How To Create Advertising That Sells - David Ogilvy Ad
This is the classic Ogilvy & Mathew Ad. Ironically by giving away all their secrets they ended up making a ton of money off this magazine and newspaper ad!
Red areas are most likely to attract attention, followed by Yellow/Orange areas, and Blue areas. Areas that have no color overlay are unlikely to attract visual attention.
The Regions Report graphically represents the likely distribution of visual attention during preattentive processing
Any area or object that is identified as one of the first 4 predicted fixations is highly likely to be noticed at first glance, regardless of its 1, 2, 3, or 4 order.
The Regions Report graphically represents the likely distribution of visual attention during preattentive processing
Any area or object that is identified as one of the first 4 predicted fixations is highly likely to be noticed at first glance, regardless of its 1, 2, 3, or 4 order.
Image Description
The image is a heatmap overlay on a classic Ogilvy & Mather print ad titled "How to Create Advertising That Sells" by David Ogilvy. It uses red, yellow, and blue to indicate areas likely to attract visual attention.
Positive Aspects
The heatmap effectively illustrates which parts of the ad grab attention, providing a visual guide to understanding Ogilvy's advertising principles. It highlights the title and key sections, demonstrating how color and layout influence reader focus.
Key Takeaways
- Attention Zones: Red areas in an ad capture the most attention, followed by yellow and blue. Use these insights to design more engaging ads.
- Visual Sequence: The first few visual fixations are crucial; ensure they land on important information.
- Design Insights: The ad's color and layout guide readers naturally, a testament to Ogilvy's mastery of visual communication.
Additional Insights
David Ogilvy's approach of sharing "secrets" in advertising is a brilliant strategy. By educating readers, he not only built trust but also showcased his expertise, leading to increased business. It's a classic example of giving value first to reap long-term benefits.
