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By Armon Shokravi · April 4, 2025 · Curated by George's Blog
👀 One eye gaze sells 30% more.Can you guess?67% of marketers guess WRONG.Will you get it right?Lock your pick in.📈 THE RESEARCH:According to University of Houston researchers, the direction of gaze in your ad images can boost your conversion rates by up to 30%.BUT...You need to know when to use it.The simple rules for you:👒 LIFESTYLE products- Models should look AWAY from the camera- Lifestyle being anything fashion / experienceScience shows this increases immersion by 19 to 30%Why?Viewers can better imagine themselves using the productEx: Sun hat ads generated 30% more sales with averted gazeVS🛠️ UTILITARIAN products- Models should look DIRECTLY at the camera- This applies to tools, services, and practical products.This increases credibility by 21%Again, why...?The direct gaze strengthens "informational messaging"Just a fancy way of seeing we trust it more.Eye contact builds better trust here.When you're making ads in GPT4o🧵 Save these promptsFor lifestyle products:"Generate [product category] ad featuring model using product while gazing at [landmark/object] with [emotion] expression. Maintain consistent [art style] across iterations. Include aspirational text: '[custom phrase]'"--For utilitarian products:"Create spokesperson-focused ad with direct eye contact holding [product]. Use [corporate color scheme]. Include text overlay: '[key benefit statement]' with [font style]"--P.S. For negative emotional appeals (like public health campaigns), direct gaze performs 41% better by creating psychological distance. The research suggests this prevents viewers from feeling they're experiencing the negative emotion themselves.Helpful? Repost to sharePrompt away ✌️