We are visual creatures. It’s a fact that from all human senses, vision is the most hypertrophic and the one we practice more and more. Eventually, we may end up like those allien creatures with triangular heads, two big eyes, no nose, nearly no mouth, no ears.
A Banner’s viewers are no exception to this rule. When we create a Banner Ad, we have to cope with the viewer in two different psychological levels in terms of impact. The one, is the instant visual impression of our graphics, nomatter if we chose a very nice , too ugly or even bizarre design, and the other one is the core interaction with our text message.
Before anything else, we must capture viewer’s attention, among all these thousands of things that compete for it inside his mind and infront of his eyes. To attract his attention is our First Bet. (you may call it primary goal) And guess what? The time we have to do it, is something around a tiny fraction of a second.
In order to effectively grab a visitor’s attention with our Banner, we must generate a vibe that enters his inner dialogue, giving replies and creating a “mental model” that fits his reality or meets his expectations, needs and desires. It is essential that the viewer finds a piece of himself on our Banner and can idendify with its message.
It’s no secret, that before we actually reach the point of designing a winning Banner, we have two options :
- Copy what is already proven to work perfectly well in our Market, piggybacking on the accumulated knowledge and experience of our competitors, and making a slight improvement to take it to the next level and beat them.
- Form our own generic approach, and put it to the test, after we have thoroughly mastered the exercise of “being in my client’s shoes”.
The second “Bet” we have to win with our Banner, is the reaction we should trigger with our “CALL TO ACTION”. That’s a major point. There is a built-in trait of human psychology, to respond positively to promises. A promise, has a soothing effect on the recipient and maintains a level of bonding between the two sides. We have to carefully craft a BIG PROMISE in our Banner’s message and our “call to action” has to deliver that promise in a “fast, easy, unique, amazing, simple” fashion. Of course, our Landing Page will have to carry on with our commitment and establish trust at a first layer of interaction with the new visitor.
So, it takes all these steps of a really deep process that takes place in seconds, before we actually get a CLICK THROUGH. Don’t underestimate any of these steps, and keep split-testing the basic elements of your Banner Ad, so you get closer to your scope, which is a higher CTR (Click Through Rate).