I promised to make my next post more informative and that is why I took a thorough look through our study material. I found an article that really caught my interest. That is because it is about banner advertising and I thought I might be able to take some tricks for designing my Facebook cover away from it.
With the advent of social media, it is possible to design Facebook banners for your company’s website. Those are partly the banners that the article I was reading is talking about. Most importantly it is talking about the ones that you can create and then base on another website. It could be pop up banners or just “on the side” banners. The article I am referring to is talking about all those possibilities. I, however want to take a look at some of their tips that relate to all the different banner designs. So in the following I am providing you with a small excerpt of the article, giving some practical advice on how to create an effective banner. Let’s go!
Choose the right path!
Be conscious about who you want to talk to and how you want to reach them. If you want to talk to young mothers, putting your banner on a car website would probably not be the smartest move. You should rather put it into a specialty magazine that discusses problems of young mothers or mothers to be. That actually is one of the most useful tips, since you can create the best banner, but if you don’t put it on the right website, it will be useless. The second advice that I picked up in the article, is one general consideration in marketingin general.
What are the needs and expectations?
It is essential to not only place your banner on the right website, but also understand the different types of customers and what they expect from your product or service. That means considering which needs customers have. In understanding their goals and objectives, you can design your banner accordingly.
Get straight to the point!
Only when understanding your audience right and knowing what they want from your product, you can get straight to the point. In banner advertising it is important to use the space available to you in the most effective way possible. In order to do this, it is vital to give the consumer the information they are looking for in short time. It is helpful to say what you have to say efficiently, since everything else might take up too much attention of the audience or might confuse them.
When designing a banner, as with other Web layouts, you should test it. Of course with banners you can not just do A/B or split testing. That is because you pay an associated website for putting up your banner and therefore it would be costly, but also a lot of work for the company. That is why you should ask people that are not involved with the design of the banner to give you feedback on different designs. Find out why it works for them, or for what reason it might not. You will learn a lot in that way that you can apply to the design, trust me.
Use pictures, but do it right!
A banner is a quite visual tool, which is why you naturally should use pictures. The problem with pictures often is that you do not have them in the right size or right format. That is why, if you are confronted with that kind of problem, you should use picture editors straight away. Photoshop is a great example of course. You should use it to size pictures down and save them in the right format. The most common format for pictures is JPEG, which is also why you should stick to it. All other formats might just present the website that publishes your banner or the designer with problems. Sizing the pictures down is vital because otherwise your file size explodes and the banner becomes a file that will let the browser load for ages. Or worse, won’t even be uploadable. Then all the thorough work you put into your banner would go to waste. That would be a real pity.
In case I caught your attention, the document that I was referring to is by Jetmax Media and its title is: “25 Best Practices in Banner Advertising”.
If you want more tips for your banner, check it out and have fun improving!