We investigated the impact of attention during encoding on later retrieval. During study, participants read some words aloud (ignoring the print color) and named the print color of other words aloud (ignoring the word). Then one of two memory tests was administered. The explicit test-recognition-required conscious recollection of whether a word was studied. Previously read words were recognized more accurately than were previously color named words. This contrasted sharply with performance on the implicit test-repetition priming in lexical decision. Here, words that were color named during study showed priming equivalent to words that were read during study; both were responded to faster than unstudied words. Thus, an attentional manipulation during study had a strong effect on an explicit test of memory, but almost no effect on an implicit test. Focal attention during study is crucial for remembering consciously but not necessarily for remembering without awareness.