Digital Marketing

Design The Perfect Banner Ad To Increase Clicks On Your Ad By 10x

Do you want to boost your online customer traffic using banner ads? Has it ever occurred to you why some advertisement banner designs are more attractive than others? And do you want to create banner ads that are so wonderful that users can’t stop themselves from clicking? If yes! Then you need to know that a systematic designing of banner ads requires some careful usage of design guidelines.

In this article, you will find a complete set of instructions that will lead you to design a successful banner ad. I understand that not all small business owners and marketers are experts in designing, so I have laid down everything from basics.

Picking up the right colours is the foremost significant step for you.

How to pick the perfect colour for your ad to stand out?

Have you ever thought about what colours you should use in your advertisement banner design and how much significance it holds? Yes, it’s one of the very first things you need to decide when you start designing banner ads. I want to help you to choose the perfect colours for your banner ads.

Colours are a form of communication without words; they speak their language. Moreover, at times they improve learning, reading and understanding. It’s quite interesting to know that visual appearance is a factor for 93% users while making purchasing decisions. The brain interprets colours earlier than text.

Red does not always depict anger and yellow isn’t necessarily for happiness. We don’t have any scientific testimonials for this. Such lines might contradict your thoughts of Red & Yellow. Instead, it depends on the viewpoint of the beholder. Cultures, language, experiences and personal characteristics determine how we perceive different colours. So, my first advice for you is – forget about all the things you have learned about different colours till now. Now, let’s find out which colour is good or bad.

Are there some particular “bad” or “good” colours?

My answer is No! It all depends upon the context. You will find out that somewhere blue is better than yellow but yellow works entirely in certain content where blue does not.

Let’s know the basics about colours:

Colours are classified into three different types:

Primary colours: These are blue, yellow and red. Almost all colours can be created by mixing these differently. Secondary colours: these are formed after mixing two primary colours. For example, you can make green from yellow and blue

Tertiary colours: when a primary and secondary colour is mixed we get tertiary colours.

Colours can also be divided into warm (red, yellow,  orange) and cool colours (blue, green, purple).’

While warm colours relate to the sun and indicate urgency and excitement, cool colours pertain to water and indicate calm, trust and relaxed state of mind.

Two most important mantras for choosing colours:

  1. Always choose colours having more contrast with each other:

What is the right contrast? Good contrast can directly talk to the user’s heart. Contrast helps you to highlight important content and distinguishes between different elements of the ad. Moreover, stronger contrast also makes colours more appealing and effective. For example, the red background and a pink text are not easily visible to the user. But a white text might have increased the contrast and thus increased visibility.

You should know that intense colours may contrast with one another. At times, a low contrast will appear more soothing to you, but it will degrade the visibility of your text. This can lower your conversion rates significantly as the user might not be able to find relevant buttons or information. You can use colours with high contrast to make your text more readable but don’t exaggerate the contrast too much as that might irritate the eyes of the user. Let’s have a look at the second mantra.

  1. You should choose the colours according to your context:

You should always keep in mind the context and the message you want to deliver from your banner ad before choosing the colours. After reading the blog, I guarantee that you will have a different way of looking at your brand, which will lead to vast possibilities.

The chosen colours should emphasise the product or message rather than fight or override it. I will tell you about some colours with the perspective of – What a particular colour reflects? And then I will be giving some examples of how different brands used them efficiently in their advertisement banner design

Green: It is the colour of nature signifying birth, growth, abundance and prosperity. It leaves a calm, peaceful and relaxed impression on the mind of the user. So, green would be beneficial for food and bio-products related brands that need to be natural and fresh. Moreover, wealth and luxury can are reflected using deeper shades of green.

One example is ENO, which is used to get temporary relief from heartburn, acid indigestion and upset stomach. ENO strategically used green colour in their banner to depict that their product can revive the stomach.

Blue: Blue is the colour of dependability. Use Blue in broad areas as it gives a sense of tranquillity, strength and assurance. With a lighter blue shade, you can show your brand’s caring and compassion attitude. Many popular brands use blue in their branding strategies to depict stability.

Social media including Twitter, LinkedIn and Facebook use blue.

Banking: Paytm, American Express, PayPal from the finance industry.

Engineering: Ford.

Technology: HP, Dell, Samsung, Vivo.

For example, Canara Bank is one of the leading brands in the finance and banking sector that uses a blue colour scheme. With blue colour, they want to inspire dependability and trust in the eyes of their users.

For example, Canara Bank is one of the leading brands in the finance and banking sector that uses a blue colour scheme. With blue colour, they want to inspire dependability and trust in the eyes of their users.

