If information flow advertising can achieve these 3 points, the effect will be reversed in minutes!

A page that can stimulate users' desire to consume must first be one that users are willing to see. Otherwise, this advertisement would be a waste of more than half of the advertising fee.

This article is about how to control the color brightness, layout, material selection, etc. of the page design to make advertisements that users can watch, thereby urging target users to place orders faster and maximizing the cost-effectiveness of advertising .

The brightness of a picture can easily affect our emotions.

We have all been to a store, whether it is a supermarket, a shopping mall, or a counter... Think back, what kind of impression did it leave on us?

That’s right, it’s bright!

Why do shopping malls need good lighting and bright lights?

Because in a bright environment, users are more relaxed, and when people are relaxed, they are more likely to skip rational thinking and make decisions - this behavior of spontaneously adjusting the state according to the environment is a passive skill we have learned during the evolution process.

When we humans were still in the process of evolution, natural enemies could not easily hide in sunny weather, and we could relax and enjoy our leisure time without having to tense up so that we could face decisions at any time.

In gloomy and dark weather, we cannot see the enemy clearly, nor can we judge whether a storm will come. At this time, if we walk outside, our brain will be highly tense and perform calculations anytime and anywhere to ensure that we do not make wrong decisions.

Therefore, general store environments will try to create a good lighting environment to make users feel relaxed and excited, in order to achieve the effect of users thinking less and making decisions as quickly as possible.

Corresponding to the design of the advertising page, when we want users who see the page to make decisions as quickly as possible, it is best to use high-brightness and high-saturation colors, that is, to create a "well-lit" state.

For example, the closer the color is to white, the higher the brightness of the color; the closer to black, the lower the brightness of the color; and the stronger the color, the higher the saturation of the color. For example, bright red and bright yellow are both highly saturated colors, while the corresponding pink and dark yellow have lower saturation.

Here is a method that everyone can use to judge: When the air is fresh and the weather is good and the natural light is bright, the world we see is a world of high brightness and high saturation - let’s recall together, is the sky exceptionally blue in such weather? The flowers are extra red? Is the light exceptionally bright? Feeling particularly good?

Similarly, when faced with similar store environments and advertising pages, people are influenced by the "good lighting" atmosphere, and thinking seems less important. They will care more about their mood and feelings, and are more likely to make decisions based on their emotions.

This is also the reason why the pages of shopping platforms such as JD.com and Taobao use high-brightness colors.

For example, in the Tmall homepage shown below, the white background has the highest brightness, while other parts are large areas of high and medium saturation colors. Only the product categories on the left use dark tones, which account for a relatively small proportion.

The overall feeling of such a page is cheerful, bright, and relaxed. Correspondingly, people's need to think will be ignored and decision-making speed will be accelerated.

The opposite of bright is dark.

Dark colors can make people feel depressed, and this depression can be quiet or heavy. In dark colors, we tend to feel that time goes slower, so we stop and think.

Correspondingly, when the advertisement requires users to think, or wants users to feel calm, the design should be based on dark colors or pictures, supplemented by cool fonts.

For example, the following is the homepage of the air purifier details page:

Although the color tone is mainly dark, the contrast and saturation are reasonably matched, which will make people feel calm and think about the information points given on the page (although they may not understand them after thinking about them). However, these information points are what users originally want to see. Users hope to use these data to compare whether the machine is good or not and whether it is worth it. Using such a color scheme to set off will make users feel that their thinking is rational, which can better achieve the product's sales goals.

For example, many high-end Swiss mechanical watches use dark backgrounds to highlight the product. Although users may not understand it, they will feel it is necessary to understand the numerical values ​​of various aspects of the product. When you create a scene of deep thinking for them and list the key points that they seem to understand but not quite, the user's "comparative heart" is partially satisfied , which can reduce the time users hesitate.

