The creative team’s responsibility is to catch the attention of the reader and to keep the reader on page as long as possible. They must create segmentation within a design to single out important content; such as a call to action, or a new idea. Additionally, the design and concept is the glue that holds a strategy together and creates unity within a multilevel campaign.
Creative is an art and a science. Using colors and layout, creative forms a concept that is pleasing to the eye and arranges content in a format that flows evenly and is easy to follow, which is paramount in the art of persuading a reader to engage. But’s it more; a good creative evokes the use of color and design to affect the parts of the brain that influence decisions. Neuroscience has been studying the effects of color and design on the brain for years. There are thousands of experiments using electronic technology that measures the brains response to different creative stimuli. The Digital Marketing Shop is tuned into Neuromarketing, giving us the opportunity to disseminate the research and incorporate the conclusions into a campaign’s creative, making it a very effective tool for engagement and conversion.