The power of graphic elements in online advertising

Oglaševanje se je prilagodilo digitalizaciji in uporablja nove komunikacijske kanale, s katerimi dosega ciljane množice na spletu. Danes je v ospredju oglaševanje na družbenih omrežjih, med katerimi sta vodilna Facebook in Instagram. Na učinkovitost posameznih oglasov vpliva več dejavnikov, eden glavnih pa je gotovo vizualna podoba oglasa, katere osnova je uporaba grafičnih elementov, kot so barva, oblika, kompozicija, kontrast in drugi. Cilj diplomskega dela je analizirati vpliv grafičnih elementov na učinkovitost oglasov glede na rezultate, dobljene z oglaševanjem. Oglasi so bili oglaševani v sodelovanju s podjetjem Tibas3, d. o. o., ki je zastopnik blagovne znamke Extreme Intimo v Sloveniji. Pregledali smo ustrezno literaturo na področju oglaševanja, s poudarkom na oglaševanju na družbenih omrežjih ter na podlagi priporočil nekaterih večjih oglaševalskih agencij v Sloveniji in svetu, v eksperimentalnem delu ustvarili oglase, ki so z uporabo različnih grafičnih elementov predstavljali enak izdelek. Pri tem smo nekatera priporočila namensko kršili v namen boljše primerjave. Analiza rezultatov je pokazala, da vizualna podoba oglasov in način uporabe grafičnih elementov gotovo vplivata na uspešnost posameznega oglasa. Z gotovostjo smo lahko potrdili, da imajo barva, kompozicija in prazen prostor ključne vloge pri učinkovitosti oglasov. O vplivu nekaterih grafičnih elementov pa smo lahko le sklepali, saj so bili rezultati premalo izraziti.The advertising has adapted to digitalization and now uses new communication channels to reach targeted crowds online. Today the advertising on social media holds a leading role with Facebook and Instagram as their main networks. The effectiveness of individual ads is influenced by several factors. One of the main ones is certainly the visual image of ads, the basic of which is the use of graphic elements such as color, shape, composition, contrast and others. The goal of the thesis is to analyze the impact of graphic elements on the effectiveness of ads, based on the results obtained by actual advertising. The ads were advertised in cooperation with the company Tibas3 d. o. o., the owner of the Extreme Intimo franchise in Slovenia. We have examined relevant literature in the field of advertising, with the emphasis on advertising on social media. In the empirical part we created advertisements which represented the same product using different graphic elements, based on the recommendations of some major advertising agencies in Slovenia and worldwide. While creating some of the advertisements we purposely avoided a few recommendations in order to compare one ad to another. An analysis of the results showed that the visual image of ads and the way we use graphic elements certainly affect the performance of each ad. We could also confirm that colour, composition and empty space have one of the key roles in ad performance. However we can not be sure about the impact of some graphic elements as the ad results were not sufficiently expressive