3 seconds to impact

Advertising folklore goes a bit like this: your ad has exactly 3 seconds to engage a reader and spark their interest. If it does, they'll stick around, read and engage. If it doesn't, they'll shrug, move on, the moment (and potential sale) is lost forever.

Sound like a good piece of wisdom? Yes. 

Is it true? Well, not really.

Imagine the last time you were browsing a magazine. How long did you spend looking at each ad? If you're like most people, probably a lot less than 3 seconds – probably it only took a glance for you to make your judgement. Absorbing the layout, the colour, the imagery, skimming the headline – it all happened in a heartbeat.

Which all means, in truth, we don't just read with our eyes as much use all our senses. Impact counts. If something at first glance looks too hard, too cluttered, or too amateur, feels uninspiring, then there won't be a second glance.

And if it's true for ads, it's true for everything we judge at first glance. Brochure covers. Website homepages. Packaging on a shelf.

So how can we optimise our less-than-3-second impact? There are no cast-iron rules, but there are some good starting points we like to share with clients:

• A single strong message beats multiple messages. One strong idea in a headline. One relevant, engaging image. Avoid "hedging your bets" with several it will only serve to confuse your reader.
• Brevity is good. Pare headings back until they're as short and punchy as possible. Not only is this a good method for forcing you to simplify your message, it will also make it compelling and memorable.
• A picture says a 1000 words. If you've got a complex story to tell, use imagery to help you tell it. Don’t rely on lengthy paragraphs that may say the same thing at the expense of switching off your audience.

What strategies have you seen lately that broke through your "3 second" barrier?