Black: Black can stand out among a variety of colours. It is confident, bold, and powerful and can be combined with power, prestige, formality, and mystery. It is also the most readable colour format.

Blackberry is a brand that uses black in their banner ads to depict luxury, elegance, and high quality of their brand. Blackberry provides its users with a bold and settled experience in their office and work.

Yellow: Yellow is a bit risky colour to use when applied in large quantities. It can irritate the user, and hence I recommend that you use it with restraint. However, the colour is a depiction of energy, optimism, shine and is the colour of gold. Brands use yellow to speak “caution”.

Maggi uses yellow very effectively to associate affordability and taste. Here, the red CTA is looking very powerful on a yellow background.

Orange: It is a cheerful and friendly colour, and like red, it also depicts energy and warmth. Orange connects with youth, and it can compel a desire for youngness.

Fanta, an orange flavoured cold drink, uses orange in its advertisement banner design. Orange colour depicts high energy and vitality.

White: Only white cannot stand out alone, but you can use a wide range of colours effectively with white to counterbalance. White is used in medical goods, healthcareand is a symbol of purity and simplicity. It is typically used by those companies who have a lot of loyal customers already.

Infosys is already an established giant in the IT industry. It uses the most straightforward colour schemes. In the banner ads of Infosys white colour gives a lot of space to the customer.

How to choose the right colours for different age groups?

Age matters! But remember never to ask a woman her age. Different age groups perceive colours differently.

More mature people will give higher preference to tone variations with shorter wavelengths (green, purple, blue). On the contrary yellow, red and orange are of longer wavelengths. It is seen that as you grow old, yellow will become less favourable to you. So always pick the colours for your ad according to your targeted age group.

How important is gender for deciding the colours of the banner ad?

Similar to age, gender is also a significant factor which determines colour selection for your banner ad. Have you ever heard that pink is for girls? Yes, it is. Men prefer blue; however, women prefer purple more. Women find orange, grey and brown the least appealing. However, both women and men don’t like yellow at all.

How to inculcate a powerful “Call to action” CTA?

The optimal selection of CTA is essential as it should match the state of mind that the customer needs to make a purchase. Two things you should always remember while making a CTA button are:

  1. It should be clean, big and straightforward—Set CTA in a background that is not at all distracting.
  2. Eliminate the user’s need to search for it by choosing the right colour and giving it the proper placement.
  3. Colour of the CTA should depend upon the overall design and context of your banner ad.

You can make a green CTA if your call to action is like “let’s talk over”, “buy it now” or “book your consultation”. It will ratify the users that they are making the right choice and will gently guide the buyers to make the decision.

However, red push the buyer to make an urgent decision. Meanwhile, you can use yellow or orange buttons to create a sense of happiness and warmth. It means that you are bringing joy to your customers either in the form of pleasure of owning your product or eradicating their struggles. Learn more about Banner Ads.

Picking up the right font:

There are four categories of fonts which you can use in your banner ad, namely:

  • Serif: Serif font has small features at the ends of letters.

Times New Roman is the most commonly used font of serif category. Other fonts include serif pro (which perfectly relays a longer message), Playfair (used especially in large scale display ads). Coca-Cola has used Serif font as a suitable message bearer. It looks elegant in the design and indulges a natural flow that increases its readability.

Are you looking for a font for your mobile ad campaigns?

Mobile banner ads need a font that is cleaner and more readable; here is the right font for you.

Sans Serif: They give a modern look to your ad. This category of font does not have attached lines at the end of letters. Sans serif can be used to provide a clean and more precise look. You can see how Apple has used Sans serif font effectively below with simplicity.

Display: You can attract more users using display fonts as they are used in the decorative text. They can easily make an impact in your ad, but they should not be used excessively. Permanent marker is an example of font falling under this category. Here is a classic example of the usage of the display font

Script: All fonts having a cursive look fall under the category of Script. Segoe script is an example, and you can quickly identify most of Script fonts as they usually contain the word “script.” Following is an ad example, in which the script font is used to outrage friendship, and legibility is added to make the message more compelling.  

So conclusively, along with visuals, the excellent body text is essential. The text should be readable as well as attractive. The perfect text font always complements the message and the overall look of the banner ad. Let’s look at some smart strategies to choose font sizes.

How many different font sizes should we use in the banner ad?

We plan to use as few sizes as possible. A most significant mistake that designers make is that they include too many different font sizes. I suggest you choose not more than four font sizes in your banner ad.

