Some time ago, we gave a closer look at banner advertising, and the do’s and don’ts of running a campaign. In this article we want to dig a bit deeper, and help you design an irresistible banner ad like a pro … from scratch!
1 - Know What You Want To Achieve
There is one fundamental question you need to ask yourself:
- What is the purpose of my banner ad?
- Create awareness of my company?
- Sell a specific product?
- Get people to sign up to my newsletter?
Once you’ve defined the objective of your campaign, it’s time to get some inspiration!
2 - Research What The Competition Is Doing
No matter what you do in business – launching a new product, designing your website or starting an advertising campaign – you MUST know what your competition is up to. We’re not saying you should copy them, but there is always something you can replicate – or avoid – by keeping an eye open …
Don’t forget to check out Moat, which is a directory of banner designs and a great source for inspiration.
3 - Pick The Right Banner Dimensions
You want to research some websites where you will place your banner before you start designing. Why? Because size matters. The most commonly used formats are:
- 250x300 pixels
- 728x90 pixels
- 468x60 pixels
Look at websites where you’d like to place your ad. Analyze their layout:
- Where would your banner go and what size is it?
- How visible is it?
- Does it appear above the fold?
Find out what banner dimensions work best for you. Now sign up for HTML5 Banner Maker to design your banners from scratch!
4 - Choose Images And Colors Wisely
… and start designing! Carefully pick the right images and colors based on the following criteria:
- What colors do I use in my company logo / website / corporate identity?
- What colors work for the message I am trying to convey (blue = trust, red = emotions etc.)?
- What images work well with my message (happy people, cute animals, luxury items etc.)?
Don’t overload the space you have available. Keep your design straightforward and simple.
5 - Keep Your Message, Clear, Short And Sweet
Now it’s about the actual message on the ad. Think about it:
- How can you pack your pitch into one sentence?
- What do people want to hear?
- How much information is necessary to make them click?
Some catchy phrases you can include are:
- Free
- New
- -80%
- Discount
- Limited-Time Offer
You get the point. If you can’t think of a phrase, try to answer this question:
By clicking on the ad, what’s in it for me?
6 - Tell The Viewer To DO SOMETHING!!!
There is one thing you must do to complete your ad design: Include a Call-To-Action button. Many times a sentence alone is not enough. You have to include a statement that will make people click!
This button does not have to be a plain button …
- Have you thought about making your ad more interesting, and engaging?
- How about changing this button into something that’s just more than a button?
Here are some great examples:
Check out even more ideas here!
7 - Animate, But Don’t Annoy!
Things that move grab our attention. So do advertisements. You can add animations to your banners if you like – but beware of the consequences! Many publishers (=website that host advertisements) do not favor ads with flashy colors, bright messages and overly joyful imagery. Remember: Keep it simple, stylish and within your industry standards.
When designing a banner ad, you should keep the following rule in mind:
Tell Me, And I’ll forget.
Show Me, And I’ll Remember.
Involve Me, And I’ll Understand.
