Testimonial Message to Vignette Balance
The strategy for this ad was to use imagery to stop the eye passing on the right side of the page to draw the reader into the testimonial content. The ad real estate had to be monitored closely to fit all the content while presenting the products as clearly as possible.
Testimonial Message to Vignette Balance
The strategy for this ad was to use imagery to stop the eye passing on the right side of the page to draw the reader into the testimonial content. The ad real estate had to be monitored closely to fit all the content while presenting the products as clearly as possible.
Challenge
This piece’s challenge was to present a long testimonial in a design that was inviting and pleasing. Being presented on a right-side page, initially the piece had the testimonial on the right but then it was determined this would not “stop the eye” and in fact might encourage the reader to flip past the ad faster so the animal image was positioned on the right. The vignette strength also had to be carefully adjusted to balance with the other elements.
Solution & Impact
Testimonial content is some of the most compelling in terms of conversions but can also be challenging to engage readers especially without visual elements.
Results
Strategy success was measured by:
- Social media mentions
- Third-party paid search engagement
- CTR from media source
This collateral performed so well it was used repeatedly.
Challenge
This piece’s challenge was to present a long testimonial in a design that was inviting and pleasing. Being presented on a right-side page, initially the piece had the testimonial on the right but then it was determined this would not “stop the eye” and in fact might encourage the reader to flip past the ad faster so the animal image was positioned on the right. The vignette strength also had to be carefully adjusted to balance with the other elements.
Solution & Impact
Testimonial content is some of the most compelling in terms of conversions but can also be challenging to engage readers especially without visual elements.
Results
Strategy success was measured by:
- Social media mentions
- Third-party paid search engagement
- CTR from media source
This collateral performed so well it was used repeatedly.
Lighting Angles on Multiple Layers
This image was constructed with a sunglare layer, a sun layer, a mountain layer, a cloud layer and a flower layer behind the dog.
The challenge then became to correctly align lighting to all the elements.
Lighting angle was edited to align from the top right to the bottom left in a subtle strategy to point as many elements toward the testimonial messaging as possible.
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