Banners have undoubtedly become the most popular form of online advertisement for many companies. A good banner persuades a consumer to take action, i.e. to purchase the product or service offered. Besides the usual ingredients needed to make an effective banner for online advertisement, there are several tricks used by able designers that result in exceptionally good banners that immediately capture the consumers’ attention. These are:
File Size: The ideal size of a web banner is usually 10kb or less. Since banners normally appear at the top of the page, it is necessary that the banner load before or simultaneously with the rest of the page of the website. In order for this to happen, the file size of the banner needs to be small. If the file size is too big, the banner will take time to load and by then the visitor will have scrolled down the page.
Call to Action Clichés: ‘Call-to-action’ statements generally include a message persuading the customer to take action in order to receive a particular benefit. Studies suggest that such additions increase click-through rates by nearly 20%.
Animation: Animated banners are more visually appealing when compared to inactive banners and even increase click-through rates by up to 30%. However, it is necessary to keep in mind the number of colors used and the vertical change for the banner as otherwise the file size of the banner will become too large, making it difficult to load and ultimately causing irritation to its viewers.
Excellent Ad Copy: A banner, no matter how visually appealing, is useless if its copy fails to capture the attention of the viewer. When drafting the copy for the banner, instead of focusing on the product’s features and attributes, focus on its benefits to the consumer. The text should be short, informative, interesting and pragmatic.
Less Clutter: Crowding your banner with more than a single concept is not a good idea as it will leave your audience confused. If there are multiple offerings, then several banners sporting different concepts is the way to go. You will then be able to track the success of each banner in terms of click-through rates, etc.
Logo and URL: If the company is using the banner as a brand building exercise, then it would be a good idea to include the logo and URL of the company within the banner. This should be either on the left or the right side of the banner and should be of small font so as not to completely overshadow the banner’s punch line.
No one can precisely anticipate the next trends of banner design. It’s up to some web designers to come up with a new effective insight. Undoubtedly in future we will see new ways of designing banners, chiefly when to a greater extent advertising budgets are being spent on the internet rather than on off-line advertising media.