Marketing Psyghology : 𝟗𝟗% 𝐨𝐟 𝐛𝐫𝐚𝐧𝐝𝐬 𝐭𝐞𝐬𝐭 𝐜𝐨𝐩𝐲 𝐚𝐧𝐝 𝐢𝐦𝐚𝐠𝐞𝐬.

 𝟗𝟗% 𝐨𝐟 𝐛𝐫𝐚𝐧𝐝𝐬 𝐭𝐞𝐬𝐭 𝐜𝐨𝐩𝐲 𝐚𝐧𝐝 𝐢𝐦𝐚𝐠𝐞𝐬.

𝐓𝐡𝐞 𝐭𝐨𝐩 𝟏% 𝐭𝐞𝐬𝐭 𝐯𝐚𝐫𝐢𝐚𝐛𝐥𝐞𝐬 𝐲𝐨𝐮 𝐜𝐚𝐧'𝐭 𝐬𝐞𝐞.

Look at this.

The angle of text in an ad changes perception before people even read it.

Upward slant = energy and growth.

Downward slant = calm and ease.

This is called embodied cognition.

Your brain processes the visual signal before you can make sense of the words.

The Journal of Consumer Psychology tested this across 256 products.

Here's what they found:

⚡️ Upward slant works for energizing products.

Coffee, fitness, skincare, anything that promises a boost.

👇 Downward slant works for calming products.

Supplements, tea, sleep aids, anything that promises recovery.

People rated effectiveness higher based on tilt alone.

Before they've read a single word.

Most brands testing high creative volume are changing copy and swapping product shots.

The brands that scale profitably test the variables most teams don't even know to look for:

- Text angle

- Color contrast

- Focal point

- Visual hierarchy

At Fluency, this is how we approach creative testing.

Before we scale 50 variations, we isolate what's driving perception:

✅ Does text angle change how someone feels about the product?

✅ Does color contrast determine whether they stop scrolling?

✅ Does the focal point direct attention where it needs to go?

Once we know what works, then we scale.

That's the difference between creative volume and a creative system.

Here's how to apply this:

💪 Energy and boost products: slant text upward.

Pre-workout, coffee, productivity tools, energizing skincare.

🌊 Calm and recovery products: slant text downward.

Sleep aids, supplements, recovery products, calming teas.

🧐 Neutral or unsure: keep it flat.

Let the product positioning guide you.

Test one variable at a time, and track performance by product type.

Stop treating creative as an aesthetic.

Start treating it as signal optimization.

If you're doing $10M+ and testing creative without understanding which variables drive performance, book a free consult.

We'll show you what signals to test first: https://lnkd.in/dD6SNFen

Credit to Armon Shokravi for the original research and insight.

source : Jacob Rokeach