Common material design, how to move towards excellence

Many people may feel that material design is a very common and basic work, so they do not have much sense of achievement. But what? In fact, there is a lot of learning, and good design in fact can greatly enhance the material of the click and transformation, so as to directly bring benefits to the product. And our previous material has been mediocre, but, recently from the data, it seems to have been a small increase, then, what is the secret? Next let me explain for you in detail.

Let's take a look at the process of material generation.

As we all know, there are 4 layers in the process of material design: Planning layer, design layer, execution layer , reflection layer. And in the usual, we just focus on the design layer, that is, copy, content, visual design. And that's one of the key reasons for the mediocrity of our material design: our lack of prior planning and the lack of research on the user, and not focusing on the launch strategy (time, duration, location), and after the launch is not timely monitoring data, not timely to reflect. In this way, day after day, we blindly continue to do. Although the quality of the design of large companies is certainly not too bad, but we are always far away from excellence.

How to make material design from excellent to excellent? Let's take a look at four levels separately:

First, the planning layer of ternary element

The planning layer is the basis of material design, and good planning is half the success. The planning layer contains three elements: public interest (to cater to the content of the public taste), product population (product crowd characteristics, preferences, etc.), put the environment (the crowd characteristics of the placement, preferences, etc.). Obviously, the higher the coincidence degree, the more successful the material planning.

The understanding of these three is based on daily accumulation and research. Understand the user, understand your product target crowd, understand the placement of the crowd characteristics, these need to work harder at ordinary times.

Planning Layer--public interest

How to find public interest? Here is a way to learn. Welcome more ideas.

"New" mainly refers to the recent popularity of some hot and spoof image, for example, last year's popular "Jiangnan style", "Huan Biography", "Ma Jingtao growl", "Herkang", "comic" and so on (due to the contents of the early collation, the example may be slightly outdated), there is just the right to meet a holiday, These can be used to make a fuss, such as:

The following figure is part of the "Double 12" series of Taobao activities:

"2012 Doomsday" biography of the uproar, many businesses also take advantage of this opportunity to do some promotional publicity.

"old" mainly refers to the combination of some nostalgic elements, nostalgic elements can easily arouse the user's resonance, thereby promoting interest. If it is combined with spoof can also let the user smile.

"Normality" refers to what people are naturally interested in. such as beautiful, erotic, sensitive, can take advantage of, aroused curiosity, and superstition-related, etc. (do not suspect that most netizens are so vulgar).

How to find more of this kind of content? I think it is necessary to persevere to understand and discover the characteristics of Chinese and Chinese netizens. I've seen a video before, called "10 minutes to let you know China", there is a phrase in it: The Chinese are straight but sleek, candid but sophisticated, skeptical but trusting, but less polite, but a little more ethical, but an extreme in the middle, while the United States is thrifty but also fashionable; Contentment but dream of an outbreak, incense and fortune-telling but no religious feeling.

I've sorted out some of the most recent results and found that they are more or less a reflection of the Chinese characteristics.

Of course, this only provides a thought, more "public interest" to be explored slowly.

Planning Layer-Product crowd

We will do a more detailed user research on each product to understand the characteristics of the product population. The content includes the user's gender, age, career distribution, income, usage scenarios, and so on. If there is no condition to do research, you can also through the form of brainstorming, to determine the product of the use of the crowd is probably a situation, so that future design can be more targeted.

Planning Layer--launching environment

Product crowd and placement of the crowd more matching, the effect of natural better (as shown below). To make it easier for everyone to understand, the figure below is just a simple gesture. In fact, many things are obvious and do not need to be in such a complicated way. For example, in the female channel to put cosmetics advertising, certainly better than in the military channel to put cosmetics advertising effect.

Some are not so easy to determine, and can be used in this way of comparison. For example, in the "Dahua West Tour 2" in the investment car insurance ads, the effect is good? We can test the http://shu.taobao.com/in the Taobao index.

Obviously, from the age can be seen, the two sides basically do not coincide (Dahua West Tour 2 users concentrated in 18-24, and auto insurance users concentrated in 25-29). So the advertising effect must be bad.

The public interest, the product crowd, the launch environment separately explained, next we looked again 22 coincide the situation.

Planning Layer-Public interest & product crowd

To achieve public interest and product mix, in fact, is to find the product target people interested in what. Last year when the car insurance material, we found on the Taobao index, in the automotive supplies the most popular keywords are "car, electronic dog, car cushion", so at that time NetEase insurance on a "buy insurance to send electronic dog" material (pictured below). This material is the best in all materials of the same position in the month.

As you can see, knowing what your target audience is interested in is more likely to improve the quality of your material. If you can put it in the right place, the effect is self-evident.

Planning Layer-Product crowd & launch Environment VS. Public Interest & Launch environment

As has been said before, the product crowd and placement of the crowd more matching, the effect of natural better. For example, a car advertisement on a car channel might be better than a car ad on a woman's channel. Because the target crowd of the car is the same as the target crowd of the car channel, it is the person who is interested in the car.

And what about the public interest and the placement environment? For example, in the car channel with the electronic dog-related material, should be good effect.

What will be the outcome of these comparisons? Last year we happened to be in the same time period, the same put in the environment two health Products direct mail, we can see the contrast effect.

This direct mail on the left highlights the health care products, and the direct Mail on the right highlights the elements (stories, comics, affection, etc.) that are of interest to the public. The result is obvious: the left side of the direct mail click Low, high conversion, while the right side of the direct mail click High, conversion Low.

Visible, the planning layer of ternary, "product crowd" and transformation, and "Popular interest" and click Related. and "Put the environment" is the necessary conditions (material to do again good, do not put always meaningless bar). In the material to get straight to the display of your products, to ensure that the click of the person is really interested in the product, so the conversion rate is naturally high. And in the material to show the interest of the masses, click High, conversion is not high (the so-called "title Party" is this meaning).

The combination of ternary element in planning layer

Is it possible to combine the three to ensure that the clicks and transformations are ideal? Let's take a look at the following example.

This is the Le bee net once a topic head map, at that time, "Huan Chuan" swept the country (public interest), by the love of female audiences; the theme is essential oil, and "Huan biography" in the plot indeed many mention and essential oil similar spices (Public interest & product crowd), put in to sell cosmetics mainly, A large number of female users of the Le Bee website (Popular Interest & product group & Launch Environment). I think this is the case of a more typical ternary combination.

Three-element combination form list

Based on the above, we can come up with such a table:

It can be seen that when the combination of ternary elements, the click of the material, the second is that when the product group and the delivery environment combined, the click is not high, but the conversion is high, so this is still the recommended way; again, when the public interest and the putting environment are combined, click High but convert low (like the title Party), This is a less recommended way; Of course, the worst is the lack of delivery, neither click nor translate.

This means that we have to design a good effect of the material, we should pay attention to the following points:

1. Understand the product target crowd, the placement of the target population with the relevant

2. On the subject, try to be interested in the target population.

3. To get to the point of highlighting products, so that users can see that you are propaganda or something, too dim effect is not good