Eye catcher
The eye-catching , eye-catcher , respectively eyecatcher is in advertising and all visual media, a graphic or text element that the attention is to draw the viewer in a certain (advertising) message. Pictures or pictograms , but also striking slogans in eye-catching typography, are used as eye- catchers , which aim to achieve an orientation response to arouse attention.
The eye-catcher is commonly used in the range of goods and services of modern companies, as its effectiveness has been proven and a brand with the right eye-catcher can creep into the consciousness of users over the long term.
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The reader's attention is attracted in several ways:
- immediately through eye-catching motifs such as an unusual photo, a conspicuously large headline or the representation of sexual attributes ( sex sells )
- The reader's viewing habits are thwarted:
- Irritation: Consciousness often triggers a conflict in the cognition of the viewer, for example when a winter tire from a bikini beauty is presented against a snowy backdrop; it is precisely this conflict that reinforces the effect of the eye-catcher, because the viewer involuntarily deals with the representation.
- Combination with trademarks: In contrast to the eye-catcher, there is a trademark or symbol, which is intended to make it easier for the consumer to identify in the product range. In general, such a symbol can be particularly easily embossed in the customer's visual memory with a corresponding eye-catcher.