The Five Second Test

Imagine someone walking past a large screen in a busy avenue. They glance at it for about five seconds before deciding whether to keep walking or slow down. In those five seconds, nothing complicated can happen. There is no time to explain rules, no room for instructions and no patience for menus. There is only a simple question being answered: is this worth my attention?

Most public screens fail this test because they behave like software instead of like signals. They assime people are already interested, already stead, and, aldready committed. In real spaces, none of that is true. Everyone is in motion, mentally and physically, and every extra layer of friction pushes them away.

Designing for the five-second test means designing for instinct. One clear action, one obvious outcome, one visible reaction on the screen that tells people their presence matters. When that happens, stopping feels natural instead of forced.

If a screen can win those first five seconds, it doesn't need to convince anyone to stay. Curiosity does the rest.