The way our brains process information is a marvel of neuroscience. This knowledge can provide practical insights for advertisers, marketers, and content creators, especially in terms of how to effectively design to maximize ad engagement.
For decades, advertisers have known that ad layout plays a crucial role in capturing attention, but only recently has research revealed why certain layouts are more effective than others. Following the traditional newspaper rule—text on the left, imagery on the right—can significantly improve how viewers perceive and interact with ads, making them more memorable and persuasive.
By understanding the neurological principles, advertisers can craft layouts that take full advantage of how our brains are wired to process visual and textual information differently.
The Science of Left-Brain and Right-Brain Processing
Understanding the science behind left-brain and right-brain processing can significantly influence the ad’s design and messaging when crafting effective ads. The left brain is traditionally associated with analytical, logical, and sequential thinking. It processes information in a detailed, linear manner and favors facts, data, and structure.
For ad creators targeting left-brain processing, ads should focus on clear information, straightforward calls-to-action, and structured layouts. For instance, ads that highlight features, benefits, or technical details of a product tend to appeal to left-brain thinkers, as they rely on factual data to make purchasing decisions. Using bullet points, numbers, and concise text can enhance left-brain appeal, making the ad easy to understand and digest quickly.
In contrast, the right brain is associated with creativity, emotional depth, and intuitive processing. It processes information holistically, responding strongly to visual stimuli, storytelling, and emotional cues.
Right-brain-focused ads rely on vivid imagery, colors, metaphors, and storytelling to create an emotional connection. These ads resonate with consumers on an instinctive level, encouraging impulse purchases or fostering brand loyalty.
Incorporating visuals, music, or even humor can strengthen the appeal of right-brain-targeted ads, as the audience connects with the brand through emotional pathways.
Crafting an ad that balances both left- and right-brain elements can maximize effectiveness, appealing to both types of thinkers and creating a memorable, persuasive ad experience.
When advertisers design ads with these hemispheric specializations in mind, they create a more seamless experience that aligns with natural brain functions. Placing text on the left side of an ad aligns with the left hemisphere’s preference for semantic and quantitative information while placing imagery on the right side leverages the right hemisphere’s visual-processing strengths. This approach can help make ads more compelling and cognitively intuitive, increasing the likelihood that viewers will absorb and retain the information.
The Old Newspaper Layout Rule: Why It Maximize Ad Engagement
The old newspaper layout rule, often characterized by a clear hierarchy, organized columns, and structured sections, remains effective in ad design because it aligns with natural reading patterns and simplifies information processing. This layout draws on the “inverted pyramid” style, where the most critical information appears at the top, with subsequent details following in descending order of importance. When applied to ad crafting, this approach helps viewers quickly identify essential information and encourages ad engagement. By prioritizing headlines, subheads, and visuals, the newspaper layout allows audiences to scan and absorb content efficiently, making it especially effective for ads in busy or crowded spaces, like social media feeds or public billboards.
Additionally, the structured nature of the newspaper layout establishes a sense of reliability and authority, which can positively influence viewers’ perceptions of the ad’s content. This layout style naturally segments information, so ads can incorporate visual hierarchy through typography, color contrast, and spacing, guiding the viewer’s eye in a logical flow. It also minimizes cognitive load, ensuring the viewer’s attention isn’t overwhelmed. In advertising, where conveying a message in seconds is essential, this layout style offers an intuitive, trusted format that resonates with readers by balancing clarity with visual appeal.
The text-left, image-right layout rule isn’t a recent discovery. It dates back to the era of print newspapers, where editors learned through experience and observation that readers preferred this format. While they may not have fully understood why it was effective, the approach proved successful in helping readers quickly understand articles. With today’s research into neuroscience and neuromarketing, we now understand why this rule works so well: it aligns with the brain’s natural processing tendencies.
Digital media, however, introduced new dimensions to advertising. Unlike newspapers, which people tend to read sequentially, digital platforms allow for more interactivity, movement, and even hyper-focus on individual elements. While the core layout rule still applies, it’s essential to consider the added layer of user interaction and attention patterns when designing for digital platforms.
