The folks at Neuromarketing brought to my attention a fascinating study about the effects of horizontal eye-movement on memory. The study found that students, who had been stimulated to move their eyes horizontally for 30 seconds, on average remember 10% more words from a list than people that had been treated to vertical eye movements.
Even though the study on tested short-term data recall, it made me think a lot about the potential implications of this. Roger Dooley pointed out possible web banners or TV commercials. My first thoughts involved billboards, where the main figure of attention moves horizontally in a certain context, but i suppose that can just be seen as a low-tech version of his web-banner idea. An alternative would be to have the whole medium move back and forth, instead of just one component of the advertisement. However, I can see how that would be annoying for people to watch. Even so, the challenge remains, how to keep the consumer focused enough to make sure the mechanism takes effect in the first place.
If anyone reading this has any other practical implications that come to mind, I would love to heard about it.