5 Kinds of Brand Blindness

Why do people ignore online messages from brands?

Banner blindness: They’re so focused on content that they just auto-ignore any thing around it.

Color Blindness: When the color background, the text color etc just blends in or psychologically gets ignored. Or isn’t just plain appealing, or contextually irrelevant.

Position Blindness: It’s below the first fold. It’s in an obscure position. Doesn’t follow the eyeball movement (Z) pattern. Or, it’s really locked into a corner where the viewer simply will not see it. Intentionally or not.

Brand Deafness/Blindness: When one video’s audio (or on radio), you’ve lost the brand mention completely, or that it just doesn’t register. This is why brands often use signatures in audio (like Intel).