| |
From The Desk Of Marketing Mastery |
Our brain is hardwired to look at faces among all other objects. We can't resist this impulse.
In fact, research has shown that two-day-old newborns orient toward face or face-like configurations rather than toward other, equally complex, non-facial stimuli.
We just process faces differently than objects, and text.
Face processing in humans recruits a complex and distributed neural system composed of multiple regions.
For marketers, this can be an advantage… and a disadvantage.
Because while faces can drive attention toward specific elements, they can also divert attention from the core message you're trying to communicate.
Three Tactics Using Facial Detection
Use faces strategically on your landing pages
If a section of your landing page presents a face, it will be the first thing users will look at.
But is that always what you want? Or do you want visitors to look at your headline first—where you communicate your value proposition?
Most of the time, markers use text and other images to deliver their message. So test to see if the presence of faces increases or decreases conversions.
Gaze cueing
From the moment we're born, we learn to focus on human faces.
And if faces stand out the most for us, eyes are the first thing we look at when detecting a face.
So if you use faces on your website, direct their gazes toward the most important elements on your page, like a CTA button or a form.
And place negative elements, like the price, outside of the gaze.
Use faces to divert attention away from external platforms to yours
According to research, including human faces with averted gaze in advertisements increases the amount of attention paid by users.
Yep, using faces in your ads and banners also works.
And according to one experiment, ads featuring faces got 11x more attention than ads without faces. |
Thank you for taking the time to read this insight.
Marketing Mastery |
unsubscribe | 512 Ave G, Redondo Beach, CA 90277 |
No comments:
Post a Comment