"Highly Disseminated" Fission Poster Design Routine

Visual aesthetics is prevalent nowadays, and visual design is an especially important step for many products to become well-known. In the process of product operation and marketing promotion, how to combine product information to design a highly spreadable and eye-catching poster design?

As the cost of acquiring customers in the education and training industry increases, service account fission and personal account fission have become standard methods for giants to amplify traffic. There may be dozens of fission activities running every day, but the data sometimes varies greatly.

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 has stabilized at above level 20. He has 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 shot, please also read on, I hope there will be 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".

1. Perception layer

When you get a product, you will see whether its design is beautiful or not and what its texture is like. The first thing you notice when you see a person is his figure, appearance, accent, and the way he dresses; 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.

2. 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.

3. Resource structure layer

Simply put, each user has different resources, everyone's spiritual resources are different, their backgrounds and family connections are different, and so on. 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.

4. 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 design of the threshold for user participation generally involves cost control, so I personally do not recommend reflecting it on the poster. It is usually reflected in the articles or push rules after participating in the activities, so as to attract more people to participate. Those who understand the operations will understand it.

5. Core “sense of presence”

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 would/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, I think, is the core of whether the poster can be disseminated 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 intended to stimulate discussion and quickly fill in the gaps in industry cognition. Everyone is welcome to find and fill in the gaps, 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 you will miss it..."

2. Area ②: used for brand display and increasing 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 can quickly capture attention and allow users to know what theme event is the best without clicking on the original picture in the circle of friends. 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 0 Yuan series of activities. The author does not recommend directly writing what the gift is. Please use more packaging words to indirectly reflect the high-end feel of the product and give users a good outlook on the product.

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

5. Area ⑤ Selling Point Area

In fact, it is essentially a distillation of product information or content, empowering the product with the least words and space. This is especially important when the product display image does not provide enough information. This is also a way to help increase 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 bits of information here.

1. The more valuable something is, the more comparison strategy should be used to highlight its value.
2. The limited time, limited price and limited quantity highlight the atmosphere of the event, seize the loss aversion psychology and stimulate participation; 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 event ends at 24:00 tonight.

7. Area 7 Additional Benefits Area

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

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?

• "big"
• "many"
• “Textured”

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 it, but the picture and the actual product must not be too inconsistent, which will directly affect the reputation of the brand and subsequent activities.

9. QR code display area

Some operators 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.

1. In fact, most people have the habit of reading from left to right and from top to bottom. After having a general understanding, the lower right corner is the end point of the information, the finishing touch before taking action.
2. A larger QR code will also be more stimulating to the user's vision. Before the conscious mind is activated, the subconscious mind has actually taken the actions guided by the lower right corner. Everyone is welcome to take the test and 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 display relatively comprehensive information, but the overall information display layout gives people a very comfortable feeling.

Let’s take a closer 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 "compulsory manual" are words that make users feel refreshed at a glance, and the user groups they target are extremely precise. The content cost of this kind of manual produced and edited by oneself is also very easy to control. Friends who are interested in growth 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 one, the overall color scheme is red, yellow, blue and white, a classic color combination, all taken from the product itself, so it is harmonious and comfortable. The "0 yuan free" is also very eye-catching, and the other selling points are also very well refined.

However, since the audience of the bubble machine is too broad, everyone from small children to "big kids" can play it, the subsequent conversion users are extremely broad, and there is an additional welfare area without other baits to promote it, so it can be further improved.

The second one is also very comfortable overall. The main problem lies in the subtitle and the summary of selling point information. The words in the subtitle are not as big as those 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? This problem has not been solved. Information extraction lacks quantification and needs further improvement.

The third one, emmm, everyone is welcome to think about it in the comment section.

IV. Conclusion

Regarding the fission poster, for the operations personnel, 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 doing growth or operations, think more. Look at and analyze events from multiple perspectives, improve decision-making capabilities, and at the same time enhance aesthetic abilities, allowing beauty to permeate 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: Jiao Xin🌤