23 Advertising Techniques Used to Create Powerful and Persuasive Ads

Summary

This video, hosted by Mike Plogger from Visme, explains 23 proven visual marketing techniques to create impactful ads. It covers key elements like color psychology, composition, focal points, typography, and emotional appeals. Techniques such as repetition, storytelling, and symbolism are discussed to effectively connect with audiences. The video also highlights the importance of understanding your target market and utilizing tools like Visme to design visually appealing content. From social media strategies to augmented reality, it provides actionable insights for mastering ad creation.

Takeaways

• 🎨 Color schemes in ads are chosen to elicit specific feelings; red symbolizes passion or power, while blue is calming and approachable.
• 📐 Composition is crucial in ads, guiding viewers' eyes to important elements using techniques like the rule of thirds and visual paths.
• 👀 The focal point in an ad is critical, using techniques like selective focus and exposure adjustments to draw attention to key elements.
• 📄 The visual path guides viewers through a design, with effective paths including the z-path and the f-path.
• 🔠 Typography and text placement are important, as too much text can be overwhelming; visuals should balance the text.
• 🔁 Repetition can increase brand awareness, especially when debuting a new product or message, but it's essential to vary strategies to keep viewers engaged.
• 💪 Body language in ads can convey emotions like confidence and liveliness, which should align with the message of the ad.
• 👁 Direct gaze in ads can create an emotional connection with viewers, making them feel personally addressed by the advertisement.
• 🌟 Point of view in ads can immerse viewers, making them feel like they are part of the action, which is effective for adventure or thrill-seeking products.
• 📹 Behind-the-scenes content can authenticate a brand by showing the reality behind the scenes, which can increase viewer trust and engagement.

Q & A

What is the average number of ads a human sees per day according to the video?

The video states that the average human sees 5,000 ads per day, with some individuals seeing even double that amount.

Why is it important for advertisers to nail their content in the context of the video?

With the competition to grab attention growing by the day, it's imperative for advertisers to create impactful content that can influence viewers effectively.

What is the significance of color in visual marketing as discussed in the video?

Colors in visual marketing elicit different feelings in viewers. For instance, red signifies passion or power, while blue is calming and approachable. Strategic color choice is crucial for brand association and viewer engagement.

How does the video explain the concept of composition in advertising?

Composition refers to the organization of elements within an ad space. A well-composed ad directs a viewer's eyes towards the most important aspects of a design, such as an emotional trigger, the brand's logo, or a call to action button.

What is the rule of thirds in visual design as mentioned in the video?

The rule of thirds is a technique that places a three by three invisible grid over an image, with the aim of placing important visual elements at the intersecting points of the grid to draw attention.

How does the video describe the use of focal points in advertising?

The video explains that the focal point of an ad is crucial and can be emphasized through techniques like selective focus, adjusting exposure, or providing a light source to bring importance to a single element.

What are the two most effective visual paths when planning a design according to the video?

The two most effective visual paths when planning a design are the Z path and the F path, which guide the viewer's eyes through the design in a specific, natural sequence.

Why is the style and amount of text within an ad important for its success?

The style and amount of text within an ad are crucial because it can affect ad acceptance by platforms like Facebook, which have algorithms that consider text coverage. Too much text can be overwhelming, so visuals are used to balance the ad.

What is repetition in advertising and how is it used as per the video?

Repetition in advertising involves using the same ad across multiple platforms or the same message through different channels to raise brand awareness. However, it's advised to change strategies after the initial debut to keep viewers engaged.

How does the video suggest using body language in ads to convey a message?

The video suggests that body language in ads can portray emotions like confidence, success, or liveliness without speaking. It's important to choose the right actors or characters that align with the message the ad aims to send.

What is the purpose of using a direct gaze in advertising as discussed in the video?

Using a direct gaze in advertising is a strategy to trigger an emotional response in the viewer, making them feel directly addressed and connected to the product or message being advertised.

Outlines

00:00

🎨 Visual Marketing Strategy Essentials

The video introduces a visual marketing strategy, emphasizing the importance of standing out among the thousands of ads people see daily. It highlights 23 proven methods to connect with viewers through various appeals and elements within ads. The video discusses the strategic use of color to elicit emotions and the significance of composition, including the rule of thirds and the golden mean, to draw attention to focal points. It also touches on the use of direct gaze and visual paths to guide viewers through the advertisement.

