Once you've decided on a designer for your banner campaign, use these guidelines to critique their work. But remember, rules are made to be broken. Accept exceptions when there's good reason to do so.
Also, please note that these tips are primarily meant for consumer-oriented banner campaigns. Business-to-business campaigns may require a different tact.
- If the animation stops, make sure the offer, business name and URL remain visible.
- When possible, use bright colors with high saturation (trust me, it doesn't have to look ugly and it sells!), red sells particularly well.
- Don't try to tell a story with your animation, users won't pay attention long enough to follow the story.
- Always state the offer clearly and succinctly. If possible, quantify the offer or benefit (e.g. Order before midnight, SAVE $150!)
- Urgency always encourages customers to buy. If possible, offer a deal that expires on a particular date.
- Animated ads attract more clicks than "still" ads
- Pictures of people (especially women) attract clicks
- Consumers perceive greater value when they see words like FREE, breakthrough, first time ever, NEW, etc. (notice capitalization: in advertising, some words are always capitalized)
- Given enough space, "before and after" photographs sell marvelously.
- Comparison shopping (when it puts you on top) works only when you're selling the exact same product. Comparing "like" products may lead the customer to your competitor where features/benefits are slightly different.
TIP FOR YOU: When searching for a good graphic designer, turn these tips into questions. For instance, you might ask the job candidate:
What kind of banner ad sells better, animated or still?
