Flash banner design is a fine art; when faced with all the gimmickry they enable, many marketers get carried away, resulting in tasteless, ineffective banners. Aside from technical considerations the key to flash banner design is to always put the consumer’s experience above everything else.
Do everything you can to minimize the file size of your flash banner. Most of the bells and whistles that weigh down flash banners (music, lots of images and text) don’t improve your banner anyway.
Color is an important element of your design. Different colors inspire different emotions and thus are appropriate for different things. For example red is an exciting color and is suitable for limited time only promotions like sales. Black is an evocative color that conveys a sense of exclusivity or luxury and is suitable for high end products. If your company already has colors associated with your brand, it is best to use those colors to enforce brand familiarity.
Text heavy banners tend to get ignored. Another concern is that a lot of text requires a fast scrolling speed, uncomfortable to the eye. Think long and hard about your demographic then reel them in with a small amount of persuasive text. It’s paramount that there are no spelling or grammar errors in your banner; nothing screams scam/incompetence like badly written English.
A clear call to action is essential; always include an icon that says ‘more information’ or something like that to invite the click. Some companies like to use their logo as their call to action. As proud as you feel about your flash banner design, you need to face facts and accept that some people will simply have no interest in your product. Be a nice guy and include an option to close your banner so people can get on with their lives.
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