World Full of Distraction
How we filter out what is irrelevant so we can focus on what we need to know.
We are surrounded by a world rich with visual information, but we pay attention to very little of it, filtering out what is irrelevant so we can focus on what we think we need to know. Advertisers, web designers, and other “attention architects” try hard to get our attention, promoting products with videos on huge outdoor screens, adding flashing banners to websites, and developing computer programs with blinking icons that tempt us to click. Often they succeed in distracting us from what we are supposed to be doing. In How Attention Works, Stefan Van der Stigchel explains the process of attention and what the implications are for our everyday lives.
The visual attention system is efficient, Van der Stigchel writes, because it doesn't waste energy processing every scrap of visual data it receives; it gathers only relevant information. We focus on one snippet of information and assume that everything else is stable and consistent with past experience; that's why most people miss even the most glaring continuity errors in films. If an object doesn't meet our expectations, chances are we won't see it. Van der Stigchel makes his case with examples from real life, explaining, among other things, the limitations of color perception (and why fire trucks shouldn't be red); the importance of location (security guards and radiologists, for example, have to know where to look); the attention-getting properties of faces and spiders; what we can learn from someone else's eye movements; why we see what we expect to see (magicians take advantage of this); and visual neglect and unattended information.
Hardcover$24.95 T | £20.00 ISBN: 9780262039260 152 pp. | 6 in x 9 in 13 b&w illus.
Stefan Van der Stigchel's How Attention Works is as fascinating as it is important. He argues convincingly that our visual systems are geared for efficiency over accuracy, which leads humans to err in the courtroom, in the operating theater, behind the wheel of our cars, and anywhere else we allow our eyes to lead and mislead us.
Associate Professor of Marketing and Psychology, New York University's Stern School of Business, and New York Times bestselling author of Drunk Tank Pink and Irresistible
A fascinating, interactive, and entertaining look at how our visual attention works. I couldn't put this book down. Discover why fire trucks should be yellow (not red); why people with vision problems often make better drivers; and just how magicians control our attention. A valuable resource for marketers, designers, and attentional architects alike. You won't look at the world around you the same way after reading this book.
author of The Productivity Project and Hyperfocus