We designers have high aesthetic standards. This applies not only to the corporate design of our clients, but also to advertising material such as advertisements, landing pages and the like. Every day we look for new design trends to see what is hip right now. We want to provide our customers with contemporary and stylish advertisements. And that is also important! But much more important is that the ads actually work. Because advertising is very important for companies. Without advertising the products cannot be made known and sold.
But for customers to really want to buy the advertised product, attention must be drawn to it. Good advertising must therefore draw the customer’s attention to the product and arouse in him the desire to buy the product at all costs. Ultimately, the customer must act and buy. There is a model for this type of communication. The AIDA principle, which some of you may know or at least have heard of.
What is the AIDA principle?
The AIDA principle is probably the best known model in marketing. It was developed in 1898 by Elmo Lewis, an American marketing specialist. The AIDA model describes the four phases that are necessary in a product advertising campaign in order for the customer to actually buy the product. The AIDA model is still one of the most important theories in marketing today.
How exactly does the AIDA principle work?
The model is very simple and not very complex. It is based on the four phases “Attention”, “Interest”, “Desire” and “Action”. The initial letters of the individual words finally form the term “AIDA”. If the words are translated, they mean “attention”, “interest”, “desire” and “action”.
According to the AIDA principle, advertising must first attract the attention of potential customers. If advertising, no matter what type of advertising, does not succeed in generating attention, it is not effective enough. There is then a risk that the product will not be sold often enough. This is where creativity is needed to ensure that a poster or television advertisement attracts attention.
If potential customers have become aware of the product, the interest must be aroused. This includes all measures that lead to the customer’s closer involvement with the product. The initial attention should give way to genuine interest in this process.
If customers are interested in the product, the advertising should subsequently create the desire to actually buy the product. The advertising must therefore be designed in such a way that a customer is not only interested, but actually wants the advertised product.
Ultimately, an advertising measure is only good if the customer actually acts. This refers to the purchasing process. Customers should actually buy the product they want in the end. If an advertising measure manages to get a customer to actually buy the product, it is successful and fulfils the criteria according to the AIDA principle.
For me, the AIDA principle is a very good guideline to design a communicative strong advertising. This applies to individual ads as well as to entire campaigns.
Do you know any good examples from advertising where the model has been excellently implemented? I look forward to links and comments.