How to Design an Ad Creative That Works
A quality design has a direct correlation with the ad campaign's success. According to the recent?Visual Economy Report?by Canva, 77% of business leaders reported improved performance when using better visuals.
In practice, however, a design that sells can be neglected for various reasons when the audience is not prioritized before “excessive originality” or the advertiser's preferences.?
Making your ad banner user-centered and effective in communicating information isn’t difficult. For this purpose, a few sign rules must be taken into consideration. In this article, we list these rules and name the common mistakes in ad banner design.
Keep It Simple and Clear
One of the common mistakes is an urge to put as much information on the small banner as possible. In such a case, the ability to highlight the most important information is crucial.?
Avoid clutter—every element should have a purpose. Use?short and direct messaging?(5-7 words max). Remember, stick to?one main focus, whether it's brand awareness, a product feature, or a CTA.
Prioritize Readability
Another common mistake is placing text in a way that makes it unreadable. This happens when the text is too small or blends into the background image, which makes it difficult to distinguish.?
Use?large, bold fonts?that are easy to read, even at a glance. Avoid too complicated fancy fonts. They can be beautiful, but readability is a priority. Also, ensure?high contrast?between text and background.
Use Strong Visual Hierarchy
After reading the previous tips, one might think that making all elements large ensures the message is seen. However, there’s a catch—every element must follow a clear hierarchy. This means that some elements should carry more visual weight than others and be arranged in a specific order for optimal impact:
Optimize for Fast Recognition
Attention span is critical. You have just about 2 seconds to capture your customer's interest in your ad. This is especially vital in the case of ad banners that include video.
Use?recognizable brand colors?and elements. Include?minimal but high-impact visuals?(avoid excessive details). Make sure the ad is understandable?within 1-2 seconds?of viewing).
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Ensure a Strong Call-to-Action (CTA)
Very often, ad CTA is not clear and confusing to the users. A clear CTA increases the performance of the ad. Use clear,?action-oriented?words like:
Also, Make the CTA?button distinct.?The color must be contrasting with the whole design.
Use High-Quality, Optimized Images
Sometimes, the main picture can have a low resolution, which makes a negative impression and reduces the ad's performance. On the contrary, if the image file is too large, it may load slowly, affecting user experience.
Use?crisp visuals?with a?clean background. Ensure images are?compressed?to prevent slow load times. Avoid excessive details that might get lost on smaller screens. Remember, your ad must also be suitable for mobile devices.
Avoid Distracting Animations
Animation can be both your friend and your enemy. Smooth animation will attract more viewers, while annoying animation can irritate users.
If you decide to use animation, keep it?simple and under 15 seconds. Avoid flashing effects that may be annoying or distracting and even dangerous for people with epilepsy. Important catch: Ensure the final frame contains the?CTA and main message?in case users don’t watch the full animation.
Here are some?examples?of smooth and intelligent animation:?
Align With Platform Guidelines
Before designing the banner, make sure you choose the right format for the platform where your ad will be placed. Each platform has its banner ad?specifications and restrictions—always check them before designing.
Design is a very impactful aspect of your ad campaign. Remember, user-centric ad design is key for better communication with your audience, ensuring clarity and engagement. By following these simple rules, you can improve your ad KPIs and overall campaign effectiveness.