Location, Location, Location!

Posted on 14 November 2010 | by Christina Quist

Avoid the Corner of Death!

You’ve got a great logo for your website. Where’s the most effective location for it? Where’s the most common location? According to neuromarketing.com, the WORST place is also the most common: the lower right corner. In fact, it’s so bad, it’s been nicknamed “the corner of death” by facial coding expert Dan Hill. Yet, websites, TV ads, print media and mailers tend to plant their logos or brand identity in this nefarious location.

Hill, the author of About Face – The Secrets of Emotionally Effective Advertising, says,
“Despite these findings, the lower right corner is by far the most common single location for the primary logo/brand identity use in all types of advertising." So if you don’t use the lower right corner, and definitely avoid the upper right edge, where is the prime location?

Hill says that the best place is the lower middle part of the page or layout. At that point, the viewer will have engaged emotionally with the leading part of the ad, and will then have the opportunity to associate the brand with solving a problem or satisfying consumers’ wants.

Advertisers theoretically have 1.7 seconds of attention grabbing time with their readers, make the most of it and don’t kill your logo.

Tags: emarketing, online advertising

Comments (3)

landing page optimization Nov. 17, 2010		Most of the science behind what websites look like is a little overrated, I think. What is important isn't what the visitor sees, it is what he/she doesn't see...the behind the scenes back end stuff that drives people to sites in the first place.
Website Design New York City Dec. 01, 2010		I never knew that lower right corner is known as the "corner of death". what about the "upper right corner". is it good or not. informative article.
Christina Quist Dec. 13, 2010		Good quesion @Website. According to the study, Eyetrack III by Steve Outing and Laura Rule, "The eyes most often fixated first in the upper left of the page,then hovered in that area before going left to right. Only after perusing the top portion of the page for some time did their eyes explore further down the page." So, the upper right corner is also a good choice.