We can't help but ask (pao) and (xiao) , why is this happening? Today, I will share with you what high-click advertising materials have in common from the perspective of the basic composition of advertising materials, and what pitfalls to avoid when designing advertising materials.
Elements
Generally speaking, the composition of advertising materials mainly includes: product main image, background image, copywriting, brand logo and guide button .
Of course, an advertisement does not necessarily need to use all of the above elements. Advertisers can choose according to their advertising goals and characteristics.
1. Advertising subject
The advertising subject can be either a person or a product image. When choosing the subject, pay attention to the following points :
1.1 Highlight quality - use high-precision product images to highlight the quality of the product. Avoid low-precision images, rough edges, and distorted proportions.
The product image in this case looks unrefined due to its distorted proportions.
1.2 Highlight the characteristics and texture of the product.
The black pants in this case look bulky and do not reflect the freshness of mulberry silk at all.
The texture of the cotton and linen pants is well reflected in the case below.
The selling points in the two cases are the same, but the different display forms and placement angles reflect different qualities of the clothes.
2. Background image
– The selection and processing of background images should be consistent with the main style of the product; they mainly play an auxiliary role and should be simple, not overshadowing the main theme.
There are two main types of background images: picture and color.
2.1 Use scene graphs as background: create realistic usage scenarios, render atmosphere, and enhance user’s sense of involvement.
The scene graphs used should be highly relevant, and avoid simply using blue sky, white clouds, and green grass, which looks very inferior.
2.2 Use large areas of color as the background: The choice of color should match the temperament of the product, and the color combination should not exceed three types. – High-end brands: The colors tend to be gray with low saturation; – Youthful and energetic: richer colors and higher saturation; – Mature and stable: Use dark colors and gray tones.
When choosing background colors, avoid: (1) Colors that are too eye-catching, such as bright red or bright yellow with high saturation and brightness. (2) Avoid having the background color and the main body of the product be too close to be clearly seen.
2.3 Use visual decorative elements to better convey and enrich product quality
Visual elements should match the style of the product, and avoid using overly decorative backgrounds to steal the visual focus of the product.
3. Copywriting
The copy in the material needs to be concise and to the point, and promotions, activities, and product features can be used as entry points to attract users. It should have a sense of design and be visually comfortable.
3.1 Emphasize the benefits: Use discounts, promotions, and offers as entry points, and avoid information that is too obscure.
There is no specific discount content, the information is too obscure, and the attractiveness is greatly reduced
3.2 The content should be concise and the area should not exceed 2/3 of the screen.
The copy in the ad was too eye-catching, but users were not very interested.
3.3 Have a sense of design:
(1) Color matching: Avoid using large areas of color with too much contrast, or with too high saturation and brightness, such as bright red and bright yellow, or bright red and purple.
(2) Fonts: It is recommended to use regular fonts, such as Microsoft YaHei and Founder Hei series, and avoid abusing artistic fonts , which may easily lead to a deviation from the product's temperament and poor readability.
The copywriting of Bright Red and Bright Yellow is too messy, the information has no focus, and it reduces the quality of the product.
There are too many font types used in the picture, which makes it look messy.
4. Interactive Guidance
Common ones are: buttons, arrows and other indicative visual elements , which follow the copy information to form an emotional progression relationship and activate conversion.
Please note: interactive guidance should be meaningful, and avoid interactive guidance copy that is empty or vague.
The “Click to discover more” copy has room for optimization, such as “Get closer to the life of the male god” and “Listen to the true confession”.
The common “click to enter”, “see more” and “go now” copywriting is vague and it would be better if it was more relevant, such as “click here to find more offers” in the above case.
In conclusion
In information flow advertising, it is highly encouraged to adopt the native news format, that is, only use scene pictures, or scene pictures + very little text, especially three small pictures and small pictures.
Here are some excellent native ads .
The author of this article is @Chuangyoutang Marketing Creativity and it is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!
