By
25 Jun 2025
So, why do we need a framework?
When evaluating performance creative, a structured methodology is essential. A well-defined framework ensures our assessments are thorough and based on established principles.
This standardised approach leads to objective, research-driven decisions rather than subjective opinions.
We use this framework to help us ascertain if the creative is of a high enough standard to test in a live environment. It doesn’t guarantee performance, but all of these elements contribute to the success of a piece of creative.
The answers to these questions can also help us understand why a piece of creative didn’t work, and what we could do to improve it if we were to do it again.
Google's ABCD Framework, for example, demonstrates that effective video creative should:
- Grab Attention
- Highlight the Brand
- Establish an emotional Connection
- Drive Action
We incorporate these elements into our principles, adapting them across both branded and native user-generated content (UGC) videos.
Accessibility is equally vital. We refer to the WCAG guidelines to ensure inclusive design. This includes maintaining adequate contrast and optimising content for various devices and screens.
Even though we like to think we're rational, behavioural science tells us we often use mental shortcuts, called heuristics, to make decisions faster.
We tend to make quick decisions and go for what we know, rather than face uncertainty. Will Leach, the author of Marketing to Mindstates: The Practical Guide to Applying Behaviour Design to Research and Marketing, points out that our decisions are heavily influenced by our 'mindstates' – basically, our emotional and cognitive state of mind at the time.
Marketers can use this to their advantage by creating persuasive ads that connect with those specific mindstates, making people more likely to take a desired action, like, say, buy a product. So, we take a good look at the target audience's mindstates, and then we tailor the creative elements, focusing on their emotional triggers and their motivations.
In essence, our framework is built on a foundation of best practices and trusted industry knowledge.
How we built our framework.
Our framework emerged from a collaborative workshop session. The team shared what they knew worked best for performance creative and boiled it down to the essentials. After some tweaking, we landed on seven key principles we use to evaluate creative performance.
The key principles of our performance creative framework.
1. Clarity of message & objective.
- Clarity: The messaging must communicate the product or service. Viewers should immediately understand the offer and its value.
- Objective: The creative must fulfil its specific purpose, whether that’s increasing brand awareness, driving conversions, or supporting another stage of the customer journey.
2. Make it relevant.
- Target audience: The creative should address the specific needs and characteristics of the intended audience.
- Relevance: The creative should clearly articulate why the audience should choose this product or service over competitors, highlighting its value and addressing their specific needs or pain points.
- Context: Consider where and how the creative will be seen.
3. Powerful visuals.
- Imagery: Use high-quality, relevant visuals that support the messaging.
- Typography: Choose effective font choices, spacing, placement, and visual hierarchy to convey the message. Typography significantly affects user experience (UX) and user interface (UI design).
- Colour & design: Use of colours and overall design elements to enhance the message, user experience, and branding. Use colour psychology to evoke the desired emotion in the user.
4. User experience.
- Landing page coherence: Ensure the creative provides a seamless transition to the landing page, creating a consistent and intuitive user experience and journey.
- Emotion: Evoke the desired emotions in the user, aligning with the brand's tone and the campaign's objectives.
- Attention & engagement: Capture and sustain attention in a competitive environment.
5. Functionality & technical aspects.
- Call to action: Include a clear and persuasive call to action.
- Accessibility: Comply with accessibility standards.
- The minimum font size we can use on a 1080 x 1080px ad is 16pt to pass accessibility.
- We typically use the colour contrast checker to help people check their colour contrast, the aim is to pass AA as the minimum.
- Brand guidelines: Adhere to brand standards for consistency.
- Padding: Has padding been effectively utilised to provide space around elements and improve readability, visual hierarchy, and consistent alignment for a cohesive design using guides?
- Platform suitability: Tailor content to the specific platform for optimal display and performance.
6. Heuristics & consumer psychology.
- Heuristics: Leverage psychological principles, such as social proof, urgency bias, and authority, to influence user behaviour.
- Consumer psychology: Understand and tap into the user’s mindset to influence behaviour.
7. Performance measurement.
- Performance: Assess creative using relevant KPIs such as spend, CPA, ROAS, and overall campaign results.
Final thoughts.
Effective performance creative is about more than visual appeal. It’s a strategic tool to achieve business objectives. Our framework aims to provide a solid foundation for analysis and optimisation, ensuring every element contributes to performance.
Want to see how your performance creative measures up? Use our framework and checklist, or get in touch to explore how we can help you succeed.
Resources & further reading.
- ABCD Framework – Think with Google
- Cognitive Biases
- Colour contrast checker
- Colour: Its Influence and Impact on the Way We Live
- How to Meet WCAG (Quick Reference)
- Marketing to Mindstates: The Practical Guide to Applying Behaviour Design to Research and Marketing – Will Leach
- Minimum font size?
- Performance Creative Checklist
- Understanding the Web Content Accessibility Guidelines (WCAG)
- What is Typography?
- Why do we take mental shortcuts?