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Animation Principles. - Advertising, Banner Ads & Animations. Feedback from last week. Please STICK to the conventions of webpage design – many of the designs DO NOT LOOK like WEBPAGES. Consider the impact of the imagery and language you use. Don’t underestimate the audience.

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Animation principles l.jpg

Animation Principles

- Advertising, Banner Ads & Animations


Feedback from last week l.jpg
Feedback from last week

  • Please STICK to the conventions of webpage design – many of the designs DO NOT LOOK like WEBPAGES.

  • Consider the impact of the imagery and language you use.

  • Don’t underestimate the audience.

  • Be careful about sizing & spacing – it’s not a childrens book. Again, look at the proportions used (of navigation to content) on existing webpages.


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Animation & Advertising

  • Advertising – AIDA principle:

  • Awareness – get their attention

  • Interest – say something relevant to your target audience

  • Desire – create a need for personal investment, or instil motivation

  • Action – initiate change


Look at other nfp campaigns anti smoking l.jpg
Look at other nfp campaigns:Anti-Smoking

  • We want you to be aware of the fact that smoking damages your heart and arteries. The message is clear - if you smoke you risk clogging up your arteries.

  • And every single time you pick up a cigarette we want you to remember this fact.

  • Our campaign is based on extensive research with groups of smokers to find the most effective approach to making the link between smoking and coronary heart disease.

  • As a result of seeing this approach, some smokers who took part in our research groups have already decided to give up cigarettes.

http://www.bhf.org.uk/smoking/ut_campaign.asp


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Types of Advertising on web

  • Banner Ad (Flash or GIF file).

  • Positioned ‘above the fold’, beforescrolling.

  • Limited emotional impact due to scale.

  • But can still possess shock tactics, intriguing copy, humour, surprise etc.



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Statistical Success of web-based ads

  • Measured in ClickThroughs – each time a person clicks on a banner ad.

  • Average banner ad is clicked on only 0.4% of the time.

  • Traditional direct mail = 1%-1.5%(see www.iab.net)

  • So the pressure’s on to make a banner ad have some punch, to get noticed….


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Rich Media Advertising

  • On-line advertising that involves dynamic movement outside the banner – intruding on actual page.

  • Could include video and sound also

  • More reading about Rich Media: http://www.doubleclick.com/us/knowledge_central/documents/research/dc_richmedia_0307.pdf


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Florida Citrus

  • Florida Citrus Case Study – available at www.iab.net/creative/richmedia.asp

  • Increases in awareness, likeability, purchase intent.

  • 77% more memorable than the average web ad.


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Types of web ads

  • Expand Banner – rollover it and it expands

  • OverLays – overlays over the webpage

  • Interstitial – appears between webpages

  • PopUps – appears in separate pop up window

  • www.tangozebra.com


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The Banner Ad

  • Needs to LOOP

  • Needs to include the phrase ‘CLICK HERE’

  • The word ‘FREE’ increases click-through…but clever use of image or text will help.

  • Consider Size of Images – have to have impact!


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Formal Properties…

  • Is it legible?Needs to run slowly and be short – allow people time to readIs the text big enough to glance at?Needs to pause at end for URL and call for ‘action’.

  • Is it readable?Are elements consistent, does space guide the eye around – is there an area of focus?Use grids


Does your banner l.jpg
DOES YOUR BANNER…

  • A. Use intrigue/shock/humour to catch the users attention – either through clever copy or image?

  • I. Speak directly to the target audience?

  • D. Help the audience to appreciate the personal benefits of your message

  • A. Lead the way towards changed behaviour?


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Working from Storyboard to Flash

  • Keep it simple – simple animation routines

  • Simple, short phrases for text

  • Keep it consistent

  • Building up your movie using simple tweening….


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