Banner Ad Design & Requirements

• Banner ads are a tool for online advertising to attract clicks and drive traffic to a specific website.
• A banner ad is a rectangular online graphic display to attract clicks to a website and typically consists of an image or multimedia, and text.
• Imagery is the primary focus.
• Banner ads can be static or animated.
• Banner ads are often run through platforms like Google Ads, which reaches about 90% of Internet users.

Banner Ad Size

• Size matters in an ad campaign because it affects reach.
• Recommended sizes include 728 × 90 (Leaderboard), 300 × 250 (Medium Rectangle), 160 × 600 (Wide Skyscraper), 336 × 280 (Large Rectangle), and 320 × 100 (Large Mobile).

File Size & Format

• The ideal file size is up to 150 KB for quick loading times.
• Accepted formats are GIF, PNG, JPG, JPEG, and SWF (Flash), although SWF is becoming less supported.

Animated Banner Requirements

• If using animation, it should not exceed 30 seconds and should be looped.
• For GIFs, maintain a speed of 5 frames per second or lower.
• Flash ads should maintain a speed of 20 frames per second.

Structure of a Banner Ad

• Logo or company name ensures recognition.
• Clearly showcase the benefits of your product or service to attract clicks.
• Use relevant images that relate directly to the product or service being advertised/sold.
• A compelling call to action button informs users what to expect when they engage with ad.

Graphics and Images

• Use high-quality, professional images so the ad looks appealing.
• Images should be relevant and support the ad's message.
• Consider using visuals that resonate with the target audience.
• Maintain brand consistency by choosing images that reflect the desired brand personality.

Ergonomics: The Anatomy of a Banner Ad

• Choose high-quality images.
• Ensure images align with the ad's message and context.
• Use images of individuals that the target demographic can relate to.
• Brand awareness: Consistency in imagery helps build a recognizable brand over time.

Graphics and Images: Choosing Good Colors and Contrast

• Good Colors: Select colors that have high contrast for better readability.
• Contextual Colors: Use orange for Facebook ads, instead of blue, for higher visibility.

Using Emotion

• Emotional Influence: Images that evoke emotions can enhance connection and noticeability.
• Positive Emotions: Use images of happy people (generally).
• Fear or shock can be effective for social responsibility campaigns.
• Visual Expectations: Use seasonal cues (e.g., red and green).
• Relevance: Using themed images indicates the ad is current and relevant.

Color

• Color grabs attention and evokes emotion. It also becomes associated with brands.
• Color Psychology: Different colors evoke different feelings e.g. Coca-Cola is instantly linked to red.
• Target Audience Consideration: Choose colors based on the target audience's preferences.
• Minimal Color Palette: Limit to two or three main colors to maintain focus.

Typography

• "Typography draws attention to critical information."
• Legibility: Clear, legible typography is essential.
• Font Choices: Use complementary typefaces and avoid too many different fonts in one ad.
• Headlines: Use bold, larger fonts for headlines.
• Body Text: Should be smaller and simpler, using contrasting styles where necessary.

Design Principles When Creating Banner Ads

• Contrast: Elements must be distinguishable from one another to highlight important information.
• Repetition: Creates organization, cohesion, and reinforces brand identity.

Conclusion of Key Elements

• Balance: Ensure an effective balance between images, text, and white space for clarity.
• Focus on Impact: Choose elements that enhance the ad's message while maintaining viewer engagement.

Design Principles for Banner Ads

• Purpose of Repetition: Brings unity, consistency, and strengthens design organization.
• Forms of Repetition: Same font, size, contrast, texture, color, and graphical elements (e.g., logos, bullets, clip art).
• Alignment: Important for easy design understanding.
• Ensure nothing is randomly or arbitrarily placed.
• Key Principles: Communicate your message clearly and quickly.
• Overcrowding: Limit text and elements to prevent an unprofessional look.

Ergonomics: Definition and Importance

• "Ergonomics is defined as the study of how people work in their environment."
• Origin of the Term: Derived from two Greek words, "Ergon" meaning work and "Nomos" meaning principles or laws.
• Definition: Ergonomics ensures comfort and efficiency.
• Importance: Ergonomics fits the human body, enhances comfort, productivity, and safety.

Main Types of Ergonomics

• Physical Ergonomics: Addresses how the human body responds to workloads.
• Cognitive Ergonomics: Focuses on mental processes and capacities when at work.
• Organizational Ergonomics: Examines organizational structures, policies, and processes.
• Environmental Ergonomics examines the impact of environmental factors e.g. lighting/sound.

Goals of Ergonomics

• Match human abilities and body dimensions, consider psychological aspects, and study the relationship between humans and their environment.
• Specific Goals: Security, Comfort, Ease of use, Productivity, Performance, Aesthetics.

