“Return on investment” is a manager’s term. Understanding it, tracking it, and increasing it are a manager’s job, not a practitioner’s. The designer’s job is to design, to make the product effective and desirable. It’s the manager’s job to make sure money is made from its being desired. And yet, managers continue to ask design practitioners about ROI. When they ask, they aren’t seeking enlightenment. They are expressing their doubts. They are voicing their skepticism. They are building a case against the discipline.
…ce, designers won’t spend precious time decoding a complicated ad. For display or native campaigns, advertisers should keep copy light and simple, serving as an accompaniment to a more interesting or impressive visual piece.
Studies show that our brains react the same to great stories regardless of whether they’re audio, video, or text. However, some audio formats are more effective than others. Perhaps unsurprisingly, research shows that dialogue resonates more with people than voice of God narration.