Design rationale for native advertising
Brand Messaging
- Core: creative design, emerge implies coming into form (creation, creativity)
- Concern: trust, used a synonym: confident
- Solution: optimize, analysis indirectly implies optimization, engaging alludes to user engagement which is an optimization metric and user experience goal, level implies a measured scale
- Desire: competitive advantage, best-in-class, get ahead
- Want: growth, get ahead of the curve (growth curve)
- Twist: Not Web design
- Hype: exclusivity, college application motif, graded on a curve, class, test, apply
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Visual Gestalt
- Motif: #TurnRight (confidence because it’s right)
- Context: implies a confident designer because it’s unconventional, right turns change the message (nuanced, complex)
- Attention: challenging visuals, unusual orientation, interesting background motion, extreme scale and offset logo, eureka moment after you turn your head (blurry headlights become recognizable), a lot of logo abuse
- Trust: intelligence, layout sophistication, because-I-said-so design style (must be good because it took me a minute to “get it”)
- Symbolism: right turn (correct turn; positive change of perspective), multi-dimensional, “engaging is the key” to unlock the message
