Advertising budgets are growing, and the attention of customers, who are the target of advertising efforts, is ‘atomised’. Because of the overabundance of information, users stop noticing and reading what we want to convey to them. Suddenly pop-up banners exacerbate negative associations. For this reason, users may subconsciously avoid all advertising.

Banner blindness is a psychological feature of perception and a phenomenon in which users ignore banner adverts, seeing them as part of web design rather than as adverts. How to break advertising patterns? And what non-standard but honest (without manipulation) solutions attract users' attention?

The first and most important thing is that advertising should be aimed at a specific target audience: its interests, values and problems. If a dropshipping site specialises in inexpensive and mass-produced goods, advertising exclusive brands will look inappropriate and may scare off the target audience looking for affordable offers. HLTS Co. Ltd offers you interesting approaches to make your advertising more visible and effective.

Content that does not have an advertising gloss - UGC content (User-Generated Content), user-generated content, any user interaction with a product (brand) can be effectively used in advertising. People trust other people, 84% of shoppers read online reviews before making a purchase. Understanding how consumers respond to advertising and which communication formats inspire trust is crucial to the success of a dropshipping business.

When preparing banner adverts, use content from real customers in part or as ideas, their:

• testimonials
• reviews
• comments
• photos and videos

The human brain automatically highlights extraordinary visual solutions, anything that looks absurd and seems irrational. The contrast of seemingly incompatible elements attracts attention. Mixing paradoxical elements in advertising helps to create a unique brand image that is memorable and evokes an emotional response.

Experiment with different creative combinations (A/B testing) to determine which images resonate most strongly with your audience. Even if the images seem absurd, they should remain logical and not overwhelm the viewer, according to the managers of HLTS dropshipping company. The optimal combination should be unexpected but understandable. But! Do not abuse this technique to avoid losing the trust of the audience.

An abundance of bright colours and animated elements is most often associated with spam and intrusive advertising. Use two or three contrasting colours to make the ad block noticeable but not annoying.

Exaggerated images or descriptions help to vividly highlight the unique features of a product, creating a memorable image in the mind of the consumer. In advertising, this is realised through visual effects and text, where common product characteristics are magnified or reduced to the point of absurdity to emphasise its properties.

Define the unique features of your product, HLTS company experts advise. Use hyperbole to create funny and witty advertising messages. But make sure that the humour does not turn ridiculous and does not distort the true qualities of the product. Use visual or semantic associations to explain the product without unnecessary words.

Videos and photographs taken from the perspective of an observer create a sense of involvement, the illusion that the viewer is witnessing something private and secret. This effect evokes a sense of involvement, as if the viewer is involved in what is happening. It helps to create an atmosphere of intrigue and interactivity, where the user feels like a ‘peeker’ and not just a passive viewer. This approach is especially effective in social networks and online platforms where emotional connection is important.

The F-pattern is built on the natural order of browsing text pages: a person ‘scans’ a website page in an F-shaped trajectory. The lower the gaze descends, the more attention is focused on the blocks on the left side of the page. Make the banner design similar to the main content so that it looks natural to the user.

The human brain selectively processes all incoming information, highlighting, above all, familiar images, sounds, words and phrases. According to a Harvard Business Review study, visual associations can increase the memorability of an advertising message by 60%. Use associations in ad campaigns, banners and videos, creating a unified visual message that is easy to remember.

HLTS Co. Ltd recommends tracking the engagement and clickability rates of online adverts: the advertising message should be clear and easy to understand so that the user understands what the advert is about.