Emotions convert into clicks
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Emotions convert into clicks

Designing Effective Ads

We see many things, in our own perspective, as we go through our daily lives. With such routines, we are able to filter what we see and we always tend to ignore common, dull and uninteresting things. Conversely, things that convey strong emotions, especially those that we can relate to, make us stop for a while and make time to observe it. The same thing is applicable on advertisements we see everyday, may it be digital or traditional.

Emotions in Ads

When creating an ad, this is a simple guideline to remember: Emotions get attention or “Emotions convert into clicks” in a digital sense.

An emotion is a reflection of someone’s feelings. When we look at a living thing, particularly ones that can express feelings, we are somehow able to determine the emotions it is conveying. Banner ads are creative pieces of work that should connect to its audience on several levels. One of them is surprisingly uncommon — that is connecting to the user on an emotional level. Being one of the audience, it is the visual stimulus that usually attracts our attention before we actually see or read the rest of the banner’s content.

We have to agree that the hardest goal of every banner ad is to get the attention of its intended audience. But, banner ads are too mainstream as we are exposed to tons of them as we live our daily lives. The possibility of an ad being ignored is very high. Designers are still lucky since utilizing strong emotions will surely make the ad stand out. Displaying strong emotions in the ad calls for the audience’s eyes. Once the banner ad gets audience’s attention, the advertisement message may kick in.

Human Beings

Your target audience are human beings. Humans are naturally attracted to strong emotions. Think about the last images that caught your eyes and attention. You may remember looking into neighbors’ happy face, crying baby, exhausted worker, courteous guard, angry dog, or even cartoon characters displaying intense emotions. The things that show emotions may increase the possibility of someone giving attention and even interacting to it.

Humans can naturally relate to strong emotions. Here are the following emotions that can easily get human’s attention:

  • Happy
  • Sad
  • Angry
  • Scared
  • Excited

Summary

Banner ad is not just a product of the artist’s imagination and skills. It must deliver a message to its intended audience. It’s ultimate goal should be connecting to target users. Banner ads presented with very strong emotions will surely attract audience which eventually will perceive its intended message. When it happens, the same banner ad will gain higher probability of getting clicked compared to banner ads without any emotion.

Banner ads that designed to communicate by visualizing emotions gain traction. This may seem a theory to some but is sensible to most. If you are a Banner Designer, Rich Media Developer, or any related professional, you definitely must do this and be amazed of the results. Happy designing and developing effective ads!

Jon Discipulo
Scientist. Artist. Visionary.
https://jondiscipulo.com/

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