Science Associated with Ergonomics

• Psychology: Understanding human behavior and mental processes.
• Physiology: Studying bodily functions and responses.
• Practical Application: To analyze advertisements using ergonomic approaches, assess human senses.

Ergonomics and Visual Advertising

• Strength in Overcoming Mental Challenges: Requires acknowledgment of mental struggles.
• Visual advertising's effectiveness relies on ergonomics principles, and does not always sell a product directly.

Key Tactics in Visual Advertising

• Color Psychology: Use colors strategically to convey messages and emotions.
• Bandwagon Pressuring: Persuade consumers by implying popularity or widespread use.

Color Psychology

• Red can be related to love, anger, power, and passion.
• Blue is assosciated with stability, sadness, productivity, and calmness.
• Yellow is associated with warmth, brightness, energy, and attention.

Typographic Composition

• Typography is crucial in visual advertising (functional and aesthetic).
• Font Pairing and Text-to-Image Ratio (important for platforms like Facebook) are important points.
• This technique leverages social proof to persuade consumers.
• FOMO and catchy phrases are key elements of bandwagon pressuring.

Body Language in Advertising

• Body language (confidence and emotional resonance) conveys confidence and success in advertising visuals.
• Direct gaze evokes feelings by intense eye contact.

Composition in Visual Advertising

• A balanced composition is critical for guiding the viewer's eye and conveying messages effectively.
• Includes key techniques like Gestalt Principles (simplicity, synchrony, and association).
• The Golden Mean technique is based on the Fibonacci sequence for harmony.
• Visual path guides the viewer's gaze through the advertisement (magazines, websites).

Visual Paths in Advertising

• Z and F Visual Paths: Types of paths
• Users typically maintain an "F/E" shaped viewing pattern.
  • 80% of users spend their time looking at information above the "fold."
  • 69% of users' time is spent looking at the left half of a webpage.

Advertising Techniques

• Repetition: A marketing strategy involves repeated exposure across platforms. e.g. TV Commercials, Print Ads
• Emotional Appeal: A technique that connects with consumers' feelings and emotions.

Symbolism

• Utilizes metaphors and similes to convey messages in visual marketing.
• Anthropomorphism: Giving human traits to inanimate objects.
• Storytelling: A powerful method that evokes feelings and tells a relatable story through advertising.
• Behind the Scenes: Showing inner workings of a company or production processes.
• Social Proof: Technique of leveraging others' actions to validate a product or service.

Influencer Marketing and Endorsements

• Utilizes real-life examples, testimonials, and endorsements.
• Influencers can advertise a brand's product targeting people who are just like them.
• Micro-Influencers: Individuals with a smaller following who have higher engagement rates.

Artificial Reality in Advertising

• Uses a covert approach which does not directly sell products, but focuses on brand awareness.
• Requires a dedicated app to function effectively.

Ergonomics in Web Design

• "Ergonomics refers to the science of designing user-friendly tools, machines, and environments that accommodate the needs, limitations, and behaviors of users."
• Key concepts: user-focused design and first impressions.
• Clear Visual Hierarchy and adherence to web conventions are the main rules.

Design Criteria for a Website

• Criteria: User expectations, habits, age, equipment, and level of knowledge help inform effective web design.
• Use of colors and symbols enhances user adaptation

Web Design Characteristics

• Limit information, short messages, and state representation ensures appropriate alert messages.
• Usability Criteria: Simplicity, Clearness, Structuring, Ease of browsing, Location.
• The page's URL visibility allows them to know their location and easily return to that page.

Website Design

• Navigational elements should be located in the same position on every page.
• Website should be quick to load, with optimized/non-resized images.
• Should be designed to ease communication through a contract form

Adaptability of Web Design

• All visitors must be able to resize the font
• Adhere to standards by following W3C accessibility specifications
• There should be sufficient contrast between the background color and text for optimal contrast.

Simplicity for Websites

• In essence, is there anything extra that could be removed?
• Is there anything extra that could be removed?
• Key concept: Expert web design balances simplicity and functionality.
• Navigability refers to how easily users can move throughout a website.

Key Elements of Navigability

• Intuitive navigation allows users to find information effortlessly.
• Combine web accessibility and usability to enhance overall quality.
• In summary, place ads above the fold for better visibility.
• Good website includes: a well-structured navigation header and a live chat icon
• Tabbed Information helps save space and time.

Ad Design Rules

• Avoid placing banners on top of content and position accordingly.
• Rotate ads, also know known as carousels, to showcase as many ads as possible.
• According to Runyon's study, rotating bannes are only clicked 1-2 % of the time.
• Implement automatic scrolling along user-controlled navigation to maximize engagement.