Creative Best Practices Designed to Sell

| Creative

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.


Jeff Ortegon

Jeff Ortegon is the Creative Director at Undertone, where he leads the PIXL Studios creative team. Obsessed with challenges, he works day-to-day on curating and executing ideas in order to refine and improve them. Jeff has a passion for bringing ideas to life in surprising, innovative and, ultimately, effective ways that move people to feel differently and act accordingly. Prior to joining Undertone, Jeff held several positions at world-class creative agencies including MRY and mcgrarrybowen, where he created on-brand, on-strategy compelling creative for many Fortune 500 brands.


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