Given the importance of 11% of Internet users blocking display ads and the tendency of many to ignore them, it’s crucial to create ads that entice clicks. Visuals are key here, as they greatly impact an ad’s success, influencing initial impressions and brand perception, as highlighted by 50% of companies.

Not all marketers are design gurus, so let’s explore five visual design principles to elevate your display ad game and boost performance.

P.S. Want to delve deeper than basic analytics for measuring your display ad impact? Check out this post.

1. Structure

A good display ad is built upon a solid structure, and best practices exist for mapping it out. Interactive Advertising Bureau emphasizes the need for clear distinction from regular web content, with defined borders to avoid confusion. Flexibility in ad sizing is also crucial, catering to various screen sizes.

Google offers a range of ad sizes, from half-page to leaderboard and mobile banners. The top performers in terms of top three ad sizes are 300x250 (medium rectangle), 336x280 (large rectangle), and 728x90 (leaderboard).

(Image Source)

Prioritizing a strong yet adaptable structure is key, especially for these high-performing sizes. Consider the core elements of a display ad:

1. Logo or company name
2. Value proposition
3. Image or visual of your service
4. CTA button

How do you best arrange these?

Prioritize visual distinction for your value proposition and CTA, as they are paramount. Optimizing landing page CTAs led to a substantial 245% increase in leads increase for one company, underscoring their importance.

Relegate your logo to the sidelines and ensure your image doesn’t obscure the copy.

The result should resemble this:

(Image Source)

Notice how the value proposition and CTA take center stage, the SoundCloud logo is unobtrusive, and the background image complements the design.

This is just one approach to arranging these elements. While the specific structure is your choice, prioritize the prominence of the CTA and value proposition. Adapt the layout to different ad sizes while maintaining this hierarchy. (Note: Responsive display ads allow Google to automatically adjust your creative to various size requirements).

2. Color

Color is a powerful design element that captures attention and evokes emotions. It also plays a crucial role in brand recognition, think Coca-Cola and its iconic red.

Understanding the psychology of color is crucial for ad design. For instance, color preferences differ between genders. A study revealed that most popular colors among men are blue (57%) and green (14%), while women favor blue (35%) and purple (23%).

(Image Source)

Therefore, tailoring your color palette to your target audience is wise.

Industries also exhibit color preferences. A Visual Capitalist study analyzing logo colors of the top 20 brands across industries revealed:

(Image Source)

Author Jeff Desjardins notes, “Many industries lean towards specific colors, leveraging their psychological triggers to attract consumers and represent their sector.”

For example, blue and black dominate the communications industry, instilling trust.

Choosing your display ad color palette requires careful consideration. Ask yourself:

• Who is my target audience, and what colors resonate with them?
• What are the color expectations associated with my brand and industry?

A minimal approach to your color palette is recommended, sticking to 2-3 main colors. An overwhelming rainbow of colors detracts from the key message. Contrasting colors effectively highlight important elements, as seen in this ad:

(Image Source)

The green font pops against the light background, adhering to the brand’s color scheme.

The key takeaway is to choose colors strategically, considering their impact on the audience.

3. Typography

Typography directs the viewer’s eye to crucial information, similar to speech bubbles in comics. Unbounce designer Ainara Sáinz emphasizes the importance of “a clear and legible typographic hierarchy,” stating that even with stunning visuals, an unreadable message hinders ad clicks.

Consider this Zendesk example:

(Image Source)

The bold text highlights the customer’s pain point, immediately drawing attention to “Good relationships take work.” The lesson here is to guide the viewer’s eye through the order and scale of your typography.

Typeface choice is equally important. While countless options exist, avoid using a multitude of fonts in your display ads. Similar to color, this creates visual clutter and hinders focus.

This guide to font combinations can guide you in selecting complementary typefaces. Observe this landing page:

(Image Source)

The headline features Playfair Display, a classic serif font, hinting at the web design company’s artistic flair. The information below utilizes Museo Sans, a sans-serif font, creating a balanced and complementary combination.

Again, a hierarchy is established through diverse yet harmonious typefaces. Reserve the more unique font for crucial information and employ traditional fonts for supplementary details.

Utilizing styles like bold or italic further emphasizes specific copy sections.

4. Simplicity

The KISS principle, “Keep It Simple, Stupid,” coined by originates in product design holds true for design across contexts.

Given the limited space of display ads, conveying your entire brand story within a 300x250 ad is impractical. Simplicity is key. Communicate your message clearly and concisely.

Google Marketing proposes the three C’s for effective display ads: Compelling, Concise, and Clear. This approach avoids overwhelming the viewer.

Observe the brilliance in simplicity in this join.me display ad:

(Image Source)

The value proposition and CTA are unmistakable, achieving the desired effect. The three C’s guide you in crafting attention-grabbing designs, delivering concise messages, and incorporating clear calls to action.

B2C ads often benefit from product displays. Achieve this while maintaining minimalism by utilizing high-resolution images that don’t overshadow your message or CTA.

Shaving brand Harry’s excels in this area:

(Image Source)

Their product takes center stage through strategic color use, remaining understated.

Another aspect of simple design is ensuring seamlessness throughout your campaign. A jarring experience awaits a user who encounters different imagery, colors, or typefaces upon clicking a display ad and landing on a disconnected page.

Consider this ad:

(Image Source)

It leads to this page.

The message and imagery clash, resulting in an overwhelming experience.

Contrast this with this banner ad:

(Image Source)

The message and design consistency between the display ad and landing page is evident, creating a seamless transition.

Seamless design enhances user experience, ultimately leading to higher conversions. Improving user experience can boost conversion rates by up to up to 400%.

5. Custom Images & Graphics

Avoid using images as mere fillers or because you believe they are mandatory. Images are powerful marketing tools, and you’ve likely heard the saying, you’re more likely to remember information more likely to remember something you see compared to something you hear.

This is because images convey information effectively, highlighting their importance in marketing. Don’t use them arbitrarily; they should serve a purpose.

Perhaps your image showcases your product in all its glory…

(Image Source)

Or maybe you’re using visuals to make your ad more visually appealing…

(Image Source)

Custom imagery used effectively piques viewer interest. As a rule of thumb, avoid stock images. Design thrives on creativity.

Wistia, for example, incorporates playful and unique imagery in their display ads:

(Image Source)

Their images captivate attention without detracting from the message (remember KISS?). These visuals spark curiosity, prompting viewers to seek more information. Wistia intentionally employs simple display ads that pique interest, leading to information-rich landing pages:

(Image Source)

This approach proves effective, as their landing page conversions are converts at 13%.

Emulate their success by showcasing your products or enticing viewers with unique visuals. However, prioritize your CTA and value proposition to secure those clicks.

In closing

Good design, coupled with targeted strategies, combats banner blindness. Follow these key design principles to create exceptional ads:

• Structure your display ad with a prominent value proposition and CTA.
• Choose a simple, brand-consistent color palette aligned with your marketing goals.
• Establish a typographic hierarchy to emphasize crucial information.
• Maintain overall design simplicity.
• Opt for unique imagery to capture attention.

Evaluate your existing display ads. Do they adhere to these principles? Could a redesign improve your CTR?