After promoting tens of millions of information flows, I have summarized these 6 experiences!

In today's mobile Internet era, we receive a lot of information every day, and our fingers are constantly swiping the screen.

According to statistics, on mobile phones, a user will not stay on a browsing page for more than 3 seconds. If your ad fails to attract the user within 3 seconds, it will cause user loss .

An attractive advertisement often contains both pictures and text. When it comes to attracting attention, text accounts for 22% and images account for 78%! From this we can see that “pictures” are very important in information flow advertising !

So, how can we make pictures an eye-catching tool? Come, let me share with you 6 tips to make your pictures more attractive!

Tip 1: Typography

Currently, information flow ads are mostly presented in the form of large pictures, three pictures, and videos, among which the three-picture style is the most eye-catching.

A good layout can make the picture vivid and powerful. At the same time, a layout that is beautiful, unified, and consistent with the creativity can stimulate users' desire to click.

For example, in the picture below, we can see from the creative content that they want to highlight the service. And use a psychological approach to think about what users are most concerned about from the user's perspective.

In terms of layout and matching, the color tone and content are unified, and the color tone and content of the accompanying pictures are unified, and another round of advantages is reflected in the pictures.

Step 2: Platform

Creativity should match the characteristics of the platform and the target audience to make it more relevant.

Taking Baidu information flow as an example, the platform can be divided into two categories: information and entertainment.

Information platforms (Baidu Mobile, Baidu Mobile Browser ) cover 80% of Chinese netizens. Advertising formats tend to be news-oriented, while user tags tend to be work-oriented. For example, the following figure:

On entertainment platforms ( Baidu Tieba ), 80% of users are aged between 18 and 34; advertisements tend to be in the form shown below.

From this we can conclude that for different platforms, there should be slight differences in the selection of pictures.

Tip 3: Color tone

The color matching of pictures should be consistent with the brand tone, and should be clear, eye-catching, and impactful to create visual appeal to consumers.

Color suggestions

Brand VI colors, contrasting colors, similar colors, festive colors, etc.

Color principles

1+2 principle, it is recommended to use one main color and two matching colors;

The color combination is soft and not glaring;

The colors should be saturated and eye-catching;

The use of colors should be coordinated with factors such as brand, category, time node, environment, etc.

The color combination suggests positiveness.

For reference

Same color matching, analogous color matching, regular triangle color matching, split complementary color matching

Tip 4: Hotspots

Taking advantage of the herd mentality, especially the idols and popular opinions that people around you pay attention to become the public's weather vane, the brands endorsed by celebrities that the audience likes will also trigger clicks.

We can combine "hot events, celebrity endorsements, hit dramas, popular games , animations", etc., with corporate promotion products/services to design images.

For example, in Figure 1, Jing Boran’s influence is used to attract fans to click on it.

For example, Figure 2 uses the popular anime Hatsune Miku and One Piece to evoke users’ memories and generate clicks.

Tip 5: Emotions

Through different pictures, the audience's emotions can be aroused, which plays the role of "a picture is worth a thousand words". From the dimensions of "opportunity" and "pain point", the advertisements that touch people's hearts can be expressed to stimulate clicks.

Tip 6: Festivals

Exquisite holiday advertising styles satisfy the herd mentality of consumers. Customized holiday pictures express holiday greetings to consumers, making the advertisements more romantic and increasing brand stickiness. Picture design generally incorporates festive elements to give consumers the most direct sense of the festive atmosphere. For example, during the Spring Festival, the main color is often red, which highlights the festive atmosphere of the Spring Festival.

In most cases, we pay more attention to creativity, landing pages, etc., but miss out on material optimization.

In fact, materials can greatly influence users’ clicks on creative ideas. Therefore, Rabbit has specially shared six tips today, let’s put them into practice right away!

Source: Baidu Guangzhou Branch