For a fashionable smartwatch like the one below, which is relatively cheap, it is suitable to use bright colors. On the one hand, it can highlight the style of the watch, and on the other hand, it is also a subtle way to "urge" users to make a purchase decision as soon as possible.

Therefore, if your product has a high decision-making threshold, no matter how creatively you can arouse users’ purchasing emotions, users will still think and compare. At this time, it is better to use dark tones to create a high-end feeling and list the key points that users may compare.

Because most of the time, users think they are thinking independently about whether to buy, but in fact they are still within the scope of design and copywriting (but if users have emotions that are beyond the scope of design and copywriting, we should try not to touch them to avoid causing user disgust).

So is it correct as long as the brightness and saturation correspond to the product characteristics? Not really. What we have given above are all demonstrations of correct color usage. However, some pictures have incorrect tones, and no matter what the product is, they cannot stimulate users' desire to buy.

If we use brightness and saturation to explain it, many people may find it difficult to understand. I will try to explain the following four error cases in a more understandable way.

As we said before, the reason for using high-brightness and high-saturation pictures is to mobilize the memory of sunny weather, which is relatively safe, in our genes. In dark, cloudy, and opaque weather, danger may appear at any time, and our brains will instinctively tense up, work at high speed, and resist.

So let’s look at the four landing pages above:

On the left, not only is the overall tone dark, but the text is also blurry. Doesn’t the overall feeling look like darkness?

Second from the left, the low brightness, low saturation, and low contrast tones are very much like a hazy day;

The third one from the left is a low-brightness contrasting color combination, as if the entire landing page has fallen into the mud;

Fourth from the left, the combination of bright pink, dark red, grass green, gray, black and beige not only looks messy, but also exudes a smell of plastic fake flowers.

For these four color combinations, no matter how bright they are, we would say that their colors are "dirty". They do not make us feel "tranquil and beautiful", but make us feel gloomy and even disgusted.

For many information flow advertisements , the person who writes the title is responsible for the title, and the person who matches the pictures is responsible for the pictures. Even if these two tasks are done by the same person, this person does not use the same area of ​​the brain when writing the title and the picture... It's simply a split personality. For example, the following picture:

Just looking at the picture, what advertisement do you think this is?

(Think about 5S here)

Then look at the full version:

After reading the title, we know that this is an immigration advertisement.

But if you just look at the picture, would you think this is an advertisement for a private obstetrics and gynecology hospital?

That’s what’s so baffling about this entry idea (title + picture).

We all know that the creative idea of ​​the information flow advertising entrance is composed of title and picture. Most optimizers pay great attention to the writing of titles, but ignore pictures that may play a more critical role.

For example, this WeChat Moments ad :

This is an advertisement for a sports club’s store anniversary event. The purpose should be to attract target users to participate in the event and then apply for a card to become a member. But unless we are advertising people who like to find fault, at first glance, no one would think that this advertisement has anything to do with the sports event.

Let me ask you, if you are reading my article, what do you think this is at first glance? Is it a big shopping mall event? New hotel opening? Or is it a thank-you event from a real estate project?

Therefore, as far as information flow advertising is concerned, the images and texts should be consistent, which is the minimum that the entrance creativity should achieve. The accompanying picture is like the vanguard of a war. It needs to try its best to attract the user's attention first, and then work with the title to lead the user to the landing page.

This requires designers to consider how images can cooperate with titles to attract users' attention when making creative entrance images, so that images can help the title rather than drag it down.

Specific to the form of pictures, whether it is a small (single) picture, a large picture or three (pictures), different picture positions and area proportions will have different impacts on users. Take the entrance image as an example. Because of the large proportion of the image, the image will catch the user's eye more easily than the title. At this time, if our image seems completely unrelated to the title, then it is very likely that what will be attracted is the focus of the user's interest in the intuitive impression given by the image, rather than the target users we hope for.

For example, the following figure:

The title of this advertisement is quite interesting, and the picture also fits the Double 11 atmosphere. But the problem is that the picture and the title are completely unrelated.

