Information Culture: Week 6: Design

1. Rules for Designing an Effective
Banner Ad

2. 1) Know where the banner ad is going
to be displayed.
• Look at the site and notice how
many other ads are posted, and
what they look like.
• Notice if other ads blend in
with the page or stand out.
• Take note of what sections of
the website the ads are placed
and where they are placed on
the page.
• If you are placing ads with a
display network, check out
some websites where the ads
may appear based on your
keywords.

3. 2) Write great copy
• The headline holds 80% of the web banner’s success. Spend
most of the copywriting budget to develop compelling
headlines.
• Answer the “What?” “Why?” and “How?”. The banner will get
a high CTR if the viewer knows what you offering, why you are
offering it and how to get it.
• Include a call to action. Let the viewer know why they should
click on the ad.
• Use “Free”, “New” or “Sale” if they apply. These words get the
strongest response. But check with your publisher- some do
not allow use of the word “free”.

4. 3) Add quality, convincing graphics
• Don’t just choose a graphic that looks nice. Choose a graphic
that provides information, such as a photo of your product, or
a photo that resembles your service or your target audience.
• Choose a graphic that the target audience will notice and act
upon. Think back to where your ad is being displayed to help
with this.
• Use pictures of attractive people
looking at the camera.
• If it can apply, use pictures of cute
animals.

5. 4) Use appropriate fonts and colors
• Think about the style of your ad. Is there poor contrast? Are the
letters blurry, too small or too big?
• Keep in mind that different colors mean different things to different
cultures. Again, think of who your audience is.
• Remember where your ad is being posted and make sure your ad is
not distracting, or blends in too well.
• Show your ad to others to get their opinion.
• Use the “grandma” rule: If your grandma can’t read the ad, then
change the fonts or colors.

6. 5) Follow the publisher’s rules
• Include a frame. Not only will your ad attract
more attention, but most sites require a 1
pixel dark border.
• Check your publisher’s requirements. Confirm
file size and format limitations and animation
or video restrictions.

7. 6) Create interaction
• Funny is the best way to get a response rate.
• Include some kind of interaction, such as a game or activity in
the ad.
• Be memorable, yet informative.

8. Resources
• 10 Principles of Effective Advertising
– http://www.spoonfeddesign.com/10-principles-of-effective-
advertising
• How to Design a Proper Banner
– http://webdesignledger.com/tips/how-to-design-a-proper-banner-
one-that-actually-works
• The Forgotten Art of Banner Ads
– http://threeminds.organic.com/2008/09/the_forgotten_art_of_banne
r_ad.html