19 Jul Eye Tracking & the Power of Visual Marketing
At our Long Island, New York website design company, we do a fair amount of visual marketing. And, although it might seem like the visual marketing discussion regularly frequents the OTV blog, the discussion is certainly warranted.
The increasing success of visual marketing platforms in the social stream is obvious. Networks like Facebook, Instagram, Pinterest, and many others are dominating because they are:
Easy to digest
Pretty to look at
….among MANY other things.
And while these social networks act on the immediacy of our visual sense, the tactics behind these fairly young networks are quite ancient in the grand scheme of marketing.
So, let’s rewind for minute and remember what, why, and how your business can utilize some simple eye tracking techniques, in your visual marketing campaign.
*Don’t Bombard with Visual Clutter
It should go without saying that visually-appealing images are important to your business. However, there is a fine line between unique, eye-attracting design and “razzle dazzle overkill!”
One of the most commonly flawed design choices of businesses cross-industry is bombarding followers with too much. The problem with too much information is that you detract your fans/clients from making a desired call to action.
Sometimes (like in this case) less most certainly is more, and you definitely don’t want to overwhelm, confuse, and distract your viewers.
*Videos Captivate Attention in Search Queries
It’s common knowledge that we all flock to GOOGLE when conducting research on both mundane and compelling matters. Further, we’re more likely to trust the results yielded from Page 1, especially the first few results. However, SERP heat map studies have proven that individuals are exceedingly more attracted to videos in search queries, even when they weren’t number 1 in the results.
Further, the videos command more attention over regular search listings, regardless of whether they came directly from YouTube or an embedded webpage video result.
*Human Eye Gaze Provokes Strong Directional Cues
Even during infancy, babies show strong and powerful attachment to the gaze of others. You might say that it is an innate quality to follow the path of others’ eyes. As marketers, we can take this natural quality and apply it to design and visual marketing.
Notice some of websites of your favorite brands and most powerful companies. Regardless of whether humans actually appear on the page, there are directional cues for you, the viewer. Whether loud and large headlines, images, or blatantly obvious pointing arrows, the designer has purposefully placed those cues to get you to notice.
*Most Sites are Successfully Browsed in an F-Pattern
The F-Pattern is not just a construct of web marketing, but it applies relevantly in most visual aspects of life. Much like we read from left to right, we often design visual cues and signifiers in a left to right manner, often in the shape of an ‘F.”
In regard to web design, some of the most pervasively used sites adhere to this F-shaped visual. Everything from articles, books, and all-things digital employ this practical browsing pattern. Notice how sidebars are almost always on the left side of a company’s website, and how the focal information creates the rest of the “F” shape. That’s definitely not an accident. The fact that we read from left to right has a huge bearing on this browsing pattern, further explaining why/how the left side of a source get more heavily favored.
*Stop Worrying about Keeping Things “Above the Fold”
Even before digital design, the “above the fold” rule has been a graphic design element communicating that the most important material be placed at the top of the page. However, web designers and many other ‘creatives’ fiercely reject this myth, and we’re here to tell you to reject it as well!
Web analytics and usability studies prove that browsing individuals are not bothered to scroll down a website’s page. In fact, users have shown more of an inclination to scroll when a page is longer. So, use your visual flair throughout the page, because followers are definitely looking for compelling information in more locations than the header of your website.
*Less is MORE with Newsletters
One of the most rudimentary forms of marketing for any business is email marketing. And, while it might be old-fashioned it still certainly serves its place within the greater scheme of present-day marketing. However, the trick to acquiring a captivating newsletter is to keep it short and simple.
Most people scab emails rather quickly, since we get inundated by more junk than gold. But, it is important to keep the reading timetable to no more than a minute. That means that messages must be conveyed within a small framework, only articulating the essential points, and not boring the reader.
Less is more with emails, so stick to the bare essentials.
It is very much so a visual world we live in and the digital world largely dominates even our face-to-face communication. Make the most of your business, your marketing, and employ a visually SMART campaign.