October 10, 2023

Brand focus for humans.

Brands require our focus. Are we giving enough of it?

Design isn’t just about aesthetics; it also plays a critical role in communication. Overwhelming visuals, mixed messaging, or complex content can be daunting for viewers. Brandmarks, on average, take 5-7 impressions to be retained by viewers, and that’s before they decide to take any action on that retention. Thoughtfully designed brand materials can offer clarity, making your purpose more straightforward to understand and, ultimately, increasing the trust in the information.

Design also plays a prominent role in how quickly you can communicate. User attention spans in today’s fast-paced marketing platforms continue to lessen. The average human has an attention span of 8.25 seconds according to recent studies – 4.25 seconds less than in 2000. We now need to catch up to the goldfish (9-second attention span) regarding our ability to focus on tasks or objects.

This strengthens a widespread belief that human attention spans are shrinking, often attributed to the rise of the digital age. However, this notion isn’t entirely accurate. Human attention spans have always been finite and selective. Today’s content platforms have indeed introduced a barrage of stimuli, making it appear as though attention spans are diminishing. But in reality, our ability to focus remains essentially unchanged. The key lies in understanding how to capture and maintain attention in a world overflowing with information.

This article delves into the fascinating world of human attention spans, exploring how brands can navigate this complex landscape to establish meaningful connections with their audience.

Understanding the Multitasking Dilemma

One significant change brought about by the digital age is the prevalence of multitasking. People are now accustomed to juggling multiple screens, tasks, and stimuli simultaneously. While this may seem like a challenge for brands trying to capture attention, it also presents an opportunity. Brands can utilize cross-platform marketing strategies to engage consumers across different touchpoints, ensuring they remain on their radar even amidst the multitasking chaos.

The Power of Visual Storytelling

Humans are inherently visual creatures. Studies have shown that the human brain processes visual information faster and more effectively than text. Brands can leverage this by incorporating compelling visuals and storytelling into their marketing strategies. A well-crafted visual story not only captures attention but also creates an emotional connection with the audience, making the brand more memorable.

The Role of Personalization

One-size-fits-all marketing is no longer effective in today’s world. Personalization has become a cornerstone of capturing and retaining consumer attention. Brands can use data-driven insights to tailor their messages and offers to individual preferences, increasing the likelihood of engagement. When consumers feel that a brand understands their needs and preferences, they are more likely to pay attention.

Building Trust and Authenticity

In an age of information overload, consumers are becoming increasingly selective about the brands they engage with. Trust and authenticity are essential in capturing and retaining attention. Brands that consistently deliver on their promises and maintain transparency in their actions are more likely to build a loyal customer base. Trust forms a foundation for long-term relationships, ensuring that attention is not just captured but sustained.

The Power of Engagement

Capturing attention is only the first step. Brands must actively engage their audience to maintain their interest. Interactive content, such as polls, quizzes, and social media challenges, can encourage participation and create a sense of community around the brand. Engagement not only keeps attention alive but also fosters brand loyalty.


Brands that understand and take action on the nuances of the evolving content landscape can thrive. By embracing visual storytelling, personalization, timing, trust-building, and engagement, brands can navigate the intricate world of human attention spans and establish lasting connections with their audience. In this age of information overload, it’s not about the duration of attention but the depth of engagement that truly matters.



110 Somerville Ave, Chattanooga TN 37405

Way-Finding Psychology

A significant degree of science is behind the interaction of a building and its visitors. Distance to typography size ratios, line-of-sight placement, cognitive patterns, physical barriers, and design simplicity are just some considerations when building a functional way-finding strategy.

When navigating a space, visitors look for three keys: information, engagement, and efficiency. How each of those aspects is delivered is where the psychology behind user habits comes in. Information is always the primary focus; providing clear and concise directions to destinations and features is necessary for the user experience. However, it can quickly become a negative visit when visitors are left in limbo and frustrations grow over navigation. These experiences, both positively and negatively can have a direct impact on your brand.

Many tend to think inspiration is not a central need in non-retail spaces. We tend to believe the opposite. Retail requires quicker decisions and navigation. The visits are shorter in time, and the reasons for visits are less broad than those in an educational or municipal space. Engaging with audiences in spaces with repeat visitors and frequent functional needs is where your brand can play an important role. Your brand story and why it matters to the viewer should be prominently displayed in thought-provoking ways to capture imaginations, build offline awareness, and, ultimately brand ambassadors.

