Last updated on February 7th, 2019
Food for thought: The trend to use banner ads on websites and in apps continues to grow. In fact, according to some studies, banner ad revenue is expected to grow at 7% compound annual growth. In 2016, this segment had already generated $19,554 million. It is expected to grow to $27,472 million. These stats show the importance of banner design ads in reaching a target audience.
In this world of internet marketing, Banner ads have become one of the most copious modes of online marketing. Nearly, all business groups, big or small, use them for their online business promotion. So, what has made these banner ads so popular? Well, there are a lot of things that attribute to their success.
There are many reasons such as affordability, ease of use, and hassle-free assessment in terms of delivering desired results. Therefore, nowadays banner ads have become an integral part of brand building and online promotion methodology. However, without a good banner design, nothing purposeful can be achieved.
Here Are 5 Design Rules For Effective Banner Design
01. It’s Good to Abide By The Standards
Since, your ads will be displayed online, you should strictly follow the guidelines provided by Google, the most popular search engines used worldwide. Then only you can expect the banner design to perform their main function.
According to Google, four banner ad sizes are being regarded as most successful ones: 336×280 Large Rectangle, 300×250 Medium Rectangle, 728×90 Leader board and 160×600 Wide Skyscraper. Now depending on the type of space being provided to you by your client, you are free to choose from any of these.
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02. Simplicity Always Pays
Do not stuff any advertisement design. An ad packed with all the information, images, and other elements is going to confuse the viewers. They cannot focus on one element. This means that your core message, if any, will be lost.
This will make your ad useless for your audience. So, keep the design as simple as possible. Your viewers are probably going to get a glimpse of it for only a second. You have to make an impact instantly on your audience. This can be done only when there are very few colors, typefaces, and other distracting things in the ad.
An easier way to keep your banner ad simple is to take colors, typeface, and other elements of your logo design. A logo generally is a simple design with one or two colors and fonts. Such a banner ad will also be consistent with your other marketing materials.
03. Make Judicious Use Of Buttons
I guess all of you must be aware of the fact that buttons can actually increase the Click-Through Rate (CTR) of the website. Focus more on the call to action button design and placement.
It’s good to have buttons in vibrant and varied colors, different from the ones that are being used in the background. This color scheme will ensure contrast for the viewers’ eyes. Then, such buttons can instantly catch the viewer’s attention and many of them can click.
04. Text Clarity Should Be On Top Priority
This is the most crucial step towards creating a banner design. There is usually a lot of text on banners. But do not involve too much of the text. You need to make sure that the text is readable. So, consider these two things. First of course is the headline. The headline on the ad should be bold and big. It should be in a different font size and color scheme then the rest of the text.
Next is your running text. This portion of text should be at least 4 font sizes smaller than the heading. This way, you can bring a contrasting effect in the two most important categories of the text in the design.
Do not forget that the same principle of text designing is followed in other designs too. For example, in a website design, the headings and the body text are mostly in different fonts.
05. Avoid Big File Size
If you want your target audience to interact with your banner ad, they must be able to see the ad quickly. But if the size of the ad is massive, it is going to take a lot of time to load. No viewer has that much time these days to wait for an ad to load on a web page. Such an ad will give a bad user experience to the viewers. This is the reason that the file size of the loaded ad should always be kept to a minimum.
Those users having a slower internet connection will take even more time to load a heavily design banner ad. You will be losing on potential impressions. Such an ad may also create performance problem for whole of the web page. So, keep an eye on the file size. It would be good to limit the load size. Google Adwords suggests the use of 150 KB files.
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Banner designs are essential to increase the reach of your business in the target market. But an effective design should be simple to highlight its chief features. The banner size should be as per the industry standards, use of colors, typeface, and other elements should be carefully added and designed. Make sure the file size is smaller so that it does not take time in loading and your banner is good to attract your prospects.