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How to Effectively Design a Web Banner

How to Effectively Design a Web Banner

By Hellen Lubanga

In our last post, we introduced banner ads and how they can be used to increase traffic to your web pages and websites. In this post, we shall outline how to effectively design your web banners to ensure they attract your target audience while synonymously communicating your message to consumers.

Web banners are generally not as large as traditional posters and billboards, so you have to keep in mind the measurements you are working with to make sure the banner ad remains clutter-free without sacrificing its efficiency. After deciding what you need your ad to do for you, such as increasing sales conversions or promoting sales deals, the next step is to structure the design elements of your banner ad with this goal in mind.

Start by revisiting your marketing strategy to help build your banner ad campaign. Your marketing strategy helps you outline who your target audience is, what service, product or deal they would be interested in, which of their problems your ad proposes a solution to, and what would make them click your banner ad.

The Basic Structure of a banner ad

Banner Ads are made up of 4 parts; your business logo, an image, some text and a call to action.

 1. The Logo

You do not necessarily have to include your logo in your banner ad, though it is highly advised that you do so if one of the goals you want to achieve while marketing is to increase brand awareness. If the banner ad is located on your own website, then there really is no need to include your logo as it goes without saying that you are offering the products advertised.

Adding your logo also helps protect your images and banner against copyright infringements, i.e. an external party using your images to sell their own products despite the fact they are not affiliated with your business in any way.

2. The Text

When it comes to the text of your banner ad, you should choose a font that is readable.

Fonts that are too busy can discourage people from clicking on the ad since nobody wants to strain just to read an advertisement.

You should also make sure that the font used is something that can be read at a glance. You have to remember that your banner ad was not originally what consumers were looking for when they opened that specific webpage, so you need to draw positive attention to your ad to improve the chances of someone clicking it.

3. Images, animations or videos

There is a common phrase that goes “A picture is worth a thousand words”; this is especially true in advertising. The first thing potential customers will be drawn to is the image used in your Ad. It is therefore important that you select an image that is eye-catching and draws the attention of consumers.

Picking the right image goes beyond visual appeal. You also have to make sure that the image used is relevant to what you are advertising and is of high quality. It is more beneficial to feature your own products in your banner ad as this helps you stand out from the competition, not to mention, with your own images you can be sure of image clarity and quality.

When it comes to animations and videos, you have to be very careful with execution. Though they are a great way to attract more people, they risk coming off as annoying if they are considered too “in your face”. If you choose to go with animation or video-style banner ad, it is best to keep it simple. Your best bet would be to go with smooth transitions. Avoid anything that darts across the screen or flashes.

Lastly, when it comes to the colours you choose to display in your ads. Stick with your company colours for easier identification and brand consistency. This is especially helpful if you plan on designing multiple banner ads to be used across various networks or channels. You should also limit the colours used to two or three (this includes your ad’s background). So pick your main company colours and use the same strategy across all banners.

4. The Call to action

The call to action serves as the bridge between your advertisement and your marketing goals. A call to action is useful in that it points users in the right direction by showing them what they need to do to access the service or product they are interested in.

For it to be considered effective, your call to action should take into account your users’ needs while providing relevant information. Potential clients should know exactly what it is they will gain from clicking on your banner, therefore simply saying “click here to know more”  can come off as questionable, which repels users. Instead, try using specific words like sale, buy, etc. Furthermore, use simple words that do not need the effort to be interpreted. The moment your audience has to stop and decipher the message you’re trying to put across, then your banner is no longer effective.

Make sure that your call to action lives up to its name and is actually actionable. This is done by making your call to action a button that users can click on to be immediately redirected to your website and the associated product being advertised.

Stay away from calls to action that appears as highlighted links. Times have changed and this will only serve to make you look outdated. Examples of a good call to action include, “Call us today”, “Try now for free” etc.

Need a little help with coming up with an attractive banner design? Talk to us today to begin your web banner journey

Happy advertising!

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