Placing graphics in your advertisement, direct mail piece or website can be risky if you neglect to use direct response graphics.
Typically, the eye travels from the upper-right-hand corner across the top of the spread, then down the far-left column, and across the bottom of the spread. The gutter is the last place the eye travels.
Therefore, it is a good idea to place photos facing into the page and either above or facing the copy.
Keep in mind that gravity pulls the eye down. So if you place an attention-grabber in the middle of the page, the eye will tend to journey farther down the page from that point.
Graphics can be a very useful tool if placed correctly, but if not, they will only hurt your response. That's why working with a direct response specialist who follows proven direct response rules will increase response.
To see just how much graphics can influence response, check out my article on Creative Testing.
If you have more questions about where to place graphics on your website, direct mail package or advertisement, email me at inquire@cdmginc.com.