Web banner design is like any other form of web development in that the end result often ranges from excellent to highly dubious. The disparity in quality is as much the fault of second rate marketing strategy as shoddy design work. It’s a real pity that there is so much bad web banner design out there as compared to other forms of web development there is relatively little that can go wrong. Let’s go over some of the more important aspects of banner design and see how improvements can be made.
Many marketers approach web banner design with a bad attitude from the beginning. They mistakenly believe that the goal of a web banner is to generate as many visits as possible to the landing page regardless of how they are attained. In reality the goal of a web banner is to generate sales and positive awareness, not visits. These marketers make their web banners ‘more successful’ by designing them in the form of some interesting media like a flash game or a message from a social network, only to link to the client’s unrelated landing page once clicked. This approach generally just generates resentment towards the company.
Keep you web banner in order from a technical standpoint. Lower the file size as much as possible by ditching data-heavy features such as live action video or sound. This will ensure that your banner loads swiftly without irritating the customer. Speaking of irritating the customer, it’s important that the customer can close your banner if they are simply uninterested, otherwise you’ll lose potential customers that are too busy to check out your products at a given time.
Maximize sales by utilizing a strong, distinct call-to-action. The call-to-action is the icon that functions as a hyperlink to your landing page, the most successful calls-to-action action take advantage of strong colors and exciting text.