Applying the Rule Across Various Media
1. Television and Video Advertising
In video or TV advertisements, where information must be conveyed quickly and effectively, the left-text, right-image layout can still apply. The placement of text and imagery matters even in motion. If a company logo or textual information is displayed, keeping it to the left of the screen while showcasing imagery to the right can subconsciously aid viewers in quickly processing and categorizing the information.
The approach becomes even more impactful when paired with a compelling call-to-action (CTA) or memorable visual symbol on the right side. For instance, an ad may display text-based information about a product’s benefits on the left while showing a product in action on the right, reinforcing both the practical and aspirational aspects of the message.
2. Billboard and Out-of-Home Advertising
Billboards and other large-format ads have only seconds to capture attention, so clear, immediately engaging content is essential. Placing text on the left side and an image on the right side helps drivers or passersby register the information quickly, with minimal cognitive load.
A classic example might be a campaign for a luxury car, where brief text highlighting a unique selling point (e.g., “Experience Unmatched Comfort”) is displayed on the left while the car itself is pictured on the right. This approach aligns the messaging with the way people are naturally inclined to view and interpret ads, enhancing both recognition and recall.
3. Webpages and Digital Ads
In digital advertising, user behavior data shows that people naturally gravitate toward the left side of a screen for text. According to eye-tracking studies, users’ eyes tend to scan from the left to the right, corresponding with how most languages are read.
When applied to website design, this rule can create a better user experience by placing text-heavy content or navigational elements on the left side of the screen, while images, icons, or visual cues are on the right. This not only makes information more accessible but can also maximize ad engagement. For instance, a landing page might feature product information on the left side of the screen with images of the product on the right, giving the viewer both context and visual representation in a balanced, brain-friendly layout.
Design to Maximize Ad Engagement: Practical Tips
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Identify the Main Components
Break down the core elements of your ad—text, images, icons, and calls-to-action. Determine which parts of the message are best suited for text and which for imagery, then place them accordingly.
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Use Eye-Catching Visuals on the Right Side
Visual elements like brand logos, product images, or lifestyle photos that illustrate the product’s benefits should ideally be on the right. This helps the right hemisphere of the brain process the visual information more effectively.
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Highlight Key Information on the Left Side
Ensure that the left side features the essential information that requires processing, like product specifications, numbers, or any descriptive text. Keeping this information on the left allows the left brain to quickly interpret the semantics, making the ad more comprehensible.
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Align Call-to-Actions Accordingly
For ads where the goal is to prompt immediate action, such as “Buy Now” buttons or “Learn More” links, place these cues towards the center or the lower right corner to tap into the viewer’s natural attention flow.
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Experiment with Animation and Motion
In digital spaces, animation can guide the viewer’s attention effectively. For example, text might appear on the left first, followed by the image on the right, helping viewers process information in the intended sequence. Motion can also enhance the impact of the ad by guiding the viewer’s gaze.
Challenges and Exceptions
While the left-text, right-image rule is generally effective, exceptions and considerations are depending on context. For languages that read from right to left, such as Arabic or Hebrew, reversing the layout may yield better results. Similarly, in cases where ads aim to subvert expectations or capture attention through surprise, intentionally breaking this rule might work.
Further, individual differences in cognitive processing styles mean that not all audiences respond uniformly. Testing different layouts with A/B testing can be highly valuable in optimizing ad designs, especially on digital platforms where data on user behavior can be easily collected.
Conclusion
The layout of an ad is not simply a matter of aesthetic choice; it plays a key role in how the ad is processed and understood by viewers. By aligning with the brain’s natural processing abilities—text on the left, imagery on the right—advertisers can create designs that are more intuitive and effective, ultimately making their messages more impactful. Through thoughtful application of these principles, brands can enhance the memorability, appeal, and effectiveness of their ads across various media, from traditional billboards to dynamic digital campaigns.
Understanding and applying these neuroscience insights helps advertisers achieve their primary goal: to make an impression that lasts. With these layout principles in mind, advertisers can continue to capture attention in an increasingly competitive media landscape.