THREE SECONDS – That used to be the rule. If you could capture and hold audience attention for at least three seconds, they would read your message. Try staring at a billboard for three seconds while you're traveling seventy miles an hour.
When it comes to outdoor advertising, tradeshow graphics, or p.o.p., we strive for multi-level communication. Sure, its got to grab the viewer's attention but it also has to be worth a second, longer look with a message that merits further consideration.