Undertone’s high impact ads have proven time and time again to drive results for our clients and elicit buyer-intent within consumers. The path to building our one-of-a-kind campaigns is intricate, but our Creative Best Practices serves as a guide that holds us to our high standards and simplifies the creative process.
Our Creative Best Practices are the foundation on which the PIXL Studios team begin when creating an ad. These insightful tips lead them to the realization of a successful campaign that is not only visually stunning but also supports a positive user experience. These insights are derived from analyzing our best performing units; we also pulled from our “Unleashing Emotional Power in Digital” study, which demonstrated the effectiveness of high impact ads in evoking the emotion that drives serious purchase-intent. Undertone’s Creative Best Practices offers a peek into how our unique digital experiences come to be.
1. Use Energy Wisely
There is only a certain amount of energy a consumer will spend on an ad. Don’t make the user work too hard to interact, be entertained or get educated.
2. Be Concise, Be Focused
Provide an intuitive, simple narrative. Feature/functionality overload divides attention, increases frustration, and slows down loading time.
3. Offer Instant Gratification
Consumers prefer to interact quickly, make an impact, and move on. A simple slider is preferable to an unsatisfying game.
4. Entertain, Then Educate
Brief opening animations disarm consumers into learning what a brand has to offer.
5. Set The Mood
Preferably a positive one that will be met with happiness or surprise. A negative reaction is not the worst outcome – feeling nothing is.
6. Design For Specific Devices
Don’t rob the user of a thoughtful, engaging experience. Design for the touch eveng if on a mobile device. If it’s a responsive ad, be sure to change copy and functionality for the appropriate device.
7. Keep Intro Animations Brief
These should not be longer than 3-5 seconds. You risk losing the user’s attention with every added second.
8. Let’s Get Physical
Take physical attributes (like finger size) into account when designing for mobile experiences. Functionalities in close proximity to one another may cause the wrong action.
9. Use Native Smartphone Functionality Thoughtfully
These include shake, tilt, twist, and pan. Limit to 1 functionality and 2-3 frames, with 2nd and 3rd frame being the final frame.
10. Make Calls to Action Visible
The minimum size of a button cross-device should be 80px x 80px. Width can be extended, but 80px height is highly recommended.