Scanning is How We View Ads Now
In the time poor world we now live in, people don’t read ads … they scan them. So it’s important you nail these four components:
1. VISIBILITY: The unconscious eye is attracted to ads by these four factors: ad shape (rectangular ads which are taller than they are wide are best for guerrillas), colour, graphics, and of course, headlines.
2. READABILITY: Scanning begins at the top left of an ad, continues through the middle, and stops at the bottom right – a ‘Z’ formation. Check out our YouTube video on this:
3. THEME: You have but three seconds to impart your message, so use subheadings, underlining, bold, or something to emphasise the essential words along the scan motion from top left to bottom right.
4. STATS: Now, convert attention into a buying decision with you logo, unique selling proposition, business name and any other statistics a reader may need to be transformed into a customer.
If you create your ad contrary to scan motion, the reading of your ad will require additional time and energy, increasing the likelihood of the ad being ignored.
Justin is the Managing Director of Active Management, which he began January 2004. He offers coaching to businesses worldwide in everything from start up and design to marketing and sales systems. Justin also facilitates four Australian and New Zealand ‘fitness industry roundtables’ events, which allows him to see a huge cross section of business models.