How to optimize the text, imagery, and framing of ads.
A visual difference implies a semantic difference.
Viewers pay more attention to the ad because something feels different.
Text and movement can distract viewers from evaluating the ad message.
We visualize past and future events in grayscale, so black-and-white colors perform better.
Eye gaze travels from left to right. Insert an element that blocks viewers' gaze from drifting away from the ad.
Ads perform better when they are spread apart.
Disheveled assortments perform better for past viewers because this content feels "touched."
Insert cues that viewers are actively monitoring.
Use negative ads if your goal is immediate action or awareness.
Emphasize positive aspects about your brand when you want the message to stick.
Brands need to do something unique to stand out in traditional markets.
People in ads are more effective when they resemble customers.
Associate your ad with an everyday occurrence to help customers think of your ad during these occurrences.
Absurd advertisements capture attention because they disrupt expectations.
Ads perform worse if customers see a “paid” placement.
You’re more likely to buy something if you can imagine using a product.
If somebody is riding a bike in slow motion, your brain will struggle to simulate this action because this body movement is unnatural
Help viewers imagine using your product by advertising in the same semantic domain.
Find people who are performing behaviors similar to your desired behavior. They will be able to imagine buying and using your product more easily.
Rather than ask viewers to perform a call-to-action, show a visible example of this action.
Large words trigger stronger emotion.
Your right hemisphere will process the left side of advertisements.
Find people who are experiencing a helpful emotion, then expose your message to them.
Humans perform “good” behaviors when other people are watching.
Rhymes feel more accurate and truthful.