How to optimize the text, imagery, and framing of ads.
Your right hemisphere will process the left side of advertisements.
Eye gaze travels from left to right. Insert an element that blocks viewers' gaze from drifting away from the ad.
You’re more likely to buy something if you can imagine using a product.
Luxury products are more desirable when they are located further away from people.
Disheveled assortments perform better for past viewers because this content feels "touched."
Visual contrast feels like semantic contrast.
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.
Large words trigger stronger emotion.
Rhymes feel more accurate and truthful.
Viewers pay more attention to the ad because something feels different.
People in ads are more effective when they resemble customers.
Humans perform “good” behaviors when other people are watching.
If somebody is riding a bike in slow motion, your brain will struggle to simulate this action because this body movement is unnatural
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.
Insert cues that viewers are actively monitoring.
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.
Rather than ask viewers to perform a call-to-action, show a visible example of this action.
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 people who are experiencing a helpful emotion, then expose your message to them.
Help viewers imagine using your product by advertising in the same semantic domain.
Viewing a commercial can instill plans that will happen weeks later.
Ads perform better when they are spread apart.