05:00

📜 Typography and Repetition in Ads

This paragraph delves into the role of typography and text within ads, cautioning against overwhelming viewers with too much text. It suggests using visuals to balance text and references Facebook's algorithm that can reject ads with excessive text. The paragraph also explores the power of repetition in marketing, explaining how consistent branding can increase awareness but should be balanced with new strategies to maintain viewer interest. Additionally, it covers the impact of body language in ads and the emotional response triggered by direct eye contact, as well as the use of different gaze techniques to convey various messages.

10:02

🌟 Advanced Techniques in Advertising

The video continues with advanced advertising techniques, such as point of view, which immerses viewers in experiences like those of GoPro and Red Bull. It also discusses behind-the-scenes content for brand authenticity and association marketing, which links products to certain feelings or ideas. Symbolism is another technique, using metaphors to create illusions with products. The paragraph also covers anthropomorphism, where inanimate objects are given human traits to create memorable characters. Emotional appeal is emphasized as a powerful way to connect with the audience, and bandwagon pressure is mentioned as a risky but potentially rewarding technique.

15:03

📱 Modern Advertising Techniques and Tools

The final paragraph covers modern techniques like storytelling, which combines various elements to create relatable messages, and social media testimonials, which leverage user-generated content for advertising. It also mentions the use of social badges to showcase brand achievements and the fantasy technique, which brings imaginative concepts to life. The paragraph highlights the growing role of animation and motion graphics in creating engaging ads, with Oreo's commercials as an example. It introduces augmented reality in advertising, as demonstrated by IKEA's app, and the influence of social media influencers in promoting products. The video concludes with a reminder to understand the target audience and a plug for Visme as a tool for creating ads with pre-designed templates and design elements.

Keywords

💡Visual Marketing Strategy

A visual marketing strategy refers to the use of visual elements to communicate a brand's message and attract customers. In the video, this concept is central as the speaker discusses various techniques to enhance visual appeal in advertisements. The strategy is crucial for standing out among the thousands of ads people encounter daily.

💡Color Psychology

Color psychology is the study of how colors influence human behavior and emotions. The video mentions that different colors can elicit different feelings in viewers, such as red symbolizing passion or power, and blue being calming and approachable. Understanding color psychology is essential for creating ads that resonate with the target audience.

💡Composition

In the context of the video, composition refers to the arrangement of visual elements within an advertisement to draw attention to key aspects. The speaker discusses techniques like the rule of thirds and the golden mean to achieve a balanced and appealing layout. Effective composition guides the viewer's eye and enhances the ad's impact.

💡Focal Point

The focal point is the center of interest in an advertisement that captures the viewer's attention. The video explains how techniques like selective focus, exposure adjustment, and lighting can be used to create a focal point. Having a clear focal point is important for directing the viewer's attention to the most important aspects of the ad.

💡Visual Path

A visual path is the journey the viewer's eye takes through a design. The video mentions two effective visual paths: the Z path and the F path. These paths guide the viewer's attention through the ad in a logical sequence, ensuring that all key elements are noticed and the message is effectively communicated.

💡Typography

Typography in advertising refers to the style, arrangement, and presentation of text. The video emphasizes the importance of choosing the right fonts and managing text quantity to avoid overwhelming the viewer. Good typography can enhance readability and contribute to the overall aesthetic of the ad.

💡Repetition

Repetition in advertising is the consistent use of a brand's logo, message, or visual elements across different platforms to reinforce brand recognition. The video suggests that while repetition can be effective for debuting new products, it should be balanced with fresh content to maintain viewer interest.

💡Body Language

Body language in ads can convey emotions and messages without words. The video points out that advertisers should consider the body language of models or characters in their ads to communicate the desired message effectively. For example, confidence might be portrayed through a model's posture.

💡Direct Gaze

A direct gaze in advertising is when a model or character looks directly into the camera, creating a connection with the viewer. The video uses examples like luxury brands to illustrate how a direct gaze can trigger emotions and persuade the viewer to engage with the product.

💡Point of View

The point of view technique in advertising places the viewer in the perspective of another person, often used to create an immersive experience. The video mentions GoPro and Red Bull as brands that effectively use this technique to sell products like cameras and energy drinks by showing the action from the user's perspective.

💡Anthropomorphism

Anthropomorphism is the attribution of human characteristics or behavior to non-human entities. The video gives examples of brands like M&M's and the Geico gecko, which bring their products to life with personalities. This technique makes ads more memorable and relatable.

Highlights

The necessity of standing out in a sea of 5,000 daily ads.

23 proven methods to enhance visual marketing strategy.

The psychological impact of color in advertising, with examples like Coca-Cola's red and Tiffany's blue.

The importance of strategic color selection in ad design.

Composition as the arrangement of elements within ad space to guide viewer attention.

Achieving balance in ad composition using techniques like the rule of thirds.

