The attention span of an average person is only 8 seconds. Research shows that 70% of the purchase decisions are influenced by emotions. To make attractive ADs the right blend of Art and Science is required. It takes 250 milliseconds for the brain to observe visual cues and it takes only 13 milliseconds for the image to elicit emotions. So even if the viewers don’t observe everything that an Ad has to say if you elicit emotion, chances are it will be remembered for long. A viewer is exposed to around 3000 Ads on a daily basis. So the best way to make your Ad memorable is to elicit emotions.
Tips to make attractive Ads
Ad that has an emotional connect works wonders
Studies have shown Ads that have an emotional and physiological connect with the users have a great impact on the viewers. For example, if you are trying to sell a mobile phone, an Ad that demonstrates how the mobile phone will improve the viewers life and make things easier will have a greater impact rather than an Ad which talks about the features of the mobile phone.
Physiological distancing – it’s simpler than it sounds
A study by Fujita, Trope, Liberman and Levin shows that people when exposed to high-construal-level thinking (by asking questions such as “Why are you doing that?” rather asking than “how are you doing that?”). The language you use for communication can really make the difference. Use abstracts to your advantage. For example, if you are trying to sell a car in saying “Check out the features”, you could say “Feel how smooth this baby rides”. Use humour and abstract messages wherever possible. It can help to make your Ad memorable. For more on Physiological distancing refer to -https://www.entrepreneur.com/article/236681
Right time and Right spacing do the trick
Research shows that repeated emphasis on a product surrounded by things that make people happy through a good Ad can register the product in the minds of people. Not just this, but timing also plays an important role in advertisements. For example, when a catering Ad is displayed online between 11 am to 1 pm it can generate good leads. Chances are that the working crowd might want to order at that particular time. For any Ad to be designed, displayed and the display timings to be decided, a basic objective of who to be targeted, when to target should be clear. A Survey can be conducted, the timing of the Ad and display space can be decided based on the audience response, and this can fetch better results. This technique might help you to make attractive Ads
Minimalism the next big thing
A single sound can elicit the response, but when multiple sounds are heard in multiple dimensions it becomes noise. This is quite similar to how minimalism works. Minimalistic Ad design is one that does not have a visual clutter and makes the focus of the Ad more specific. If the viewers are exposed to one single message throughout the Ad, the message will be easily remembered .Use your brand logo in your Ads to eliminated the verbal processing time. Less is more is the current mantra and Minimalistic Ads are the next big thing. So make sure you use this technique. For more about Minimalism refer to our blog- http://webdefy.com/minimalism-think-more-design-less/
Other techniques that have a physiological impact
Choosing an unexpected visual perspective can help to grab attention. For example, BBDO Spain placed an extinct animal in the auto mechanic garage to convey the message “Extinction cannot be fixed”. Don’t tell – Show what you mean- the Best example for this is Ad made by FedEx , they painted the building to look like a continental map and the windows were used to pass the parcels. Think of creative ways to showcase your product. For more tips on creating an Ad refer to- https://designschool.canva.com/blog/clever-advertising/
The use of behavioural science can help design attractive Ads, just like our brain functions. Use the science of advertisement and design the Ad strategically such that it firmly fixes your brand in the minds of your target audience. Creative Ads are your ambassadors, use them well. They make sure they convey a message which makes a huge impact and will stay memorable.