Web banner design is a finer art than many marketers realize. Unfortunately some designers see the limited size and scope of web banners and fail to recognize the massive opportunities on offer. It’s often tragic that marketers and designers alike fail to recognize the handful of elements that elevate a successful web banner over an ugly failure; and all the more tragic considering the damage that often gets done to a company’s reputation along the way. Let’s go over some of the steps that transform an ordinary web banner design into fine art.
The best web banners display a shrewd understanding of user habits and consumer psychology. Users usually require a number of icons in order to interact with a banner, for example an icon for closing the banner or the call-to-action (the icon which links to the advertiser’s landing page).
The former often gets left out by ‘clever’ marketers who think they can increase sales by removing the option to ignore a banner, in reality all they increase is resentment towards the company being advertised.
The latter often isn’t optimized or given the attention it deserves. A strong call-to-action is easily distinguished from the rest of the design on display. Two ways to make a call-to-action easily distinguishable are to give it a bright, distinct color and to make it big and centered right in the middle of your design.
Go easy on the lengthy product descriptions in your web banner design. Long descriptions get ignored more than brief, intriguing descriptions; they also take up a lot valuable space in your banner, both visually and in terms of coding.
Make sure you refine all the elements of your banner down so that it loads quickly. For example it’s better to include a short quote from an industry expert than a lengthy video which slows down the whole page.