It may seem impossible! And yet, we as designers have a big influence on how the user perceives the advertisement.
How we lay out the elements, how we lead the animation has a strong impact on the final reception.
You’ve probably felt more than once that one banner is light in reception, what we see is clear—we understand the full message, and another one spams us with a lot of information, we can’t keep up with messages, packshots distract the attention from the main message of the campaign, not to mention the irksome “call to action” button which, pulsing excessively, causes us to escape.
So how do we lead the eyes to make the banner effective? Let’s do it!
Left to right
As in a film, cartoon or book, we usually read/watch from left to right. Our eyes, trained from the early years, expect us to present the animation this way. If we forget about it, our brain will get confused and lose what’s most important.
It may seem impossible but the elements (packshots, content) appearing on the stage will cause us to automatically direct our vision to the most important elements of the advertisement if we stick to the consequences of the dynamics of the appearing objects.
So starting from an element flying in from the left, the next element should consistently guide the gaze further, like a flying butterfly that our eyes follow.
That is, waiting for the animation to become active. Let’s not show everything at once, let’s give objects a moment to appear using the “left-right” principle.
A text written in large letters will always be more important than the smaller one. Let’s make sure we are consistent when it comes to size.
When we use a few scenes to talk about the product, the size of the font has a huge impact on the reception—when switching between smaller and bigger font size, our reception of the advertising will seem jumpy, disordered, we will start to wonder what’s going on, we won’t understand the message. This principle also refers to the graphics that present the product or the image that reinforces the story.
A frequent procedure at the end, like the icing on the cake, is to highlight the call to action button, which means that once the animation settles down on the final scene, we remind the users about ourselves with an animation of the button—we can highlight it or make it pulse or bounce. It’s a gentle reminder that will also allow us to focus people’s attention for the last time.
These few simple rules make advertising created this way not bother the users. Instead, it gently guides users through the story and clearly presents its most important elements. All this contributes to a better reception, which obviously translates into a better result of the campaign.