The use of focal points in ads to draw attention to key visual elements.

Selective focus and exposure adjustment as tools to manipulate viewer attention.

The Z-path and F-path as effective visual paths in ad design.

The role of topography and font choice in ad success, especially in social media algorithms.

Repetition as a strategy for brand awareness, especially when debuting new products.

The power of body language in ads to convey emotions without words.

Direct gaze in ads to trigger emotions and influence purchasing decisions.

The three-quarter gaze as a less intimidating alternative to direct gaze in ads.

Point of view technique in ads to immerse viewers in the experience.

Behind-the-scenes content as a way to authenticate a brand and build trust.

Association marketing by linking visuals to certain feelings, ideas, or memories.

Symbolism in ads using metaphors and similes to create comparisons and illusions.

Anthropomorphism in ads by bringing objects or animals to life to create memorable characters.

Emotional appeal in ads to connect with the audience's wants, hopes, fears, and needs.

Bandwagon pressuring as a risky advertising technique to convince consumers of a product's popularity.

Storytelling in ads as a powerful way to create relatable and influential messages.

Social media's role in modern advertising with techniques like case studies and social badges.

The fantasy technique in ads by bringing mythical creatures or ideas to life.

Animation and motion graphics as growing tactics in advertising for quick and engaging content.

Augmented reality in advertising to provide interactive brand experiences.

The rise of social media influencers and their impact on product promotion.

Final tip: Understanding the audience is key to effective visual marketing.

Transcripts

implementing a visual marketing strategy

will seem like a daunting task

that is until you finish watching this

video

[Music]

