Digital marketers have a tendency to use people in ads. After all, human faces can add warmth and emotion that helps support an intended tone for a specific brand or product. But there’s one big problem: Using faces can drastically hurt your ad performance. Facing the Misconception Our eyes gravitate toward the faces of humancan also unintentionally alienate certain viewers. Humans are quick to pass judgment on other human subjects, and the Perception Institute explains that everyone holds some degree of implicit bias. Showing faces in ads can perhaps attract specific customers, but because most target audiences include large and diverse demographics, you also run the risk of making an unfavorable impression. An adage that I like to follow when considering target audience is “resonate; don’t alienate,” and more often than not, faces do the latter.
In my years of testing cross-channel ads to billions of impressions at AOL, I quickly discovered that ads with people almost always depressed reader or viewer response. Without fail, ads with no photography or a more neutral environmental use of photography outperformed ones that relied primarily on human faces. 3 Faceless Visual Approaches to Italy Phone Number List Consider for Better Response As it turns out, there are plenty of alternative ways to include visuals in your advertising campaigns that boost engagement across the board. Here are three to help you get started: 1.
Environmental Photography Photography is an important source of effective ads, but be wary of the obvious people-centric route. If you’re advertising a TV subscription service, mix things up from the normal shot of a smiling, popcorn-eating family on the couch. Instead, show the family in the same living room environment with a view from behind to the emphasize the TV experience, ideally with something compelling on the screen. 2. subjects. On first thought, this might be seen as a strategic element: