How to measure creative effectiveness, with science (not guesswork)
Crack your customers’ psychology with salience
Have you ever spent weeks or months toiling over a marketing campaign, just to see it fall flat with customers when it goes live?
“What went wrong?” your team asks themselves, disheartened (and maybe a little tipsy at the office Happy Hour).
You might’ve missed measuring how attention-grabbing your marketing would be in the real world, and figuring out if customers even noticed your message or visuals.
What makes a piece of marketing or a customer experience attention-grabbing?
It’s down to a psychological principle called Salience.
What is Salience?
Salience describes how prominent or visually striking something is. If an element seems to jump out from its environment, it’s salient. If it blends into the background and takes a while to find, it’s not.
Figuring out if a piece of marketing is salient is really about answering these two questions:
- Do people notice our creative?
- Are they noticing the right things?
How Can We Test for Salience?
Salience measurement tools usually take the form of some kind of algorithm that lays a heatmap across an image, like this:
