Banners can be dynamic and static, adapt to the The picture should not be screens of users’ devices or not change their size. It all depends on the chosen format.
How to choose images for contextual advertising: basic principles The picture should not be
An attractive image increases the clickability of an ad. Of course, everyone has their own concept of beauty, and you can’t please everyone. But it’s worth following a few basic principles:
- Quality.
- Relevance.
- Metaphors as a tool.
- Persons and The picture should not be characters.
- Contrast and recognition.
- Variety.
File quality is also a sign of beauty The picture should not be
The image must be clear. Any ripples, blurriness, defocus, distortion of proportions and other interference create an unpleasant impression and affect the CTR.
The image resolution must allow it to be scaled to all advertising module formats, so it must be prepared for the maximum required photo size.
Not familiar with the art of photography? Use the manufacturer’s photos
Amateur photos “on a phone” are certainly trendy now. But they are good for social networks, and even then – not for every account. It is better to do product photography professionally. It is not necessary to order photos of all products from an expensive photographer. But you need to set up good lighting and take contrasting, undistorted images of your products. If this is not possible, use a photo of the manufacturer.
Matching the search query and the advertising campaign objective
The picture should not be misleading. Its purpose is to illustrate the subject of the advertisement. Any declared materials, models, characteristics should not be replaced by alternative ones: wooden houses remain made of wood, patchwork tiles are not replaced by mosaics, and so on.
Two chairs for the price of one? Reflect this in the illustration
If your goal is to popularize the brand, you can make its logo burkina faso business email list part of the composition (but no more than 20% of the total image area).
Metaphors and associations – what to do if there is no specific object
The task of selecting images for advertising services is more difficult. In this case, you can show a process, result or associative picture: a flying plane – for ordering airline tickets, brushes and paints – for a drawing course, a group of children – for a development club, a crowd of clients – for promotion services. For completely abstract services, you can choose some metaphor and “hold” it constantly, using different images.
For example, growth charts are often used for internet marketing services.
Lifehack: If you use metaphorical images that are use different content formats blog posts difficult to directly associate with the brand, use brand book elements to increase recognition. For example, always add a background in the corporate color, a fragment of the logo or a mascot (character) of your brand.
The people in the frame are familiar and strangers
Often, a close-up face is used as an advertising image. This technique is justified if the person is known to the target audience – they trust him. If the brand has an evangelist or ambassador – a person whose face is associated with the brand – his photo can be used in advertising. Of course, with the permission of the person.
Strangers offering repair, cleaning, tutoring, etc. services can cause mixed emotions. You are shown a cute girl in an advertisement for a cleaning company, and tomorrow there will be some kind of “Aunt Valya” with a mop on the doorstep. So the images on photo stocks need to be fairly realistic.
To get a positive response from an unfamiliar face text services , it is worth “packing” it into a story. The scenes in the photo repeat familiar scenes from life. People associate themselves with the characters and want to experience the same emotions. Such pictures are a classic option for illustrating an advertising message.
When editing a picture with a character, it is worth remembering another rule: the observer’s gaze most often goes where the character is looking. So it would be better if he looked in the direction of your ad. Another good option is a direct look into the observer’s eyes.
Life hack: if there are no inscriptions or recognizable contours on the picture, you can simply mirror it.