Attract attention with eye-catching advertisements! Key points for creating advertisements to increase appeal

Advertising is an important sales promotion tool for promoting products on e-commerce sites and stores, leading to purchasing behavior. Although the purpose of use differs depending on the advertising medium, it has the role of increasing product awareness, attracting more customers to stores, and increasing sales.

However, advertisements that lack impact are difficult to catch the attention of consumers and attract their attention, leading to a lack of awareness and purchase.

Companies that operate e-commerce sites and stores are working on improvements, such as ``What should I keep in mind to create ads that stand out?'' and ``Are there any elements to review in current ads?'' I'm sure there are some people who do.

In this article, we will explain the key points of creating advertisements to increase appeal and increase purchase intent.

Important things to create a standout ad

In order to create an ad that stands out, it is important to consider the content and design from the target's perspective.

Even if the advertisement has a strong impression and is easy to catch the attention of consumers, it will be difficult to attract interest with the following designs.

▼Advertisement design that is difficult to attract interest

• I feel uncomfortable because the design is different from the product image.
• I can't understand the content of the advertisement at a glance.
• Text and colors are scattered and difficult to read
• I don't understand the benefits of the product, such as its appeal and advantages.

When creating an advertisement, it is important to not only think about making it stand out, but also to clarify the target, such as ``What kind of consumers do you want to see?''

By clarifying your target audience, you will be able to identify the necessary information based on consumers' issues and needs, and consider designs and color schemes that will increase appeal.

It is also important to be aware of providing information that will benefit the target, rather than just expressing what your company wants to convey.

Key points for creating advertisements to increase appeal

In order to increase the appeal of advertisements, it is important to devise a design that makes the contents of the advertisement easy to understand and conveys the appeal and features of the product. From here, I will explain four points.

①Create a catchphrase/title that conveys the content at a glance

Catchphrases and titles are important elements that help people understand at a glance what the ad is trying to convey.

It is necessary to imagine the issues and needs of the target audience, and devise content that raises issues related to the product and fosters empathy.

Also, in order to avoid being overlooked by advertisements, it is important to use a psychological approach to attract interest.

▼Example of psychological approach using catchphrase/title

② Create a clear and easy-to-read layout

The layout of an advertisement affects consumer visibility, so it is necessary to consider placement in a way that is easy to see and understand the appeal content.

If you cram in too much information or don't arrange the information in a consistent manner, it will be difficult to read and the content will be difficult to convey. The key is to organize the priorities of the information you want to promote and create a layout that takes into account the following points.

▼Points to consider when designing ad layouts

• Align text according to certain rules (vertical/horizontal, right/left alignment, height, etc.)
• Enlarge the text you want to emphasize
• Place the catchphrase and title at the top and the main information in the center
• Incorporate images and illustrations that make it easy to understand the content of the ad at a glance
• Divide related information into groups and place them close together
• Arrange high-priority information in the order of “Z” where the line of sight moves.
• Add margins between text, around images, top, bottom, left, and right

This article explains eye guidance that can be used in advertising layout design. Please also check.

③ Add contrast with fonts and colors

The key is to use fonts and colors to emphasize the parts of the advertisement that you want to appeal to, and to help people intuitively understand what information is where.

It is said that it will be easier to read if you use one or two font types and sizes. You also need to use colors for text, background, text decoration, etc. to highlight important information that you want to see.

▼How to add contrast with fonts and colors

• Increase the font size of highlighted parts
• Change the color of the highlighted part
• Frame text around important information
• Create contrast between text color and background color

④ Decide on a color scheme according to the theme

In order to create a sense of unity in the design of your advertisements, it is important to decide on a theme that matches the product or event you are promoting, and choose colors that match the image.

Limiting the number of colors used to 3 to 5 and organizing them in a similar color scheme will naturally make them easier to read. Different colors give different impressions, so it is important to consider them according to your target and appeal content.

▼Impression given by color

summary

In this article, we have explained the following about creating advertisements.

• Important things to create a standout ad
• Key points for creating advertisements to increase appeal

In order to create an ad that stands out, it is important to devise the content and design from the target's perspective. In addition to creating a catchphrase and title that makes it easy to understand the content at a glance, it is important to create an easy-to-read layout, use contrasting fonts and colors, and choose a color scheme that matches the theme.

In order to create more eye-catching advertisements, it is also effective to analyze the target's gaze and impressions, such as ``What are they paying attention to in the advertisement?'' and ``What impressions do they have when they see it?''

Konica Minolta's `` EX Kansei'' uses cognitive theory in brain science to scientifically analyze consumers' ``looking'' behavior and visualize eye movements and impressions.

By using the following functions, you can quantitatively evaluate the visibility, readability, and cleanliness of your advertisement, and improve the advertisement design to attract the attention of your target audience.

▼Main functions of EX Kansei

• Visualize the visibility of catch phrases and sentences with attention analysis
• Visualizing eye movement and dwell time after initial recognition with eye gaze simulation
• Analyzing the impression and appearance of color schemes using color vision diversity filters

For detailed information on the service, please check this document.