Connecting Advertising and Attention is Focus of Colloquium

RIT professor presents research on use of eye tracking to improve advertising

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The science of perception, how information is transferred from the eyes to the brain and back, has become a central component of understanding how humans process visual information and is being used to improve numerous advertising and communications techniques.

New research and education efforts in this field will be the topic of a presentation by Andrew Herbert, associate professor and chair of Rochester Institute of Technology’s department of psychology 11 a.m. Thursday, April 30.

The talk, part of RIT’s Communication Colloquium series, will focus on Herbert’s research in human pattern perception, face perception and attention as well as his work as co-director of the Multidisciplinary Vision Research Laboratory, a joint effort of the College of Liberal Arts and the Carlson Center for Imaging Science.

The Communication Colloquium series is sponsored by the Department of Communication and is free and open to the public. For more information contact Keith Jenkins at or Ki-Young Lee at

WHAT: Advertising and Attention

WHO: Andrew Herbert, associate professor and chair of RIT’s department of psychology

WHEN: 11 a.m., Thursday, April 30

WHERE: Golisano College Auditorium, RIT campus