Selective Attention
People focus on what relates to their goal, and filter out the rest.
Why it matters
Anything that looks like an ad or looks irrelevant may simply go unseen.
How to use it
- Do not make important content look like a banner.
- Avoid competing motion.
- Place key information along the task path.
Example
A notice styled like an advert can be ignored completely. This is known as banner blindness.