As we said above, users often look at pictures first, and if the title is consistent with the picture at this moment, it will have a reinforcing effect at that moment. While there is nothing wrong with this title and picture individually, when put together they weaken the effect.

Compare it with Figure 2 below, and you will clearly feel the difference:

As you can see, the title and picture above are actually very ordinary when viewed separately, but they are related. The connection can add points to each other and help boost sales on the landing page.

In practice, another major problem that affects users' interest in reading is chaotic design and layout.

In layman's terms, typography is like the "language" we use to communicate with users. Designing typography rules is a manifestation of your language logic. Chaotic typography rules will affect users' ability to understand what you want to express, just like your chaotic language logic.

There are three common page layout errors:

1. Overexpression

That is, trying to fit all the content you want to express into one screen makes it difficult for users to find the key points and lose patience.

2. No rules

Specifically, it refers to margins, line spacing, partitions between paragraphs, spacing, spacing between images and text, title font size, content font size, etc. These should have a unified rule on a page. If the rules are not unified, the visual logic will be chaotic, and correspondingly, the user's reading experience will also be chaotic.

3. Thinking that visual order is unimportant

The human brain has its own established order of visual weight, so which design element goes where is very important and determines how users will understand what you are saying.

Let's use a typical case to illustrate these issues in detail:

Let’s take a look at what the first screen expresses.

Let’s start with the copy. Here’s what we see (arranged downwards by visual weight):

Rotating hot pot; sincerely recruit franchisees; advantages;

In terms of pictures, we see (arranged in descending order according to visual weight):

Hot pot; ingredients; logo; cloud element.

The amount of content can be said to be unrestrained.

For those who want to start a business , the advantages they care about most are low cost, easy site selection, and the fact that only two people are needed to open a store. However, on this page, these contents are placed very small, and the main text "Sincerely Recruit Franchises" is very large because of the font and color, but it is not the first visual focus. Therefore, the most obvious and easiest part of the copy is the rotating hot pot, accompanied by pictures that stimulate users' appetite (rather than entrepreneurial desire)... Would people think it is a promotion for a hot pot restaurant?

Whether you are designing a page or a content area, you need to pay attention to margins, spacing, and line spacing. We often say that an area should leave space for both heaven and earth, and the introduction of the rotating hot pot at the bottom of the first screen is a typical example of not leaving space for both heaven and earth:

For example, in the screen below, the explosive-shaped bottom plate under the investment advantage is closely connected to the picture above and the rounded bottom plate below. In the rounded grey base, the white diamond-shaped panels are also vertical without any blank space, and the text inside is not considered to be blank:

The overall feeling it gives people can be summed up in one word: "crowded". The direct result is that users have difficulty reading, have a poor reading experience, have reduced patience, and then quit.

Let’s take the above picture as an example. In this picture alone, there are four fonts: Yuehei, Youyuan, Song, and Lishu, not to mention that the entire landing page also has handwriting, bold Song traditional, round, variety, regular script... The font of the content in the upper half of the landing page is also inconsistent with that in the lower half. It can be imagined that the designer did not have an overall plan in mind when he was doing it.

The user has not received professional training and will not know the problem like I do. He will only feel uncomfortable and unable to grasp your key points.

It's like when you communicate with others, no matter how good the content of your speech is, if you speak classical Chinese, modern Chinese, English, and French at times, it may look cool, but actually no one understands what you are saying.

In fact, it is very simple to make it comfortable for users to read. Just set a layout rule for yourself: how much to leave for the left and right margins, how much to leave for paragraph spacing, how much to leave for line spacing... form a rule, and the main title, middle title, sub-title, content text, slogan text have fixed fonts and font sizes... These are not difficult to do as long as you pay a little attention - to sum it up in two words: orderly. Only when the cognition is in order can there be follow-up sales.

The author of this article @Information Flow Advertising Precision Delivery is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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