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- Theres a lot of science behind some of the most successful advertising and marketing campaigns of our time. Its science thats led to a few techniques marketers are using that you probably didnt even notice. The first technique youre probably not noticing is the physical placement of words in an ad. My research shows that rational messages, such as a health claim like in this ad for granola bars, work best when placed at the top of an advertisement, while emotional messages like [? this ?] work best when physically placed at the bottom. Similarly, emotional messages like hope in the iconic Barack Obama campaign poster are also more effective at the bottom off a poster. Marketers are also able to change how you feel about their brands with subtle changes to logo design. For example, logos that convey a sense of motion result in better attitudes towards the brand and hold the readers eye longer. A sense of motion plays a role in using the eye to create a subconscious connection to
