During the creation of advertising campaigns, the development of advertising creatives plays an important role. More often than not, a creative consists of an image and text. Before reading the text, the user is hooked by the image or not. In this case, the ad won’t work and won’t lead to new customers. Let’s see what you need to consider and which images will collect more clicks from potential customers.
Ads Aren’t Seen
Besides setting up and running ads, you need to fight for the attention of users. In a large flow of information, people have developed what is known as banner or advertising blindness.
Banner blindness is a type of user behavior in which he ignores everything on the page on the Internet that reminds him of advertising, is located in the place where there is usually advertising or content next to the place for advertising.
This behavior works as a protective psychological mechanism so that in a large flow of information, the person doesn’t pay attention to the content that he doesn’t need at the moment. For example, if a person is concentrating on his work, he’ll never get distracted with the most promising casino games list. If the brain perceived all the information the user sees and hears, it would simply be overloaded with data.
Study the Target Audience
Creating creatives for advertising, consider the peculiarities of human perception and try to catch the attention. In a bunch of ads image + text, it’s the image that will attract the user. If the picture does not capture the attention of the person, and read the text on the ad, he will not.
Before you start creating your creative look at the target audience. What focuses the attention of one person, the second will simply not notice. Therefore, it’s necessary to “talk” through the creativity in the language of the target audience, to show them familiar images. Identify pains and needs in order to form the message of the ad. Look at your competitors’ ads so that you can tune them out and not create similar ads. Since such ads can no longer capture the user’s attention.
Emotions and Advertising
Emotional advertising will bring more results than addressing the rational component. Let’s turn to emotions, which help make the advertisement more attractive to the user. For emotional advertising, it’s important to evoke a response from the user, to leave in the subconscious mind of the buyer an image that is associated with the company, product or service.
Basic emotions that are used in advertising.
Joy and Happiness
When people are in a good mood, it’s easier for them to part with money and buy a product. That’s why the bundle where the happy family is having dinner together at the table works in the market. But here it’s important not to go overboard. Advertising with an abundance of smiling people can cause distrust. An image that is too cheesy, smiling all 32 teeth, will be read as insincere.
A reference to the “And in our time…” also plays a positive role in advertising creatives. When the consumer awakens the inner child, he wants to touch the emotions that he experienced before. In such cases, elements of the past are added to the image in advertising, or the product is aged.
Many products on the market are aimed precisely at creating a cozy and comfortable environment for the consumer, from home towels to the car. Here you can show properties of the product that will lead the customer to that experience.
A seemingly negative emotion, but it’s also included in product advertisements. For example, where a powerful character defeats a horrible, evil, nasty antihero.
Often, people are very hooked on the limited offer or promotion. They tend to buy something cheaper, even if the product wasn’t really needed before.
You don’t need to add shocking images here, and the moderation won’t let them through. But advertising products that help close the need for security, mainly based on the trigger of fear. Creatives in this case may use, for example, a frightened face.
Perception of Color in an Ad
Let’s dwell in more detail on how color affects the attraction of attention and the desire to buy the advertised product. On what color will be chosen for the ad, will form the perception of creativity. It’s no secret that each shade affects users differently.
Demonstrates openness, while quite neutral and does not carry negative emotions. Helps people feel easy and relaxed.
Evokes associations with authority, power, premium. Often used for advertising creatives aimed at the male audience.
Color of energy, adjusts a person to decisive action, attracts attention. Associated with passion and strength. Due to such violent emotions, it is necessary to use in moderation, for example, to make accents with this color. If you overdo it, creativity can cause aggression.
Attunes positive and communicative. Yellow can “endow” items with intelligence. And also adjust to a wave of peace and tranquility.
Adds optimism and vitality, while giving a sense of harmony and inner equilibrium.
Helps concentrate attention without being distracted by unnecessary information. For example, in a collection of goods, a blue item will attract attention, but won’t be perceived as aggressively as a red item.
Associated with naturalness, health, and life. Helps reduce tension and relax.
Principles of Advertising Images
Besides the perception of color and play with emotions, there are important moments that help to make advertising brighter for the user. We have designated them as principles:
- Originality. Monitor your competitors precisely in order not to copy other people’s ideas. Advertising that the user has already seen once, will not catch the attention. You can look for interesting ideas from competitors, but be sure to adapt them to your product.
- Associations. In cases where there is no possibility to show the goods directly, you can use associations in advertising, look for the images with which the product is associated. In this case, do not get lost in the logical connections, a person should clearly understand the product in question.
- New formats. Try to use comic book characters or create an art image. These can be cartoon characters, or pictures made in any artistic style.
- Naturalness. Especially people depicted in the ads, they should be similar to potential customers.