"High-spread" fission poster design method

This time, the author will talk to you about thinking about design from the perspective of product thinking - hot-selling physical fission customer acquisition posters. Attached below is the design idea + "routine" template.

The author has helped companies to acquire millions of customers through fission, and the poster fission level was stabilized at more than 20 levels in the later period.

I have also analyzed and summarized the fission posters of many large companies, but there may still be limitations of experience. If you are a newbie, please read on, you will benefit a lot. If you are a big guy, please also read on, I hope we can have more exchanges.

1. Think about design with product thinking

People who see the poster in the circle of friends, just like reading the title of an article, usually do not click for more than 0.5 seconds. If the user is not interested in the information they see or cannot grasp the main point, they will immediately close the poster and exit.

Posters convey information and gain traffic in the simplest and fastest way. It is no exaggeration to say that the importance of posters in the entire fission activity accounts for at least 70%.

Since it is so important, let’s temporarily forget the previous elements of poster design and try to use the perspective of product design to train ourselves on how to look at poster design.

First of all, Teacher Liang Ning mentioned in "30 Lectures on Product Thinking": When looking at a person or a product, you can observe and judge it from five levels from shallow to deep: "perception layer, role layer, resource layer, ability layer and sense of presence".

First layer: perception layer

"When you get a product, you will notice whether it is beautifully designed and has good texture. When you see a person, you will notice his/her figure, appearance, accent, and clothes at the first sight. This is the outermost layer of perception."

Based on this point, when applied to poster design, the overall presentation of a poster is like a face. Whether it is beautiful and simple, and whether the color matching conforms to the mainstream aesthetic, will initially determine the degree of favorability towards you, but this is also the most superficial level.

Second layer: role framework layer

"To put it simply, each of us lives in a role and is tamed by the role." For example, when you interact with your colleagues in the office, the first thing you do when getting along with others is to match your roles.

What we like to post on our circle of friends and what we know are actually controlled by the roles we set.

Based on this point, when applied to poster design, we should consider whether the product presented on the poster is what the user’s current role needs, whether it can attract the role to enter the scene, and then use the specific “role” to continue to find other useful information, so that users can establish a docking relationship.

The third layer: resource structure layer

“To put it simply, each user has different resources, different spiritual resources, different backgrounds, different family connections, etc. The resource structure will drive a person.

“For example, when a person has limited resources, he or she will rarely have the opportunity to come into contact with something new or meaningful that can solve user problems. In this case, this thing is scarce and valuable.

Based on this point, if we apply it to poster design, does the product presented on the poster require users to spend extremely "high" costs in their daily lives to get what they want? What potential value can users gain from this product? All of these need to be thought about and refined.

The fourth layer: capability layer

Simply put, it is the limit of a person's ability.

For example, a box of ballpoint pens is only worth a dozen yuan in the minds of users. If one person invites dozens of people to give them away for free, then the user's psychological threshold is reached and they may give up the idea of ​​participating.

In fact, the threshold design for user participation generally involves cost control, so I personally do not recommend reflecting it on posters. It is usually reflected in articles or push rules after participating in activities to attract more people to participate. Operation dogs know it~

Fifth level: core “sense of existence”

This is easy to understand. Presence is the switch that triggers users' emotions and drives actions.

Based on this point, when it comes to poster design, the question is why users should (/would) participate in or share activities. Is it the sense of honor of discovering good things and sharing them? The sense of urgency of limited time and quantity? The joy of user-exclusive benefits? Or is it an action guide for other benefits?

How to incorporate all the above considerations into the final information presentation is, I think, the key to whether the poster can be communicated efficiently. (Of course, the initial startup traffic is also very important)

Integrating the above experience analysis, let’s look at the key elements of the fission poster design:

In the next section, the author uses a self-made poster template as an example to prioritize and fill in information.

2. “High-transmission” fission poster template and precautions

This may be the first time that a "standardized" template has been presented to everyone online. It is entirely based on personal experience and is just a starting point. It can quickly fill in the gaps in industry cognition. Everyone is welcome to check for deficiencies and make more micro-innovations on this basis.

The poster template divides all information display into 8 large areas, each area has corresponding priority information display;

Let me first talk about the regional information presentation priority summarized by the author:

Main title > Subtitle = Product display area > QR code display area > Action guidance area > Selling point area = Additional benefits area > Area ② > Area ①

1. Area ①: Display the user's avatar and invitation message

Generally, fission SAAS service tools will generate user avatars and user names, leaving only an invitation message to stimulate user participation.

Routine guidance: "Common words: I am XX, inviting you to participate; the activity is real and effective, come and grab it~; XX is a must-have, hurry up and miss it..."

2. Area ②: used for brand display and to increase trust endorsement;

Routine guidance: The author suggests that in addition to revealing the brand logo, you can also add: xx company investment, xxx listed company, new curriculum standard recommendation, xxx exclusive, Douyin hot item, xxx must-have, etc.

3. Area ③: Main title

The main title is the biggest selling point of a fission poster. The font size is as large as possible in a limited space. The visual hammer quickly captures attention and allows users to know what theme event is the best without clicking on the original picture in Moments.