Let’s dig a little deeper:

  1. The font size of header: Headline should be of most immense font size on the banner followed by a slightly smaller section title if you have one.
  2. Default font size: This is the most used font size of your banner ad. It should be used throughout the body. Using different font sizes for dropdowns, menus, buttons and text boxes is quite a common mistake that you should avoid.
  3. Secondary font-size: It is used to give the less critical detailing of the ad such as captions, stats and supporting material. It should be about 2 points smaller than the default font size. Moreover, the secondary font size depicts that this text is less important. You can also give a lighter shade to this category of text.
  4. Label and Wildcard font-size: In some ads, a need to use a fourth font size arises. Maybe you want to provide some other relevant detail and information about your product. This tertiary level of font should be at least 1/2 point smaller than the secondary text. In my opinion, this size also acts as a wildcard for you. In case you have used Uppercase in your labels/popups/ buttons.

 Here is a list of some standard banner ad formats.

Format Global frequency Header Font size Default Font sizes
Banner (468x60) <1% 14 11/10
Vertical Banner (120x240) 5% 14.4 11/11
Button (125x125) <1% 15.6 11/11
Leaderboard (728x90) 25% 16.4 11/10
Skyscraper (120x600) <1% 18 13/13
Medium Rectangle (300x250) 40% 18.8 11/11
Wide Skyscraper (160x600) 12% 19.2 13/13
Square (250x250) <1% 20.8 12/11
Large Rectangle (336x280) <1% 23.5 11/11
Small Rectangle (180x150) <1% 27 12/12

A worthy yet straightforward tip mainly for designing mobile banner ads.

– “Always have a look at your design on an actual device“.

This is a golden tip, and I highly recommend this because the majority of us design banner ads on desktop/laptop but the feel of that designed ad on an actual mobile device may be quite different when you hold the mobile in your hand. Font sizes, spacing, and a lot of other viewpoints can change when you open your ad on mobile. Moreover, sometimes you don’t even get a second chance to review your ad after it is being published.

To know more about the latest trends in digital marketing, you can check out the video below

Five mistakes you must avoid while designing banner ads with examples.

You need to avoid some of these common mistakes to get more returns on your investment.

  1. Wrong positioning: A lot of people place ads in the wrong position because they follow existing trends of positioning. But the crux is that the user is aware where the banner ads are placed typically. This can make your banner ad less engaging as the user learns to ignore the places where ads usually appear. The positioning of your ad plays a crucial role in your ad campaign, and you should place it where the concentration of the user is maximum on the page. Moreover, you have to make sure that you place your ads on those pages where you can get a targeted audience to increase your conversion rates. 

  1. Providing a misleading CTA: Quoting something like “gain 3-inch height in no time” and then landing the users to a page offering shoes is quite tricky. Your banner ad should always be communicating with your landing site if you want to get conversions and increase your visiting time. Using false claims can even lead you to lose the trust of customers! More precisely, your aim should be to increase your conversion rate rather than CTR.

  1. Not rotating the ads or using the same ads repeatedly: You don’t want to tell the same thing to anyone often. Not creating new ads could be a reason for your declining campaign engagement over time. Rotating ads frequently can work as reminders for users. Moreover, it may also attract fresh users to your website. But while creating different ad sets, don’t forget that your collections should not reflect that they are from other companies. So, use consistent themes, fonts and colours to increase your brand recognition.

  1. Focusing only on desktop-friendly ads: Of the total amount spent on digital advertising, mobile phone advertising holds 72%. Try to invest a portion of your digital ads paying to mobile banner ads, and it will work for you.

  • Not utilising the power of social media display advertising: Social media such as Instagram, Facebook and Twitter are beautiful platforms for advertising. For instance, Facebook mobile ads have much higher CTR than general web targeting sources. To know more about the power of social media marketing, read the article on the impact of social media on consumer behaviour.

You can also use creator studio to post, manage and measure content over Instagram and Facebook. Read the article to discover the ultimate revelation of Facebook for business

I would be delighted to know about your success or even failures. Such that we all can learn from each other and improve. So, make sure to comment.

Time to Summarize:

A good design of banner ads combined with the correct placement can help you get more traffic.

  • Choose a colour scheme, keeping in mind the gender and age group of your target audience.
  • When using different font sizes or typography, make sure to construct a hierarchy such that most important things stand out.
  •  It would be best if you avoid some of the common mistakes such as wrong positioning, focusing only on desktop ads, providing misleading CTA, ignoring social media advertising and ad rotation to get more returns on your investment.

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2 thoughts on “Design The Perfect Banner Ad To Increase Clicks On Your Ad By 10x

  1. Hello there! Would you mind if I share your blog with my twitter group? There’s a lot of people that I think would really appreciate your content.Please let me know. Thanks!|

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