Use Direct Eye Gazes for Virtuous Products

Humans perform “good” behaviors when other people are watching.

Nick Kolenda
Updated on
An ad for donations with a female model looking directly at the viewer

In one study, people donated more money when they were standing near an image of eyes (vs. flowers; Bateson, Nettle, & Roberts, 2006).

Do you promote virtuous products, like charities? Then orient gazes toward the viewers.

In a commercial for LoveShriners, a young boy breaks the 4th wall by waving to viewers and addressing them directly: “Oh...hi people.”

That’s clever. Viewers feel like this young boy is watching them, and they feel pressured to behave accordingly (e.g., donate).

  • Bateson, M., Nettle, D., & Roberts, G. (2006). Cues of being watched enhance cooperation in a real-world setting. Biology letters, 2(3), 412-414.