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Mature Adults Gravitate to Vibrant, Single-Image Ads

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Mature consumers prefer single-image advertisements over ads with multi-image collages by a margin of 66% to 34%, and also gravitate to images that show products and lifestyles, according to a recent image-preference survey by Creating Results.

Key findings about images in advertising:

  • Vibrant pictures featuring brighter colors and expressive models trumped subdued images with cooler colors and contemplative models, 65% to 35%.
  • 65% of respondents preferred images in which the model’s face was clearly identifiable vs. cropped photographs.
  • The older a consumer, the stronger his or her positive feelings for identifiable photos. 76% of those over age 75 preferred recognizable photos, as well as 75% of 65-74-year-olds and 62% of those ages 55-64.
  • Lifestyle photography was preferred to product photos by all respondents (59%) and was most effective with those designated by Creating Results as Caregivers (71%), Gardeners (78%) and Volunteers (75%).

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