Web Designing - Banner & Newsletter Design
The first and foremost thing that is important to achieve through banner design is its ability to generate ACTION. When a visitor sees your banner on a site, she must be compelled to click on to it. This can be achieved through effective use of animation, good, compelling copy, and its graphic design.
While using animation, however, one must be careful not to over-do it. Banners with too much animation can become distracting. An endlessly looping animation can be quite annoying and its best to have it settle down after 4-5 loops. Make sure your message is displayed on the last frame.
It must also be ensured that banners are quick to download.
Its not just annoying for visitors to see something take ages to download but it can actually fail to achieve any results for you if the visitor is able to find relevant information and leave the page before your banner has even begun to show up on her screen.
As with any design, use an optimum number of colors. Make your ads pleasing to look at.
Pay attention to your copy. Make sure your messages are carefully worded. Don't make your ads verbose. Short, crisp messages can achieve high CTRs for you. Try and address concerns, offer benefits.
Some banner ads with high click through rates (CTRs) have words like - 'Click now', 'Get it here'. Another design idea that is known to achieve a high number of clicks from visitors, though inadvertently, is the use of alert boxes or some similar windows application status boxes.
An example could be an anti-virus company using a windows alert box saying: Virus like activity detected on this computer. Do you want to detect and remove virus? Yes No. A lot of visitors could mistake this banner for an alert message from their system and click on it.
Change your banners frequently as research has shown that CTRs for a banner ad drops significantly after a few weeks.
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