The ultimate goal of this experience is guest retention. The odds of gaining an audience and getting them to engage with you again via future visits, social media, purchasing, or referrals depend on your connection with them. Way-finding and brand implementation are great opportunities to showcase your care and concern toward your audience. There are also opportunities for interactivity via technologies beyond traditional signage. Digital signage, mobile device interactions, and social media opportunities can elevate viewer engagement.

The experience of getting from point A to point B in a building should be much like navigating a website, efficient. As we all navigate online experiences, they can quickly make the process of absorbing content or making purchasing decisions either smooth or mentally taxing. Now think about your space as if it’s a website; when visitors can get where they need to go quickly, it increases the odds of positive referrals and return visits, or they can get stonewalled. Their brand interaction with you can become harmful.

Strategies to incorporate properly placed visual triggers and clear communications along every path of a visitor’s journey can ensure their visits are efficient. When visitors feel unencumbered with their ability to navigate a space, it decreases the chances of frustrations and confusion when they ultimately reach their destination or interaction. The speed at which we all consume content in media these days is breakneck; we scroll fast, click fast, and type fast. These are the same audiences in your space; keep up with them.

Below are some insightful articles on branded environments and way-finding effects on visitor habits and psychology.

110 Somerville Ave, Chattanooga TN 37405

Full-Time Marketing/Communications Strategist

Employment Type:

Full-Time, In-Office


Chattanooga, TN

Job Summary:

Saint Emblem seeks an insightful, diligent, and organized Marketing/Communications Strategist to generate effective promotional strategies for our clients and agency. 

The Marketing/Communications Strategist is a hybrid role, also requiring proficiency in managing creative projects, campaigns, and client objectives. This individual will be task-driven, responsive, and take an assertive approach to problem-solving.

To succeed in this role, you must be able to research consumer and client metrics, translating this information to Saint Emblem branded campaigns. The Marketing/Communications Strategist is primarily an idea-generating position within a creative agency, making the ability to bring unique and tactful thought to the table key.

About the Agency:

Saint Emblem is a small team based in Chattanooga, TN, specializing in brand and marketing strategy. Our philosophy is that great brands are created with a story-first approach, understanding the client’s and audience’s mission and goals before ever putting pen to paper or pixel to screen. We push ourselves daily to deliver tactful solutions that take an extra step in the creative process, providing an elevated result our clients may not receive elsewhere.


  • Create adaptable marketing strategies for clients and the agency (social media, digital marketing, and print marketing) at a variety of budgets.
  • Plan, estimate, and track progress on creative campaigns, branding projects, print orders, and more.
  • Keep remote and internal team members accountable for timelines, sprints, hours, and product quality.
  • Communicate consistently with clients and vendors via email and video call to schedule calls, record issues and requests, and present project outcomes.
  • Assist in managing the day-to-day operations of creative projects to ensure they are completed on time, within budget, and to the client’s satisfaction.( monday.com is utilized for agency project management – experience with the platform is helpful but not required.)
  • Assist in the planning, execution, and management of organic social media marketing for the agency (FB, Linkedin, and IG). (Later.com is utilized for agency social media – experience with the platform is helpful but not required.)


  • Bachelor’s degree in a related field (e.g., marketing, communications) or equivalent experience
  • 2+ years of marketing strategy and/or client communications experience preferred
  • 1+ years of project management experience preferred
  • Excellent organizational and communication skills
  • Ability to work independently and collaboratively
  • Strong attention to detail and ability to manage multiple projects simultaneously
  • Experience with developing and implementing marketing strategies (social, digital, print)
  • Experience with Monday.com (Some training will be provided)
  • Experience with creative agencies is preferred but not required
  • Experience with Adobe Creative Suite is a bonus

Statement of Diversity:

Saint Emblem may be small; however, we think big in many regards. This is seen in a universal process of creative collaboration, no matter the size or theme of our clients. Our team’s creativity is best harnessed when the diversity of people and their thinking is embraced, regardless of ethnicity, sexual orientation, gender identity, religion, cultural beliefs, or physical/mental capabilities. These agency ideals are reflected in a spirit of equality, empowerment, and respect for those we work for and with.

Branding is all about fostering a connection with a message and, ultimately, the people behind it. We believe these connections can be generated or followed by minds of any background, providing a platform for all to feel welcomed.

Salary and Benefits:

Your Resume

651 E. 4th St | Chattanooga TN 37403 ​