Display Standards
Compressive outline of Macy’s display this include design, copy and animations
I lead a team of 3 including myself. We are lean and mean covering over 120 individual jobs a month including html, dco and native ads. To keep us running a smooth as possible we have a process from briefing to final display production in place.
At the start of every project when we review content these are the answers we ask ourselves.
Is this a standard-alone ad or connected to a larger campaign?
Where is this linking?
Who is our target?
What are we saying to them?
How do we want them to feel?
Why should they want to shop with us?
What are take aways we want the customer to have?
Fashion- Standard display
Hybrid - Standard display and Dynamic Content feed
Value- Dynamic Content feed
Jobs fall in to 3 main categories at Macy’s fashion. value and hybrid ( is a combo of fashion and value).
These are the 4 tools we have to create best in class creative.
Visual Narrative
Messaging
Typography
Animation Standards
Good Visual Story
Bad Visual Story- Not cohesive visual narrative. Each image was shot at different locations and pieces together.
Visual Narrative
Display is a 15-second commercial it’s no different than animated social media ads or tv. The big difference is it lives on a page with content and we have 3 seconds to grab someone’s attention as they scroll.
It’s important to have a strong consistent visual narrative with striking images and design.
Messaging + Typography
A challenge with display is the limiting of space for copy so it need to be short and impactful. We follow the 5 second test idea. Does the copy leave a strong enough impression to achieve the desire goal in 3-5 seconds.
HTML 5 template examples
Dynamic Content template examples
For Fashion it should be great fashion, the feels good and fashion authority.
HTML 5 template examples
Dynamic Content template examples
For Value it should be great products at good prices.
Animations
A lot can be done in 15 secs.
If it is fashion and we take an editorial approach.
In a sales ad, we need to build excitement and draw the eye to the sale proposition.
Recommended timing:
3 frames- 6 seconds for first 2 frame and 2 sec for last frame the last frame holds.
This is useful for frames that need along read on copy.
4 frames - 4 seconds for first 3 frame and 3 sec for last frame the last frame holds.
Better for editorial and less copy.
“I have worked with Tesia for over 4 years and she was a true asset to our winning team! She always came to the table with new ideas, valuable wisdom and the drive to help the business and others. I would welcome the opportunity to work with her again, anytime.”