I stumbled onto a fascinating list of design tips based on eye-tracking studies.

The studies referred to here focus on Web sites. But there are lessons to be learned for advertising design. Here are few takeaways:

• Text is more fundamental than images. citizens are looking for knowledge.
• You have to design with people’s expectations in mind. Money-making ads aren’t the place to experiment.
• People tend to disregard ads that are obviously ads. The radar goes up. Flying “under the radar”gives an ad a chance to be noticed.
• Simple formats work better than complex formats. Complexity get in the way of clear communication.
• Clear, relevant photos work better than artsy fartsy photos. Real folks relate
  to real society better than pretty faces and visual “concepts.”
• Headlines draw the eye. They are the engine of your copy train. Yeah, I know … duh. But many copywriters and designers don’t get that simple concept.
• Lists hold people’s attention. public love lists. Like that one. They supply lots of info fast.
• Short paragraphs perform better than big blocks of text. Most citizens aren’t strong readers. They want reading to be easy, not hard.

I think every designer should be a student of reading and legibility theory. In case you’re interested, here’s some additional info on reading, legibility, and ad design.

Share This

Orginal post by Dean Rieck