Web banner design is generally inconsistent in quality throughout the internet. While the best companies utilize smart, effective web banners, second rate companies often miss the point entirely and produce ugly, ineffective web banners. The sad thing about this disparity is that it’s mostly avoidable, unlike other forms of web development a good web banner design isn’t inherently more expensive to produce than a bad one. Let’s review some important insights into banner design.
Web banner design benefits from an honest open approach. Don’t make your web banner look like anything other than an advertisement for products you legitimately provide, e.g. an amusing game, a solicitation from a girl, a quiz, etc. Make sure that any text you include is sincere and gets straight to the point. Large volumes of hyperbolic text are extremely off putting for most customers and are also a drain on file space (and thus can cause a banner to load slowly).
Some web banner designers make the mistake of relegating their call-to-action to a small corner of the banner or making it indistinct from the rest of the design. This is a real faux pas, in order to be effective a call-to-action should always be bigger than other elements in the banner, colored differently and filled with text that gives users a compelling reason to click.
Speaking of color it’s worth having an awareness of what different color combinations can mean. Colors generate unconscious associations that influence purchasing decisions. By understanding these associations you can design a more effective banner. For example the color yellow is bright and often associated with freshness or newness; accordingly it’s a good color for launching new products.
When working on a web banner design it’s important to consider how you would feel on encountering your banner, would you buy a product from you? This a good measuring stick of the success of your design.