Advertising psychological process cognitive Journey: preemptive attention

Commercial today, advertising is full of our lives. In the Internet world, is also full of a variety of advertising, one of the most popular when it is banner advertising bar.

Psychology has a cloud, human development and external stimuli are closely related to the human brain at all times in the cognitive field to respond to stimuli, and advertising as a stimulus, is no exception. This article is to analyze the advertisement from the psychology angle, through the analysis of the impact of advertising on the psychological level of the audience, put forward suggestions: what kind of advertising, how to adopt the method of expression, not only can achieve the expected effect of advertisers, but also meet the audience aesthetic standards, adapt to cognitive fluency and enhance the audience experience.

According to the process of human psychological cognition, the awareness of the stimulus-advertising, including the following steps: First, the presentation of advertising (stimulus) will cause people's unintentional attention, unintentional attention means that there is no predetermined purpose in advance, do not need to make the effort to pay attention; second, if the ads meet the needs of people interested, You can enter the second stage of the psychological response, which is unintentional attention to change into intentional attention, and then, after intentional attention, the information will continue to be in the memory and thinking stage of deep processing, resulting in memory, imagery and association, this stage if the use of appropriate skills to design advertising profiles and writing, Help to persuade consumers to increase the recognition of advertising; The final stage is the emotional response of people through information processing and the final decision to decide whether to make the action of clicking Ads.

Did not expect a small ad in an instant through the brain, there is such a complex process? In fact, the human brain has a very strong organizational, cognitive process seems to be complex but very stable and methodical. So let's start this wonderful cognitive journey together.

Advertising psychology contains the following processes: Unintentional attention → deliberate attention → enhance the effect of persuasion (memory and reproduction, imagery and association) → Emotion and decision-making. As shown in the following diagram, this article starts with the first step (unintentional attention):

On the Web page advertising banner How to preemptive, through unintentional attention hold people eyeball?

Cause unintentional attention to have two conditions: first, the characteristics of stimuli, one is the main state. We can design banner by improving the characteristics of stimuli to make ads stand out from plain pages.

First, the characteristics of stimuli include three aspects: the intensity of stimuli, the contrast between stimuli, the activity of stimuli and the neo-heterosexual.

1, the intensity of the stimulus

Performance in banner design, mainly include: Key font size Large + bold, focus on font color eye-catching, strengthen the key content.

(1) Key font size Large + bold: Emphasis on the number 50 and 80

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(2) Key font color eye-catching: The whole city is in love with people's eyes

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(3) Strengthen the key content: Spring Festival as the main content should be at a glance

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2. Contrast between stimuli

In the design, background saturation and brightness is low and background is simple

(1) Background saturation and low brightness

In order to highlight the focus of the banner in the important position to choose a higher saturation color, resulting in a clear visual center, and in order not to interfere with the user's reading, background color is recommended to use saturation and low brightness color, highlighting the focus to avoid visual fatigue.

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