2016-12-08 stanley

廣告素材與牠們的產地之眼球的背叛

廣告素材與牠們的產地之眼球的背叛

廣告素材與牠們的產地之眼球的背叛

好的創意一定會吸引人嗎?有沒有遇過雖然有好創意卻未達到預期效果的時候呢?

人類天生對圖像具有共鳴,進入腦中 90% 的資訊都是圖像,人腦處理圖像資訊的速度是處理文字的 60000 倍,65% 的人善於利用圖像學習使用圖像做行銷時將會提升 43% 的說服力,可見視覺在行銷領域的主宰力。在前一篇「廣告素材與牠們的產地之圖像的考驗」中,有提到廣告素材的創意與視覺的重要性,但是!

但是!我們以為的創意焦點,實際上卻不見得都會是視覺焦點,透過現代的科技我們可以找出視覺的熱點,用數字來證明人類的行為習慣。

舉例來說,同一張圖片,男女生所關注的角度便不盡相同:

Source: 16 Heatmaps That Reveal Exactly Where People Look. Retrieved from http://www.businessinsider.com/eye-tracking-heatmaps-2012-5?op=1/#n-spend-more-time-looking-at-the-woman-while-women-read-the-rest-of-the-ad-1

Source: 16 Heatmaps That Reveal Exactly Where People Look. Retrieved from http://www.businessinsider.com/eye-tracking-heatmaps-2012-5?op=1/#n-spend-more-time-looking-at-the-woman-while-women-read-the-rest-of-the-ad-1

女性關注長相&身材 (整體)

相較之下男性…熱點集中區域…

Source: 16 Heatmaps That Reveal Exactly Where People Look. Retrieved from http://www.businessinsider.com/eye-tracking-heatmaps-2012-5?op=1/#n-spend-more-time-looking-at-the-woman-while-women-read-the-rest-of-the-ad-1

Source: 16 Heatmaps That Reveal Exactly Where People Look. Retrieved from http://www.businessinsider.com/eye-tracking-heatmaps-2012-5?op=1/#n-spend-more-time-looking-at-the-woman-while-women-read-the-rest-of-the-ad-1

一樣關注長相&身(ㄒㄧㄥˋ)材(ㄊㄜˋㄓㄥ)

Source: 16 Heatmaps That Reveal Exactly Where People Look. Retrieved from http://www.businessinsider.com/eye-tracking-heatmaps-2012-5?op=1/#n-spend-more-time-looking-at-the-woman-while-women-read-the-rest-of-the-ad-1

Source: 16 Heatmaps That Reveal Exactly Where People Look. Retrieved from http://www.businessinsider.com/eye-tracking-heatmaps-2012-5?op=1/#n-spend-more-time-looking-at-the-woman-while-women-read-the-rest-of-the-ad-1

又或者是在畫面小細節的差異(例:眼睛注視著產品),往往也帶來不同的效果~

除了內容呈現的視覺差異外,一般圖文排版的位置,也隱藏不少魔鬼在裡頭。

例如常見的Z 字形閱讀構圖法」,無論是簡報或者廣告排版在台灣皆很實用,這點可能與所受的文化慣例高度相關 (尤其是閱讀、書 寫方向) ,故圖像在左、文字在右的圖文配置方式,閱讀流暢性較佳。又或者是想表達明確、肯定、三歲小孩都明白的訊息,就應該嘗試多放在左邊。

過去曾有位強者女性朋友,花錢買了一台筆電,從頭到尾不過問性能卻能把它秒殺帶回家,原因只在於它的顏色是「愛戀粉」,當下衝擊的我,只差嘴角沒滲出血來。不過這也證實,顏色的魔力絕不容小覷。

根據美國研究指出,色彩能吸引不同族群的消費者,進而解讀其獨特的購買行為。所以別再質疑 Tiffany 藍為何擄獲女人心,iphone 金為何令土豪瘋狂。消費者是視覺思考的動物,對 85% 的消費者而言,顏色是他們購買某樣商品的主要原因。更屌的是,顏色還能夠增加 80% 的品牌辨識度

為了更加了解顏色帶來的神秘影響,下表統整了常見的色彩帶來的感受和應用時機:

色彩表格

Source: How do colors affect purchases? (2010, August 31). Retrieved from https://blog.kissmetrics.com/color-psychology/

顏色和消費者類型的關聯:

色彩關聯

Source: How do colors affect purchases? (2010, August 31). Retrieved from https://blog.kissmetrics.com/color-psychology/

