Motion Always Wins

If something moves, it becomes important — whether we planned it or not.

Why? Because we are built that way.

We evolved to detect saber-toothed tigers in the bushes by peripheral motion, flashing light, and sudden sounds.

Now, way before we consciously decide where to look, an ancient automatic part of our brain instantly redirects our attention toward whatever it thinks is a threat.

That’s why motion always wins.

(And clearly, it is also why nobody gets eaten by saber-tooth tigers anymore.)

In exhibitions, distracting motion comes from obvious sources:

> videos and media
> lighting effects
> kinetic mechanisms

But also less obvious ones:

> other visitors
> staff activity
> reflections
> movement in adjacent spaces

Any of these can steal attention from any other experience at any time.

However, this behavior is very predictable.

Therefore, motion can also be used intentionally to attract attention to an experience.

And motion can be controlled by separating distracting actions and blocking off areas that require concentration.

Here's the thing:

We can’t fight biology.

But if we know that motion always wins, we can design with it instead of against it.

Warmly,
Jonathan

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MtM Word of the Day:
Certificate of Insurance, or COI. A document from an insurance company that proves an organization has the right insurance coverage. It lists policy types, coverage limits, and dates for risks such as property damage or worker injuries during exhibition projects or other events.