hello world mike plogger back with visme

the online platform that stays ahead of

visual design trends

and allows you to create your own

content with ease

digital marketing experts have found

that the average human sees

5 000 ads per day some of us will

actually see even double that

now with the competition to grab our

attention growing by the day

it's imperative that advertisers

absolutely nail their content

and influence their viewers there are 23

proven methods that i'll touch on

in this video now some relate to the

elements within the ad

while others touch on different appeals

to connect with a viewer

as is the case you'll be able to use

more than one of these techniques

in each of your advertisements it's up

to you to decide which is best

for your product shall we

in every piece of advertising that we

see there's some sort of

color scheme whether it's a full palette

or black and white

those colors have likely been chosen for

a reason

different colors can elicit different

feelings in viewers

red is the color of passion or power

blue is

calming and approachable both of these

colors have become strong associations

with

brands think classic coca-cola in that

strong red or

tiffany blue as we see here paired with

a gray-scaled image

this ad also gives us a direct gaze into

the product which is another technique

that we'll explore here very shortly

nonetheless the importance of

strategically picking color

cannot be emphasized enough if you're

interested

in diving deeper into color psychology

we have the video for you

check it out in the link above

okay before i dive into this technique

you might be asking yourself

what exactly do i mean by composition

simply put

it's just the organization of elements

within your ad space

a well thought out ad will pull a

viewer's eyes towards the most important

aspects

of a design it could be an emotional

trigger the brand's logo

or a call to action button achieving

balance is key when it comes to your

composition

this ad behind me uses composition

techniques like the rule of thirds

focal point and a visual path the woman

sits in the left third while the light

shining

gives importance to both her and the

centered text

i recommend checking out the gestalt

principles to explore the basic rules

for a great composition

you just heard me mention it now let's

explore it the rule of thirds

this technique places a three by three

invisible grid

over an image by doing so you'll get

four intersecting points and these

points are

crucial place your most important visual

elements

at these points just as corona did with

their iconic

corona bottle now the golden mean is

quite similar but follows the fibonacci

sequence

what the heck is that you might be

asking well it's this more

free-flowing grid that directs the

placement of elements

in a more harmonious way rectangles are

broken down into more

rectangles achieving visual balance

the focal point of an ad is as important

as any of our techniques that we're

covering in

this video we just covered two grid

techniques which can draw attention to a

focal point

but there are a few other techniques as

well selective focus is one that will

blur out the unimportant aspects of an

image

adjusting exposure can manipulate what

areas should pop

while also hiding some other areas in

the shadows

or you can even provide a light source

to bring importance to a single element

in these ads we have not one but two

focal points the plain text

and the rubbed out text which sends a

powerful message

any image ad book cover web page

any visual that we look at we go on a

visual path

a journey through the design now there's

two visual paths that are the most

effective when planning your design

the z path and the f path with the z

shape

our eyes begin at the top left of the

image before moving

right then back diagonal left and then

across

to the right again so here we see the

first

block of text then move over to the

picture of the man

backed left to the call of the action

before finding the mobile phone

now with the f shape our eyes move like

they would when reading a book

you start top left move right before

moving back left

down right again and continuing down at

the image

topography aka fonts the style and

amount of text within an

ad is crucial to its success just take

into consideration the fact that

facebook has an

algorithm that accepts or denies ads

based on how much text is within

that ad crazy right you want to be

mindful of how much text you're placing

in a design an ad filled with lines of

text

can often be overwhelming so you'll want

to use visuals to balance out your ad

this ad well probably wouldn't be

accepted by facebook but it is great for

traditional

advertising britain's biggest egg

is that tiny little leg in the ads

boundary make sure you do your research

when you're choosing your fonts

and don't look far we've covered this in

another video of ours on our youtube

channel

if you really want to nail your product

or idea into somebody's head

use repetition whether it's the same ad

in a number of platforms

the same commercial on different

channels or pushing your

brand logo anywhere and everywhere

that's repetition for you now the thing

is

repetition is best only when debuting a

new product or

message it'll raise brand awareness but

soon after

you'll need a new strategy to keep

viewers entertained

reynald repeated the same concept but in

different shapes

to take advantage of this technique

viewers will immediately recognize the

brand

even if it's their first time seeing a

new ad

if you're creating an ad using real

people or even figurines

you'll want to consider their body

language within the ad

without speaking body language can

portray confidence

success spontaneity liveliness you name

it

now determining what message you want to

send before building your ad

is important by doing so you can search

for just the right actor or build that

perfect animated character

mcdonald's believe it or not actually

wanted somebody to yawn

in their ad why because they were

pushing their new

24-hour service that even the most tired

and hungry consumers

could relate to

have you ever made direct eye contact

with a complete stranger

and it made you feel some type of way we

see it in romance movies

all the time and it's also a common

strategy in advertising

companies will use the most attractive

actors and actresses that they can find

and ask them to directly gaze into a

camera

now in return an emotion will be

triggered in the viewer

pushing them to buy that product we'll

often see this with luxury items or

sense maybe just like we do with this

gucci ad

and this handsome fella

now while the direct gaze may be a

little intimidating

another solution would be the

three-quarter gaze here the subject is

looking off camera in any direction

our first example is from dolce gabbana

and the actress

this time scarlett johansson is peering

into a mirror

by looking into a situation the ad gives

us a sense of

wonder then there's buzz lightyear who

of course is looking into

saving the world in this ad for toy

story you can tell he's just

itching to say to infinity and beyond

the point of view technique is most

commonly used in video advertising but

it can be extremely effective given the

product

this technique takes a viewer into the

point of view of another person

gopro and red bull have mastered the

technique

given what they're selling gopro sells

the cameras while red bull sells the

drink that

really has become more of a lifestyle if

you're looking into using this technique

get yourself a gopro and pair it with a

steadicam or a head mount

then simply hit record while completing

the action that you're selling

behind the scenes videos or photos is a

great technique to authenticate your

brand

sure you may no longer look perfect in

your advertisements but viewers will

actually

appreciate that these ads can be images

of your workspace or employees in the

midst of a project

or you can even film a video tour of

what different employees are working on

in any given moment

a quick way to do this is by having a

single employee do a social media

takeover give them the power to go

around the office and get genuine

interactions

with those in your company hey even

mcdonald's admitted in an ad that

yes their burgers on paper look a little

bit different from those out the drive

through window

nonetheless personalized marketing like

this can go a long way

association marketing is one of the more

challenging techniques but with proper

research it can also be one of the most

successful put simply association

marketing is when visuals in an image

are associated with a certain feeling

idea place or memory think rolex watches

in their association to

power or lamborghinis in their

association with wealth

associations can also be created an ad

for body wash will use scenes of men

playing football

implying the body wash will restore

their cleanliness

or check out this ad associating

carnival with drug and alcohol use by

using pixels instead of

actual vomit is easier to digest

[Music]

