It’s such a pity that 90% of the creative information flow logos are placed in the wrong place!

"Make the logo bigger! Bigger!" - Probably every second-party operator has heard this sentence from the first party.

I don’t know how you feel, but I feel embarrassed every time I hear it.

Party A usually thinks like this: when doing an advertisement, the brand must be exposed to the greatest extent, so the logo should be as big as possible...

The only thing that the designer of Party B considers is aesthetics: if the logo is enlarged, how ugly will the entire landing page be...

So what about the users? Has anyone considered the needs of users?

Among all advertising types, information flow advertising is the one that requires the user's perspective the most.

In order to better achieve the advertising goals of advertisers, we have to consider the feelings of the corresponding target users at every step, from creativity to targeting, from title to landing page, so as to achieve the next step of advertising effect.

Based on questions asked by many fans recently, today we will start from the perspective of visual psychology and talk about how the logo should be placed when advertising on information flow platforms in order to better achieve the purpose of advertising.

◢ Let’s review the purpose of Logo

A logo is a brand's symbol. It evolved from the totems of ancient tribes and exists to make others "remember you".

During the advertising stage, the main task of the logo is to help expose the brand, increase brand awareness, and help users remember and identify the brand.

Now that we understand the purpose of a logo, let’s get back to the original question.

◢ In information flow advertising, how can the logo be displayed better?

When Party A places an advertisement, they usually have one or more of the following goals:

1. Spread the brand image

2. Promote your product

3. Encourage users to pay attention, consult, purchase, register, download, etc.

In most cases, the client wants to achieve all the results at once, but this usually means that the goals are overly dispersed, resulting in:

“No goal can be achieved well”

This is also what the military strategy often says: "attack one point and ignore the rest." Therefore, we often say that advertising should be focused - we must clearly define the "main goal" of this campaign. Every step and every element involved in the campaign should serve this "main goal" to better achieve our campaign purpose.

When the purpose of advertising is to spread the brand image, how should the logo be displayed?

One of our clients had a brand that was known to everyone at the time. However, when he launched the campaign again after two years of silence, he did not first arouse people's awareness of him, but chose " conversion " as the first goal of the advertising.

The result is predictable.

Most people's first reaction when seeing his advertisement is not to be attracted by the product and buy it, but to gossip and doubt: "Is xx still alive?"

Yes, this is an era of extremely rapid updates and iterations, and users’ minds are ruthless. No matter how big a brand is, if it hasn’t appeared in public for a few months, users will doubt the brand and then forget it.

Because of this, the primary goal of many super brands when placing advertisements is to solidify users’ awareness of the brand and increase users’ trust in the brand. The purpose of placing advertisements is to tell users “see me, remember me, I am still the best”.

What we need to know is that this type of advertising, which is aimed at increasing "brand awareness", can allow users to continue to trust and favor the brand, but it usually does not have a direct impact on the short-term purchasing behavior of potential users.

BMW brand advertisement reflects high-end image and brand sentiment

Correspondingly, the role of brand awareness advertising placed on information flow platforms is to let the public know that "this brand is pretty good". It is suitable to appear in the form of large pictures. The design should have clear brand characteristics, and the creativity should better reflect the brand's personality and connotation. At this time, the logo should be as conspicuous as possible on the basis of being aesthetically pleasing, to help advertisers achieve the goal of "letting more people see me", deepening their impression of me, and increasing or solidifying my brand's position in user cognition".

When the purpose of an advertisement is to promote a product, how should the logo be displayed?

The purpose of promotions such as new products, new categories, and offline store promotions is to let users first know you, then become interested in you, and then want to get to know you.

For example:

Promotion of new phones from major mobile phone brands, city store opening promotions, etc.

Lao Luo's English training advertisement that has been copied by many people: It arouses interest and encourages users to click to learn more details

We all know that users' trust in news is much higher than their trust in advertising.

Most of the "rumors" that are spreading wildly on the Internet are fabricated to varying degrees, but simply because they are disguised as news, many people believe them.

Therefore, information flow advertising with the purpose of promoting new products should, as far as possible, be disguised as news information in terms of title, header image, copy , and layout design, so as not to let users realize that "this is an advertisement."

Considering that this type of promotion also requires "brand exposure", in most cases, the logo should appear in the content and accompanying pictures.

For example:

When introducing your product, include photos showing your store sign, photos of products with your logo printed on them, etc.

Displaying the logo with the purpose of “letting users understand the details” makes it easier for users to accept it and less likely to cause rejection or resentment.

When the purpose of the advertisement is to promote conversion, how should the logo be displayed?

The main goal of advertisements in some categories such as APPs, service industries, and online sales is to make users feel a desire to buy or a sense of crisis, prompting them to take actions such as downloading or consulting. Some categories here also have a need for light brand exposure.

Left: Guiding behavior ( scanning a code or making a phone call), middle and right: Arousing emotions (tea fragrance, making money)

This type of advertising should arouse users’ emotions, making them feel “I want it!” “I need it!” “I have to!” and then take action.

You can decide whether to expose the logo based on whether there is a need for brand recognition:

If the client requires a brand image, place a logo;

If you just want to generate conversions quickly, a logo is optional.

Even if the customer needs the logo to be exposed, elements that can mobilize user emotions should still be placed in the most obvious position. After all, when users start using the product, it is the first step for users to intuitively recognize the brand and it is also the first step to generate brand loyalty.

At this point, the logo just needs to exist. You don’t need to specifically catch the user’s attention or take the spotlight.

Summarize:

Regarding how to place the logo, just stick to one principle: goals guide actions

Any commercial behavior has a corresponding goal, and the same is true for information flow advertising . Every step involved in the delivery should serve its goal. Behavior that cannot achieve the goal is meaningless. Don't let unnecessary LOGOs interfere with the achievement of marketing goals.