做了素材 AB Testing 也發現人腦對素材有某些神祕難解的反應,兩大發現如下:

第 1 大發現:負空間的大平台。

負空間指兩個物件中間留白的位置,得到較佳成效的原因估計是人腦認為它較美觀、較引人注目。

案例 1

Source: Brett, M. (2016, November 21). How to Create Amazing Ads for Facebook and Twitter. Retrieved from http://www.wordstream.com/blog/ws/2015/12/14/how-to-create-facebook-ads

Source: Brett, M. (2016, November 21). How to Create Amazing Ads for Facebook and Twitter. Retrieved from http://www.wordstream.com/blog/ws/2015/12/14/how-to-create-facebook-ads

在其他條件都相同的情況下,左圖的點擊量是右圖的 20 倍,並帶來較高的相關性分數、較低的 CPC 和較高的觸擊量。

第 2 大發現:鮮明度和飽和度給你另一個平台。

案例 2

http://www.wordstream.com/blog/ws/2015/12/14/how-to-create-facebook-ads

Source: Brett, M. (2016, November 21). How to Create Amazing Ads for Facebook and Twitter. Retrieved from http://www.wordstream.com/blog/ws/2015/12/14/how-to-create-facebook-ads

how-to-create-facebook-ads-vibrance-example-2

Source: Brett, M. (2016, November 21). How to Create Amazing Ads for Facebook and Twitter. Retrieved from http://www.wordstream.com/blog/ws/2015/12/14/how-to-create-facebook-ads

上圖互動率:1.36%;下圖互動率:1.7%,比上圖多了 4000 個曝光、更高的轉換率和更低的成本。

案例 3

Source: Brett, M. (2016, November 21). How to Create Amazing Ads for Facebook and Twitter. Retrieved from http://www.wordstream.com/blog/ws/2015/12/14/how-to-create-facebook-ads

Source: Brett, M. (2016, November 21). How to Create Amazing Ads for Facebook and Twitter. Retrieved from http://www.wordstream.com/blog/ws/2015/12/14/how-to-create-facebook-ads

Source: Brett, M. (2016, November 21). How to Create Amazing Ads for Facebook and Twitter. Retrieved from http://www.wordstream.com/blog/ws/2015/12/14/how-to-create-facebook-ads

Source: Brett, M. (2016, November 21). How to Create Amazing Ads for Facebook and Twitter. Retrieved from http://www.wordstream.com/blog/ws/2015/12/14/how-to-create-facebook-ads

只增加了一點點鮮明度和飽和度,圖2就獲得更多互動與觸及。但是切記、切記過與不及都不好。

最後贈送一張高鮮明度搭配負空間的成功素材。

Source: Brett, M. (2016, November 21). How to Create Amazing Ads for Facebook and Twitter. Retrieved from http://www.wordstream.com/blog/ws/2015/12/14/how-to-create-facebook-ads

Source: Brett, M. (2016, November 21). How to Create Amazing Ads for Facebook and Twitter. Retrieved from http://www.wordstream.com/blog/ws/2015/12/14/how-to-create-facebook-ads

 

谷歌大神的資料庫也統整出你不可不知的 5 大素材重點

  1. 強迫性:素材需吸睛,強迫觀眾注意它。
  2. 直接來:受眾有可能只看廣告一秒,所以必須單刀直切重點。
  3. 好容易:不要在一個素材裡傳達太多訊息,以免看起來雜亂。
  4. 大品牌:隨處可見的 logo 帶來滿滿的 大 品 牌 意識。
  5. 真人秀:使用真人來當創意一環通常奏效,尤其在財金服務廣告上。
Source: Bob, A. (2015, August). Inside Google Marketing: Banner Ads Can Be Creative and Effective. Retrieved from https://www.thinkwithgoogle.com/articles/inside-google-marketing-creative-effective-banner-ads.html

Source: Bob, A. (2015, August). Inside Google Marketing: Banner Ads Can Be Creative and Effective. Retrieved from
https://www.thinkwithgoogle.com/articles/inside-google-marketing-creative-effective-banner-ads.html

 

結語

講這麼多,相信行銷人員總還是會碰到一些超自然現象吧~例如:小編主管不喜歡本文主視覺、客戶不買單你的優質素材,這又該如何是好呢?

欲知詳情,下回分享~~啾咪😜

請訂閱或分享「廣告素材與牠們的產地」,你不可錯過的精彩內容還在後頭呢!

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