Visual Impact Analysis (VIA) for Charitable Campaigns
So, you’ve got the design covered. Everything looks great and your boss signed it off with a smile. All’s good with the world.
But, how do you know your design is going to do its job? How do you know the person who picks up the print – who looks at your website – who’s on the page where your key fundraising messages and calls to action are displayed – how do you know they’re actually looking at your design or messaging as you intended?
It’s an age-old problem. We design in order to communicate more effectively and to drive an action, but how do we know it works? And if it’s not working, what do we need to improve?
The great news is, we can now apply science to the problem.
Using our Visual Impact Assessment eye-tracking tools, we can analyse where people’s gaze is drawn – helping you to understand:
Impact assessment at work - optimising a People's Trust for Endangered Species direct mail piece
Here’s some key points about VIA:
We can assess and optimise donation forms too
We can provide analyses of all your designs – so you can adjust the design and re-test until you get the impact you’re looking for. That analysis includes heatmaps that show which areas are getting the most attention and an understanding of the likely path the eye will follow across your designs.
You can zone in on specific visual elements too and we’ll provide scores showing how your areas of interest perform as well as multi-page pdf reports summarising all your visual attention analysis scores.
We can also work with your design and fundraising teams to improve your campaigns at the creative and design stages before you go to print, giving you every chance to maximise returns on every penny spent.
To find out more about VIA or to request a sample, please get in touch with your Webmart contact – or fill out our form and we’ll get a member of our partnership team to give you a call.