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factfile5.3 Effective messages


When designing an advertising banner, you should make sure you put yourself in the position of a first time customer. Take a long look at your banner. Would it grab your attention? Here are some things to consider when producing a banner advert for the web.

1. Keep it simple: Your advert will only have a few seconds to make an impression on the viewer. Your message should be clear and concise. Remember, if the viewer can't easily and quickly understand what your banner ad is saying, it is unlikely they will click through. You can explain special offers in more detail once they’ve clicked through to your website.

2. Grab their attention: Use words that demand attention or raise emotion: words like "Special Offer" and "Free" help grab the viewer's attention and increase their curiosity. Make good use of contrasting or complimentary colours and, where you can, use a punchy image.


3. Target the right audience: Make sure the banner advert looks appealing to your target audience. Choose colours and images that will appeal to them.

4. Ask for an action: When people notice your advert, what do you want them to do? Most likely, you want them to click on it, so be sure your banner says something like “Click Now” or has an obvious button with a link to your site.

5. Be professional: Present your product and your website in the best possible manner. Be extra careful that all your spelling and grammar are correct. Also, select font sizes, styles and colors that maximize your advert's readability. If your banner ad is of poor quality, people will assume your website is too.

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