Web banner design is a crucial part of any comprehensive online marketing campaign, but only if it’s done right! Bad web banner design can be a serious liability in more ways than one. Not only do you risk low conversions, the overall strength of your brand can be compromised. Let’s go over a few tips for high quality banner design.
Good banners usually utilize a psychologically effective color palette. However things are complicated by the fact that what constitutes a psychologically effective color palette varies from product to product. For example while bright pink is an effective color for selling Barbie dolls it’s unlikely to shift a lot of BMWs. The key to identifying the right colors is research and experimentation.
An effective web banner design recognizes that the call-to-action is the most important part of the banner. As such the call-to-action should be made distinct from the rest of the design and emphasized with strong color and lineation. In addition the text contained within a call-to-action can greatly affect the number of clicks it receives, as such it always better to use text that is compelling or exciting, for example ‘Download Demo Now!’. These adjustments should see your click-through-ratio improve significantly.
Web banners are a relatively data light form of advertizing. Web banners that contain a lot of data often load slowly; this is a major source of irritation for most customers. In addition web banners that contain a lot of text tend to be clicked far less than relatively simple, short messages.
Try to keep the overall look of your web banner in line with that of your landing page and other promotional materials. The reason for this is that it allows people to recognize they are dealing with the same company in each instance; it also reinforces the overall recognition of your branding.