useful research for better ads

Dan Hill explains that an ad’s recall is aided by appealing to what is important to the audience.

He points to Apple’s campaigns as examples of emotionally-relevant campaigns that creates repeated success for the company.

Hill’s book ‘About Face’ talks about this and other criteria of successful ads he found through facial coding research.

Some findings seem like common sense. It is almost obvious that constant repetition would make an advertisement more persuasive, as would crafting your message around things and emotions that are familiar to your target audience.

Others, not so much.

Like don’t put your logo in the lower left corner because that’s the last point the eye travels to.

Definitely worth reading if you’re a communicator.