Awesome book promo stick figure

This promo for Tim Urban’s What’s Our Problem? is a masterclass in visual focus. It’s minimal, funny, and instantly recognizable as Wait But Why. The heatmap shows exactly how the design sucks you in: first to the orange blob guy, then to the title, and finally to the author credit.

Why It Works

• Simple design = no distractions
• Strong contrast (orange on cream) grabs attention
• Centered character pulls the viewer’s gaze
• Familiar stick-figure style builds instant brand recognition
• Eye path naturally leads to the important info

Real-World Examples

• Apple ads: simple product-on-white draws instant eye focus
• Nike’s “Just Do It” posters use one bold image + minimal text
• Oatly packaging: hand-drawn typography and offbeat humor for quick recall
• Basecamp homepage: open layout guides eyes straight to the CTA