The Psychology of
Advertising
How to optimize the text, imagery, and layout of your ads.
Images
Position Images on the Left
Your right hemisphere will process the left side of advertisements.
Insert a Blockade Toward the Right of Ads
Eye gaze travels from left to right. Insert an element that blocks viewers' gaze from drifting away from the ad.
Immerse Viewers into 1st Person Perspectives
You’re more likely to buy something if you can imagine using a product.
Add Spatial Distance to Luxury Products
Luxury products are more desirable when they are located further away from people.
Show Disorganized Assortments From the Past
Disheveled assortments perform better for past viewers because this content feels "touched."
Color
Depict the Problem in Grayscale
Visual contrast feels like semantic contrast.
Reduce Color in Text-Filled Ads
A lot of text can feel overwhelming, so reduce the level of color in these ads.
Reduce Color for Distant Events
We visualize past and future events in grayscale, so black-and-white colors perform better.
Words
Enlarge Emotional Words
Large words trigger stronger emotion.
Rhyme Your Slogan or Call-to-Action
Rhymes feel more accurate and truthful.
Move Your Logo in Ad Variations
Viewers pay more attention to the ad because something feels different.
People
Choose Models That Resemble Each Segment
People in ads are more effective when they resemble customers.
Use Direct Eye Gazes for Virtuous Products
Humans perform “good” behaviors when other people are watching.
Depict Body Movements Without Slow Motion
If somebody is riding a bike in slow motion, your brain will struggle to simulate this action because this body movement is unnatural
Framing
Use Negative Ads to Grab Attention
Use negative ads if your goal is immediate action or awareness.
Use Positive Ads to Be Remembered
Emphasize positive aspects about your brand when you want the message to stick.
Run Emotional Ads in Traditional Markets
Brands need to do something unique to stand out in traditional markets.
Add Elements From Their Top-Down Attention
Insert cues that viewers are actively monitoring.
Attach the Product to an Everyday Trigger
Associate your ad with an everyday occurrence to help customers think of your ad during these occurrences.
Inject Something Absurd or Nonsensical
Absurd advertisements capture attention because they disrupt expectations.
End Ads By Illustrating the Next Step
Rather than ask viewers to perform a call-to-action, show a visible example of this action.
Ad Mediums
Advertise in Congruent Modalities
Find people who are performing behaviors similar to your desired behavior. They will be able to imagine buying and using your product more easily.
Find Mediums With Congruent Emotions
Find people who are experiencing a helpful emotion, then expose your message to them.
Advertise in the Same Topic Domain
Help viewers imagine using your product by advertising in the same semantic domain.
Timing
Advertise Early to Mold Future Simulations
Viewing a commercial can instill plans that will happen weeks later.
Disperse Ads Over Time
Ads perform better when they are spread apart.