Banner ads are a form of online advertising that typically consist of an image or graphic displayed on a webpage.
The goal is to get the viewer to click on the ad and be directed to a specific landing page or website.
Good banner ad design is crucial for online advertising campaigns to effectively grab the attention of the target audience.
7 Tips for Creating Eye-Catching Banner Ads That Convert
1. Setting a clear objective
Before designing the banner ad, it is important to first determine the objective of the ad.
Ask yourself the purpose of the banner ad campaign.
- Is it to generate brand awareness?
- Is it to drive traffic to my website?
- Is it to increase sales?
Once the objective is clear, it will be easier to design a banner ad that effectively communicates the desired message which in turn induces the anticipated action from the viewer.
For example, if the objective is to increase sales, the banner ad should feature a clear call-to-action and highlight the benefits of the product or service being advertised. On the other hand, if the objective is to generate brand awareness, the banner ad may focus more on creating a strong visual impact and featuring the brand’s logo or tagline prominently.
2. Choose the appropriate size and format
Banner ads can appear in a variety of sizes and formats.
- Leaderboard (728 x 90 pixels): A large horizontal banner ad placed at the top of a webpage.
- Medium rectangle (300 x 250 pixels): A medium-sized rectangular banner ad that can be placed inside the webpage article.
- Skyscraper (160 x 600 pixels): A tall and narrow banner ad that can be placed in a sidebar.
- Wide skyscraper (300 x 600 pixels): A wider and taller version of the skyscraper banner ad.
- Half-page (300 x 600 pixels): A large rectangular banner ad that can take up a significant area on a webpage and is often used for product images.
Ultimately, the choice of banner size depends on the goals of the campaign, the platform being used, and the preferences of the target audience.
3. Importance of font selection
Fonts play a critical role in the design of banner ads. The choice of fonts decides the readability of the banner ad. Therefore the font you use in banner ad design should be deliberate and strategically chosen.
The font should be easily readable, even at smaller sizes. After all, a considerable number of users are going to access the banner ad through smart devices.
Serif fonts, which have small flourishes at the ends of the letters, are often used for body copy. Sans-serif fonts, which look more modern and have no flourishes, are better used for headlines.
Besides legibility, the choice of font can also impact the emotional impact of the banner ad. A playful font such as Konga Rock may be more appropriate for a banner ad promoting a children’s product.
4. Using animations to captivate
Animations can add an extra level of engagement to banner ads design.
But they have to be used carefully. Less is more with animations in banner ads.
Avoid using complex animations, as they can distract from the message of the ad and cause viewer confusion. Moreover, larger animations take a longer time to load. The user might bounce away and look for another webpage.
Banner ad animation is different from a GIF.
A subtle movement of the text or a simple fade-in effect can be enough to catch the viewer’s eye.
When used effectively, animations can help to make banner ads more engaging and memorable for viewers.
5. Color the emotions
The use of color is a crucial element in the design of banner ads, as it can influence viewers’ emotions, and behavior.
Creating an attractive banner ad design can increase the chances of viewers clicking through to your website.
The use of color psychology to evoke specific emotions or behaviors in the viewer has long been exploited by advertisers.
Red is associated with vigor and passion. Red can be used to grab the viewer’s attention.
Blue brings calmness. Blue can be used to convey a sense of trustworthiness or to create a serene and soothing effect.
Yellow can be used in banner ad design to create a bright, cheerful effect that evokes positive emotions.
By selecting colors that are in tune with the message being conveyed, you can design appealing banner ads that evoke specific emotions and reinforce brand recognition.
6. Write compelling copy
Writing copy for a well-designed banner ad that converts requires a combination of creativity, strategy, and understanding of the audience.
Before writing any copy, it’s important to understand your target audience’s needs, interests, and pain points.
Understanding the demographic you are targeting is important. It allows you to tailor the copy to their specific needs and preferences. Advertising an SUV targeted towards 40-something males differs significantly from marketing skin care products to a 25-year-old woman.
Use language that resonates with your target group and speaks directly to their interests.
7. Deliver a confident brand message
Designing banner ads that align with a brand’s overall identity is essential. A well-crafted banner ad design can increase brand recognition and generate leads, making it the fundamental component of any digital marketing strategy.
The ad must be consistent with the brand’s visual and messaging elements, including the logo, color palette, typography, and other factors.
In addition to using consistent visual elements, such as imagery and font styles, a banner ad has to align with the brand’s tone of voice.
To design effective banner ads, you need to continuously perform A/B testing and optimize the ads. For designing banner ads that blend seamlessly into the surrounding content, you require a top-notch branding and design agency.
When designing a banner ad, consider the placement and size of the ad to ensure it is visible and attention-grabbing.
Proper banner ad placement can significantly impact its effectiveness. Ads should be placed as close to the top of the webpage as possible.
By taking a thoughtful approach to creating banner ads and continuously refining them, you can effectively showcase your product, drive conversions, and achieve every marketing objective.