Moreover, fonts are mostly angular, which reduces the cognitive cost of the user's brain and further makes understanding smoother.

Routine guidance: Common gift-giving activities often use words such as "0 yuan", "free", "free shipping", and "free of charge", which instantly arouse users' desire for possession.

4. Area ④: Subtitle

The subtitle is a supplement to the main title. Especially for the free gift series, I do not recommend directly writing what the gift is. Please use more packaging words to reflect the high-end feeling of the product and let users have a good outlook on the product.

Routine guidance: For example, a pig bubble machine can be described as a cartoon cute pig bubble camera. If you really don’t know how, you can take a look at how Taobao sellers search for tags and extract vocabulary from them.

5. Area ⑤: Selling point area

In fact, it is essentially the distillation of product information or content, using the least words and space to empower the product. This is especially important when the product display picture does not display enough information; this is also a way to help improve conversion rates.

Routine guidance: If the product really has no outstanding selling points, please use more Douyin hot items, free shipping nationwide, the same items as celebrities, real and effective activities, etc.

6. Area ⑥: Action Guidance Area

There are several important information points here:

1. The more valuable something is, the more comparison strategy should be used to highlight its value.
2. Limited time, limited price and limited quantity, highlighting the atmosphere of the event, grasping the loss aversion psychology and stimulating participation;

Routine guidance: for example, the original price is 99 yuan, but it is 0 yuan for a limited time, only for the first 200 people, and the activity ends at 24:00 tonight.

7. Area ⑦: Additional Benefits Area

This is actually an auxiliary guide to the above area ⑥. Now, most physical fission activities are aimed at converting leads. Information can be displayed here in advance to improve users' judgment of the value of participating in this activity.

8. Core focus: product display area

In fact, the main reason why many fission activities fail is not that the routines mentioned above are not enough, but that the product display pictures are not high-quality enough in the user's browsing priority and do not reflect the sense of value.

What factors can enhance the sense of value and make users feel that they are getting good value for money? a. “big” b. “many” c. “with texture”.

It is not difficult for operations to achieve these points. You just need to find more good real photos and let the UI do the composing. Don’t be too lazy to look for them. But you also need to make sure that the pictures are not too consistent with the real objects, which will directly affect the brand and the reputation of subsequent activities.

9. QR code display area

Some operations students may wonder why the QR code must be placed in the lower right corner, and why such a large space is left, affecting the overall aesthetics.

First, in fact, most people have the habit of reading from left to right, from top to bottom. After they have a general understanding, the lower right corner is the end of the information, the finishing touch before taking action;

Second, the larger the QR code, the more it will stimulate the user's vision. Before the conscious mind is activated, the subconscious mind has actually taken the action guided by the lower right corner. You are welcome to take the test to verify it~

The above is a fission poster, complete with information filling analysis and routine explanation.

To make an excellent fission poster, it not only depends on our understanding of poster design, but also requires us to think about user/product positioning, poster layout design, psychology, etc. Only in this way can Growth & Operations remain constant in the face of ever-changing situations, continuously optimize details and adjust strategies in a timely manner based on data feedback and market changes.

3. Attach some poster cases and analysis and thinking

First, I will show you some of the better poster designs in the industry:

The first two physical fission posters show comprehensive information, but the overall information display layout is very comfortable;

Let’s take a close look at the third fission poster. There are still not many posters of this type in the entire industry. It’s a unique approach, but it is one of the posters that I appreciate the most. First of all, the overall color scheme of red + light gold gives people a precious and official feeling, and the overall layout gives people a sense of scale at first glance.

"White paper" and "required manual" are words that make users feel refreshed at a glance. The user groups they radiate are extremely precise. The content costs of this kind of manual produced and edited by yourself are also well controlled. Interested growth partners can organize a try (/snicker)

Let’s take a look at a few more posters that could be optimized a little bit and have a chance to further improve the fission level:

The first picture shows the overall color scheme, red, yellow, blue and white, which are classic color combinations. They are all taken from the product itself, so they are harmonious and comfortable. The "free for free" is also very eye-catching, and the other selling points are also very good. However, because the bubble machine has a very broad audience, from children to some "big kids" can play, so the subsequent conversion users are extremely general, and there is no other bait to promote the additional welfare area, which can be further improved~

The second picture is also very comfortable overall, but the main problem is the subtitle and selling point information refinement. The subtitle words are not as big as the words on the main picture, which causes information redundancy and wastes the opportunity to display information.

Let's look at the selling points again. The most important question is, who is this word shorthand suitable for? Not solved, information extraction lacks quantification and needs further improvement~

The third picture, emmm, everyone is welcome to share your thoughts.

IV. Conclusion

Regarding the fission poster, for the operations staff, if there is no methodology accumulation and review of each failure, then no matter how many activities they carry out, it will be ineffective growth.

Whether you are working on growth or operations, think more, analyze events from multiple perspectives, improve your decision-making ability, and at the same time, enhance your aesthetic ability, allowing beauty to permeate your life. Even if the work is complicated, you can find a style that suits you.

To all my friends who are struggling on the road of operation, I believe that good things are about to happen.

Author: Jiao Xin

Source: Musanju (ID: gh_4a0489886c85)