Understanding Design Principles for Improved Display Ads - Nummero

With 11% of Internet users blocking display advertisements and many more

simply tuning them out, you must work extra hard to get them to click when they do see them.

And it’s all about the graphics in outstanding display advertising.

The design has a lot of power.

Don’t underestimate it.

According to 50% of businesses, design plays a significant part in their success.

After all, design has an impact on initial impressions and how customers view your business.

Of course, not every marketer or small company owner who wants to
conduct display advertising is an expert in design.

So, let’s look at how you may raise your design game by using important

visual design concepts to produce high-performing display advertising.

1. Structure

The structure is the bedrock of a successful display ad.

There are other standards practices to follow while planning your ad.

Display advertisements, according to the Interactive Advertising Bureau,

must be “distinguishable from normal online page content, and the ad unit must have

clearly defined borders and not be mistaken with normal web content.”

They also recommend that ad sizes be adaptable
because consumers may view your ad on different-sized displays.

Google provides a variety of ad sizes, ranging from half-page advertising to leader-boards to huge mobile banners.

In terms of performance, the top three ad sizes are
300×250 (medium rectangle), 336×280 (large rectangle), and 728×90 (leader-board).

As a result, you must ensure that you have a robust yet adaptable framework
to accommodate any format, giving specific attention to the top-performing sizes.

Consider the essential parts of a display ad to do this.
Every advertisement should include four essential components:

1. Your company’s logo or name
2. A proposal for value
3. A visual depiction of your service in the form of a picture
4. A call-to-action button

How should these elements be arranged?

Your value proposition and CTA are, of course, the most crucial.

One firm discovered that improving its landing page CTA resulted in a 245 percent increase in leads.

This demonstrates how important your CTA is.

As a result, your value proposition and call to action should be the most visually identifiable aspects.

Your logo should placed on the sidelines, along with one of the ad’s edges.

Furthermore, you must ensure that your image does not hide any of the writing.

This is only one method of arranging the essential parts of a display ad.

The format is entirely up to you, as long as the CTA and value proposition are visible.

And the components may changed similarly to accommodate varied ad sizes.

(Note: with responsive display advertising, Google will undertake the effort of
ensuring that your creative matches the various size requirements.)

2. Colour

Colour is important in design thinking because it utilized to capture people’s attention and elicit emotion.

People identify your colour palette with your brand as well.

For example, when you think of Coca-Cola, you automatically think of red.

The psychology of colour is interesting, and it is something you should consider while creating advertisements.

Men and women, for example, have distinct colour choices.

According to one research, the most popular colours among males are blue

(57%) and green (14%), whereas blue (35% )

and purple (35% ) are popular among women (23 percent ).
As a result, depending on who your campaign intended for, you may choose to utilize a somewhat different colour palette.

Certain hues are also preferred specific businesses.

Blue and black, for example, are the most common hues in the communications sector.

Using these colours in display advertisements for this industry can create trust in your business.

There is a lot to consider when selecting a colour palette for your display ad.

The following are the most crucial questions to ask yourself:

Who is the target audience for my campaign, and what colours will appeal to them?

What are people’s expectations of my brand and industry?

3. Typography

Typography, like speech bubbles in a comic book,

another design element that focuses your attention to the most important information.

According to Ainara Sáinz, designer at Unbounce,

“The most crucial feature is a clear and readable typographic hierarchy.

It doesn’t matter how good your graphics are if your

audience can’t read or comprehend your content, they won’t click on your ad.”

The pain issue of the potential consumer is highlighted using strong language.

Your attention is instantly drawn to the remark, “Good connections need effort.”

The main point here is to use the order and scale of your typography to lead

the reader to the information you want them to see.

The typography has an impact as well.

There is an infinite number of typefaces available for usage.

But it doesn’t imply you should use a variety of typefaces in your display advertising.

As with colour, if you do this, the viewer will be unable to focus.

You may be wondering where to begin when selecting a typeface.

This font combination guide will show you which types work well together.

Playfair Display, a vintage serif typeface, was utilized for the headline.

It’s highly stylized, hinting at the brand’s aesthetic expertise as a web design firm.

The text beneath is in Museo Sans, a sans-serif typeface.

The typeface mix works because the sans-serif font balances out the stylish font above.

Again, various, complementary fonts used to create a hierarchy.

Use a more unique typeface to express important information.

To add information, a more conventional typeface might be utilized.

To make specific portions of the copy stand out, you may want to
employ a style or a strong typeface, or both.

4. Simplicity

Have you ever heard of the KISS principle?

It has nothing to do with the 1970s rock band.

KISS is an acronym that stands for Keep It Simple, Stupid.

The phrase comes from product design, although it may use in any type of design.

Display advertisements are small.

You won’t be able to tell your complete brand narrative with a 300×250 ad.

As a result, you must keep things basic (stupid).

You must convey your point clearly and swiftly.

Here’s another abbreviation for you.

Google Marketing suggests using the three C’s when developing display advertising.

They should be enticing, succinct, and easy to understand.

This done to avoid overwhelming the viewer.

The value proposition and CTA are clear.

That’s exactly what you want.

The three C’s stand for a visually appealing design,

a concise message, and a clear call to action.

You should also show your product in B2C advertisements.

You may accomplish this while keeping things as simple as possible.

The key is to select a high-resolution image that does not overpower your content or CTA.

They utilize colour to highlight the goods unobtrusively.

Another method to incorporate basic design into your display advertisements

is to make the overall design of the campaign seamless.

For example, if you click on a display ad and it sends you to a landing page

with a different image, colour, and/or typography, you will be perplexed.

What is the point of this?

A better user experience created via seamless design.

And more conversions result from a better user experience.

Improving user experience can result in a 400% increase in conversion rates.

5. Custom Images & Graphics

Images should never used to just fill space.

Or because you believe you are required to use photos in your display ad.

You are aware that pictures are critical in marketing.

You’ve probably heard that seeing information rather than hearing it increases your chances of remembering it.

What is the reason behind this?

Images provide important information.

That explains why they are so crucial in marketing.

And why you shouldn’t utilize pictures merely for the sake of using them.

They should have a function.

Perhaps the goal of your image is to show off your product in all its splendour.

Or maybe you’re utilizing an image or graphic to make your ad more appealing.

Using unique graphics in this manner is likely to pique the viewer’s attention.

As a general guideline, avoid using stock pictures.

After all, design is all about being creative.

Show off your items or entice visitors with fascinating and distinctive photos to replicate their success.

But don’t forget to put your CTA and value proposition front and centre – you want clicks, after all.


Good design (combined with intelligent targeting) can help you overcome pervasive banner blindness.

So, to produce the greatest advertising possible,

make sure you adhere to the following design principles:

The ideal approach to structure a display ad is to highlight your value proposition and CTA.

Choose a basic colour palette that complements your branding and marketing objectives.

When it comes to typography, create a hierarchy to ensure that the most crucial information seen.

Keep your display advertisements’ overall appearance basic.

Finally, use eye-catching pictures to capture the attention of fickle viewers.

Examine your current display advertisements.

Do they follow these design principles?

Do you need to revamp your website to increase your CTR?

You may also contact Nummero, the best website development company.