Aller wanted to ensure that all front pages appeal to the readers and design front pages with greater effect. The challenge in doing so revolved around the lack of knowledge and insights into the right design and proportions of the front page and its elements.Aller wanted to ensure that all front pages appeal to the readers and design front pages with greater effect. The challenge in doing so revolved around the lack of knowledge and insights into the right design and proportions of the front page and its elements.
We decided to approach the challenge by using eye tracking test as a research method in order to measure the potential effects of the visual communication on front pages. The eye tracking test was conducted through personal interviews as well as a web-based survey ensuring the comparability of the results.
Aller Media succeeded in a new way of working with front pages by means of the introduction of new guidelines for front pages with greater impact on catching the eye and hence profit. The guidelines were designed based on the comprehensive eye tracking analysis defining how to design and scope central the elements of a front page.
How can Aller design front pages that appeal to readers with the greatest possible impact and effect?
designing appealing and effective frontpages
Aller Media wanted to ensure that all front pages appeal to the readers. To ensure the appeal of the front pages, Aller needed full awareness of the impact and effects of front pages and how the communication is received.
HOW DID WE APPROACH THE PROBLEM
In corporation with Wilke, Aller Media chose to approach the eye tracking as a research method in order to measure the effect of the visual communication. The eye tracking test was conducted by means of personal interviews in a test center with a standardised setup as well as a webbased survey. This setup ensured that the comparability and benchmarking of the results.
The test can be used on all types of materials, from mock-ups to developed materials as well as across all medias from advertisements, posters, web, displays, packaging etc.
KEY OUTPUTS FOR ALLER
On the basis of the study, Aller Media succeeded in a new way of working with front pages by means of the introduction of new guidelines for:
· Usage of illustration, cutting and backgrounds
· How editorial units are prioritized on the front pages
· The placement of boxes and the number of boxes
· Size and contrast on text
· The design of the front page when the magazine is printed
“Wilke has delivered valuable insights into how readers see and read our front pages, and how we can work more with the visuality of the front pages more efficiently”
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