Classic APP case: How did Taobao Tmall App create the Double 11 traffic-generating banner with hundreds of millions of traffic?
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Every year when the annual big promotion season comes, the venue, web pages, and interactive games are all under intensive design. How can these exquisite web pages and interactive games connect with users? There must be a link to connect with users - it is BANNER. Some people may think that the design of resource positions is relatively simple, but in fact, this is not the case. Small resource positions carry important missions, and naturally a lot of effort has been put into the design. So how did we do it this Double 11? Please listen to me carefully... In the early stage of design, it is necessary to make a rough plan. Although there will be many changes during the big promotion, making a plan will help us avoid mistakes in the general direction. This time, we will do it from several aspects, including understanding the business background and rhythm - early style creative setting - highlighting the brand to enhance recognition - formulating standards to improve efficiency. With this framework, the design process this time is still quite smooth! So how is it done specifically? 1. Understand the business background and rhythm The theme of Double 11 this year is "Globalization". Judging from the theme, the overall direction is to take an international route, and the design must be high-end and classy. Not only that, this year we will also highlight branding! The core elements of the brand must be present throughout the design so that users can have a clear perception of it, and the designs must be consistent and convey the same idea. Three keywords illustrate the general direction of our brand this time: The core elements of the brand gave us a clear graphic reference. Understand the overall design rhythm: 2. Develop style and creativity Why develop style and creativity? Because the banner is used to attract traffic to the venue, it must cooperate with the venue to convey the same mindset to users. The early style and creative thinking will greatly help the later design. According to the changes in the theme of each period, we need to prepare multiple creative ideas so that we can keep up with the changes in the theme and have multiple options to choose from. Venue Design: The venue was divided into three time periods according to the overall rhythm: the campaign period - the brand's lines and cat head elements were mainly used, and the national flags of various countries set off the theme of globalization; the warm-up period - the products and cat heads were mainly highlighted; the official period - gold was used to create a carnival atmosphere. Based on the above theme changes, we discussed the style direction and creativity, and the following is the brainstorming plan: During the early discussions, we brainstormed a variety of options, and then selected the appropriate ideas and styles based on the changes in the theme of each time period. Here are a few examples. During the campaign, we took globalization as the theme. We thought about globalization and the concept of gathering good products from all over the world. The ideas are as follows: The creative idea of splicing products into graphics fits the concept of gathering good products from all over the world. It is a perfect combination of products and core brand elements. Using national flag strips as auxiliary elements highlights the integration of Tmall and the concept of globalization. Making the products form or dissolve into the cat's head also reflects this point! Creative reference: As the time approaches Double 11, we need to create an atmosphere of tension, urgency, excitement and anticipation, with carnival as the theme. The creative ideas are as follows: The combination of merchandise and calligraphy creates the madness and tension of the last minute, enhancing the carnival atmosphere. Hand gestures are used as a creative point. First, most users this year use mobile phones to shop, and the element of hands is friendly. Second, gestures as a form of expression of countdown numbers are relatively novel. Gestures also have other meanings, such as raising the thumbs up to express a like. The color also echoes that of the venue and looks more unified. Creative reference: Of course, there are many other creative and stylistic applications, which I will not explain one by one here. From this idea, you can probably see something. This time we have made sufficient preparations. A creative library allows us to organize the entire design process and change ideas in time in case of emergencies to ensure better event results. 3. Recognition and differentiation Why do we need to enhance recognition and differentiation? The reason is actually very simple. During Double 11, almost all major e-commerce platforms hold activities. How can users recognize us among the vast sea of pictures? Plagiarism and imitation will cause visual fatigue to users. How can you stand out? Examples: During the big promotion period when time is tight and design resources are scarce, it is easy to feel tired and the designs are all similar without much characteristics and differences. Therefore, breaking this situation is the next focus. In the vast sea of images, what we pursue is to make people's eyes light up, and it is also our mission to differentiate ourselves from other platform designs. In fact, before designing, we hoped that this design would be different from the previous ones, have its own characteristics and be memorable. So how can we make users recognize our Double 11? You guessed it right, that is the core element of our brand - the cat head! ! In order to make users feel the brand strongly, we have to emphasize it again and again! Just like the advertisement of Melatonin, taking it three times a day will definitely leave a deep impression on people, and the feeling of repetition is truly magical! Yes, it is the devil's pace! Analysis of magic keywords: You can also find some design elements and directions from these keywords! Combined with the brand’s core element, the cat head, a unique banner was born. Examples: There are several aspects of the design of this Double 11 promotion that are different from the past, including the sense of space, the depiction of cat-shaped elements, and the light texture. We used projection on the font to create a sense of space and make it look layered. The cat-shaped elements are also obvious. In the processing of the product, we did not use heavy projection, but used the texture of the product itself. Without adding too many special effects, the texture is light and looks fresh and refined! The repeated continuous patterns create a dizzying effect and catch the eye, while also making the brand elements more prominent. Brighter colors are used to enhance the visual effect. The new attempt has deservedly become the king of clicks and the fighter among templates. Judging from the data, this set of BANNER became the most clicked one in the focus of the day, which really improved the effect of the event! It has made formal innovations in terms of sense of space, graphic elements, and background, and is highly recognizable, difficult to imitate, and can quickly catch the user's attention. It is a very good attempt! IV. Specification During the big promotion period, the number of resource positions is as numerous as cattle hairs. Such a large workload cannot be completed by the strength of a few people alone. It is inevitable to seek help from external forces. So how to make communication more efficient and lower costs is what we need to think about. In addition, category operations require promotion of activity venues, which are the focus every day, and the workload of reviewing design materials is also not small! Faced with these problems, we did give it some thought. Daily specifications must be made, with clear markings to reduce communication costs. Secondly, how can we make the produced templates easy for external designers to extend? After careful consideration, we did not make unnecessary deformations on the fonts. This was not because we were lazy, but because we truly considered the practicality and extension of the template. Of course, fonts are very important. It would not be appropriate without any design, so we used a light texture to add some sense of space. This makes it easier to extend and modify, and also has a sense of design, killing two birds with one stone. V. Conclusion This experience of being in charge of resources has given me a deeper understanding of the brand, how to design systematically and how to innovate based on the brand. From controlling the rhythm, adapting to the changes in themes, exploring style formulation through design creativity, and how to coordinate with other related designs for Double 11 to maintain the unity of the design. We have accumulated a lot of experience on the importance of standard formulation, what constitutes a high-quality template, and how to improve work efficiency and enhance event effectiveness. I hope this can give you some inspiration. Finally, let’s review the banners during Double 11: APP Top Promotion (www.opp2.com) is the top mobile APP promotion platform in China, focusing on mobile APP promotion operation methods, experience and skills, channel ASO optimization ranking, and sharing APP marketing information. Welcome to follow the official WeChat public account: appganhuo [Scan the top APP promotion WeChat QR code to get more dry goods and explosive materials] |
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