March 6, 2024
Did you know an estimated 11% of internet users are now blocking display ads and many more are simply ignoring them? With visuals being the heart and soul of display ads, it's clear that the design holds the key to breaking through the noise. Interestingly, 50% of companies believe that design plays a critical role in their success. This highlights the transformative power of design in shaping first impressions and influencing how consumers perceive a brand.
The architecture of your ad matters immensely because the value proposition and the call to action (CTA) are your front-line soldiers, they need to stand out distinctly. When you place your logo discreetly at one of the edges, it's visible but not the centrepiece. Professional marketers who design ads understand that this subtle approach keeps the focus on the core message while maintaining brand presence.This strategic placement is important to think about and analyse because your main message, the heart of your ad, needs to shine without any visual obstruction. The clarity of what you're offering and what you want the viewer to do next is paramount. If these elements are lost in a busy image or tucked away in a corner, the essence of your message might as well be whispered in a roaring stadium.
Much like a photographer frames a shot, the composition of your ad sets the stage for how viewers experience your message. Applying principles like the rule of thirds, where you divide your image into a grid of nine equal parts, helps you pinpoint the hotspots where the human eye naturally lands first. Placing your most important elements, whether it’s a product image or your CTA, at these intersections draws attention organically and makes your message instantly more memorable.
Consider perspective and proportion as well. By thoughtfully arranging the scale and placement of objects, you influence not only what catches the eye, but how the viewer feels about it. Even the gaze of people within your ad matters: if they’re looking at your product, viewers are subconsciously nudged to do the same. If they’re making eye contact with the audience, it creates a sense of connection or urgency, making your ad, and what you’re offering, hard to forget.
Careful composition isn’t just about aesthetics; it’s about guiding the viewer’s journey through your ad so that nothing gets lost in the shuffle. Every element should have a purpose, and every placement should help your message land with precision.
When it comes to creating ads that truly stand out, white space, or negative space, Fis your unsung hero. Think of white space as the breathing room within your ad: the empty areas that surround and separate elements, allowing your message to land with clarity and impact. Far from being wasted space, it’s actually a secret weapon that helps your design feel open, modern, and intentional.
Here’s how white space elevates your ad design:
So, the next time you’re building a visual ad, resist the urge to fill every inch with graphics or text. Instead, let your design breathe, and make white space work for you. Your message, and your audience, will thank you.
Symmetry is one of those unsung design heroes that quietly elevates the appeal of your ad. Think of a perfectly organised workspace or the calming reflection of a city skyline on water, our minds are naturally drawn to balance and order, and so are our eyes. When ads incorporate symmetry, they’re not just pleasing to look at; they’re easier for viewers to process and, crucially, to remember.
Beyond its visual neatness, symmetry carries emotional weight. It can evoke feelings of harmony, nostalgia, and belonging, like seeing matching coffee mugs or a pair of sneakers side-by-side. This subtle cue of connection taps into universal human psychology, creating instant resonance with your audience. In short: leveraging symmetry doesn’t just keep your ad tidy; it also anchors your message in the viewer’s memory and emotion, making your brand more memorable well after the ad disappears from their feed.
Perception is painted with the brush of colour, and understanding its psychology can make a world of difference. Studies have shown distinct colour preferences between genders, with men favouring blue (57%) and green (14%), and women drawn to blue (35%) and purple (23%). But here’s why these preferences matter so much: they help you understand ads that resonate on a deeper, almost instinctive level with your target audience.
Yet, while colour can be a powerful lever for emotional response, it’s not as simple as picking “what looks nice.” Colours don’t speak the same language everywhere. A shade that sparks joy in Seoul might convey solemnity in Stockholm. For instance, black channels rockstar coolness and edginess for some youth cultures, but can also be a symbol of mourning or loss in many societies.
This means the palette you choose must align with the cultural lens of your audience. If you’re marketing to a diverse international crowd or even to various segments within a country, a careful review is in order. Some hues universally evoke happiness (think the zest of yellow) or exude sophistication (a classic navy blue), but others land differently, sometimes landing with a thud instead of a cheer. Missing the mark with colour can dilute your message or inadvertently send the wrong signal, undermining the impact of an otherwise stellar ad.
Understanding these nuances ensures that your ad’s emotional intent lands as planned, whether that’s trust, excitement, calm, or urgency, without any cultural missteps along the way. The choice of colours in your ad makes it pretty of course, but it also makes it powerful, because it taps into emotions and associations that can drive engagement.
In the realm of display ads, words are the carriers of your message, and how they're presented can make or break your ad. A clear and legible typographic hierarchy is a bridge between your message and your audience. Regardless of how stunning the visuals might be, if the audience can’t effortlessly read or understand the message, the ad fails its fundamental purpose.
When you’re working on yard signs for instance, bold colours and large, readable fonts work best. It also pays to incorporate a simple yet powerful image related to your message or brand because it can significantly increase the sign's visibility and impact. The objective? To craft an ad that not only catches the eye but also captures the mind and heart of the viewer. It's about creating a moment of pause in the endless world of ads, a visual invitation to explore what you're offering further. In a landscape where being seen is just the beginning, the ultimate goal is to be remembered, to leave an imprint that transcends the digital space.
As more and more internet users become adept at tuning out ads, the challenge is not just to be seen but to be significant. Through thoughtful design that speaks the visual language of your audience, your ads don’t just exist; they engage and inspire action. This is the reward of diligence, of understanding and leveraging the power of design in display advertising.
Design is crucial because an estimated 11% of internet users block display ads, and many more simply ignore them. Effective design helps ads break through the noise, grab attention, and stand out in a crowded digital environment.
The logo should be placed discreetly at one of the edges of the ad. This subtle approach ensures visibility while keeping the main focus on the value proposition and call to action, preventing visual obstruction of the core message.
Understanding color psychology is vital because different colors resonate on deeper, instinctive levels with target audiences. Studies show distinct gender preferences (e.g., men favoring blue/green, women blue/purple), and leveraging these preferences can drive engagement by tapping into emotions and associations.
A clear and legible typographic hierarchy is essential because words carry the message. Regardless of how visually stunning an ad is, if the audience cannot effortlessly read or understand the message, the ad fails its fundamental purpose. It acts as a bridge between the message and the audience.
Bold colors, large readable fonts, and powerful imagery related to the message or brand are highly effective. These elements help craft an ad that not only catches the eye but also captures the mind and heart of the viewer, inviting further exploration and leaving a lasting impression.
In a landscape where being seen is just the beginning, the ultimate goal of thoughtful ad design is to be remembered, to leave an imprint that transcends the digital space. It's about creating ads that engage and inspire action, rather than merely existing.
