SCREENYO

Any moving billboard (SCREENYO) that comes out of the ordinary street landscape is likely to attract our attention even when it is on the periphery of our field of vision. Moreover, after observing it, we reflexively focus our visual field there, on that moving billboard, at least until we understand what it is about.

There are two types of “attention”. It is an internally generated one, which is also called sustained or concentrated, focused, and which is go-directed. This depends on the goals you have and you are looking in the environment for something that you set out to do, according to your plan. This is effort consuming.

When it comes to something that happens and you are automatically distracted, walking down the street, not according to your goal, but outside the goal, is another kind of attention. It’s called automatic attention. It’s an orientation reflex that is in the brain on a completely different network than that with focus.

Mobile billboard (SCREENYO) activate the Salience Network and generate a “takeover” of the brain. On the street you can be easly distracted by fast movements of objects that approach you quickly or by violent colors, such as: red, orange, yellow. The attention is further increased insofar as such a strong color is surrounded by a different background.