3 Tips for Simple Banner Ad Design
Many factors influence the success of a display advertising campaign, and banner design is one of them. However, banner design is sometimes overlooked, despite the fact it is very relevant. Below are three principal strategies that play a crucial role in banner design.
When it comes to banner design, one of the most common mistakes is complexity. Advertisers will try to pack as much information as possible into one ad to impress the audience. This might look like a good strategy at first glance but having too much information results in presenting no meaningful information at all. You only have a moment to grab a viewer's attention and to make an impression on them. Including complex graphics, unreadable text, or too many images can have a negative effect.
Your goal is to make a lasting impression. Choose appealing backgrounds with short taglines that present your product as efficiently as possible. You can include one simple and declarative call-to-action.
Use Photos When Suitable
It is often believed that if you include a photo of a person in your ad, you will have more positive results that if you don’t. Sometimes this is true, but photos can also backfire.
Including photos in ads does not guarantee a high-performing ad. Aimless inclusion of random photos will not help you explain the product; this is one of the biggest mistakes advertisers make. They assume that, due to a brief window of time to secure attention, ads with no photos will be unnoticed. A brightly colored background and vibrant artwork will do the trick because these can be more eye-catching than a photo.
Don’t get the wrong idea. When appropriate, photos can make a viewer more connected to your product or service and the benefits they provide. This works the best if you can display people using your service. However, this use might not be practical due to your product and the limited space within a banner. You can use photos to present the benefit of your services like peace of mind or convenience. If you can do this, using photos is an excellent tactic.
Simple A/B Testing
When A/B testing is concerned, you may wish to get as much data as possible out of each test. However, you may end up with ambiguous results if you include too many variables that could create noise.
You should change only one aspect of the banner at a time within a single test. You could make a comparison between two different taglines within a single test. You can keep call-to-action, background and other elements consistent. In another test you can change the background image and keep everything else the same. If you compare both within the same test, you will not get an answer why one version was the better than the other.
You can have multivariate tests to compare various alternatives at once if you have a great capacity of impressions.
Your banners should be simple, readable and attractive. Do not include things that are unnecessary and keep your testing simple. In short, keep your banner ads as simple as possible.
*Image courtesy Flickr Creative Commons
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