symbolism is similar to association but

calls on metaphors and similes to be

effective

you'll be making comparisons and

illusions using your product

rather than recognizable icons a high

level of brand awareness can help

but is only necessary if an idea is

completely far-fetched

this ad uses symbolism simply the

perfume bottle

takes the place of a heart we all

recognize that it's supposed to say

i heart you the perfume symbolizes love

making it the perfect

valentine's day gift mcdonald's had a

similar approach

symbolizing wi-fi with their french

fries it's an instantly recognizable

icon so

most if not all viewers should

understand its symbolism

as you try to pronounce our next

technique let me first help you

understand

just what it is you know those two m m's

that come to life on our televisions

or the planter's peanut man that's this

technique

it's taking an object and bringing it to

life it can also work with animals like

tony the tiger or the geico

gecko a lot of times these beings will

become merchandise

the moscow zoo is another example when

they edited their animals having a

little bit of fun

with a hibernating bear oh and ps it's

pronounced

anthropomorphism

if you really understand your target

audience using the emotional appeal

should be at the top of your potential

advertising techniques

you should understand the wants hopes

fears and needs of your audience

then use symbolism association and

storytelling

to tug at their heartstrings you want

your audience to relate to your

commercial

and some of these ads can be a little

longer like this thai tv commercial

but if you watch it you should get an

understanding of the effect that these

commercials have on viewers

there are actually a number of different

emotional appeals that you can use and

we covered all of them in one of our

videos i dove deeper into the emotional

appeal

and covered some rational appeals as

well

one of the more riskier techniques is

bandwagon pressuring

however anything with a little bit of

risk could really

pay off bandwagon pressuring is when you

convince consumers that

everyone is doing it you convince them

that they need that product because the

masses are buying into it

and they shouldn't be left out however

if you overdo this technique

it could really have a negative effect

on a viewer

express used the term don't miss out

which you'll often see in this technique

when advertising their 2014 rewards card

i've mentioned storytelling in this

video already and with how powerful it

can be

i want to focus solely on it for a quick

second

first and foremost storytelling relies

on many of the techniques already

covered in this video

it takes several techniques to become

one influential

message the point of storytelling is

producing a message that consumers can

relate to

it can even be done without words in

fact some of the most powerful stories

are told with music

and images alone that's exactly what

lacoste did in one of

their ads no voices no words just

strong imagery from beginning to end

telling the story of two strangers

becoming oh so much more

social media continues to grow as a

platform for advertising

and as is the case more and more

advertising techniques continue to

emerge

you'll often see case studies where

brands have individuals use their

products and write a blog on their

website about their experience

testimonials also fall under this

category and actually what you'll see

the most often when scrolling through

facebook instagram or twitter is social

badges

companies share their accomplishments

and ads to show their expertise

just like nature may did here after they

produced the first ever gummy vitamin

usp certified for purity and potency

if your audience is similar to that of

say star wars

the fantasy technique could be a viable

option by using associations the fantasy

technique

takes something we've seen in television

or maybe read about and it brings it to

life in an

ad think sasquatch in the brief jerky

commercials

for most of us it's a fantasy coming to

life for others

well the search continues now click the

link above to see another more extensive

example of air new zealand

bringing all of our wildest fantasies

into one

safety video

for companies looking to explain to

viewers more about who they are

an animated video could be a great

tactic

animation and motion graphics continue

to grow in the advertising realm

they grab attention very quickly but can

also be pretty short in length and as

entertaining as

you please oreo actually put together a

number of animated commercials not long

ago

if you're looking for any examples to

check out yourself and

if you're not sure where to begin when

creating animations

visme has a tool to make it easy for you

in a slideshow

that can be featured on your webpage or

your blog

artificial reality has grown with

technology in recent history

and it's made its way into advertising

you may also hear it called covert

advertising and that's just because it's

not necessarily selling a certain thing

but rather providing brand awareness

ikea allowed their customers to go

into their app and place items from

their store into a customer's home

of course it was through the phone's

camera and augmented reality

but it did give viewers an idea of what

a piece of furniture would look like

in their own home if you're interested

in checking it out

click the link above

and lastly as social media takes over

the world

social media influencers have become

very popular

these are individuals with massive

followings who work with companies to

promote their product

oftentimes the company will send them

their products in exchange of a post

tagging that company this makes their

following at least see the product and

likely interact with their brand

influencers will either receive

compensation or receive those products

for free and

believe it or not micro influencers

exist as well

these are those with much smaller

followings but their engagement and

success

could be even greater and that my

friends

is a wrap i've covered 23 techniques now

some of which you'll want to consider in

each of your ads like coloring

composition

or others may be directed towards just

one specific

ad i have one final tip for you remember

to research and understand your audience

know

their wants and needs heck know their

wants and needs even better than they do

and when it comes to beginning your

design don't forget visme is a visual

design tool for tasks

just like this you can create ads from

pre-designed templates with all the

fonts

colors icons and graphics you could ever

ask for

that's going to do it for me for now

i'll be back soon with more videos made

for helping you conquer what seems like

the most

challenging design tasks our channel

already hosts a number of videos so

if this video helped you make sure you

subscribe to our channel to see just how

else

we can help for now good luck with your

ads and remember i'm mike plogger with

visme

helping you make information beautiful

you