Everyone knows that a picture expresses more than a thousand words, and in display advertising, it is what first catches our attention.

Eyecatchers – visually appealing elements that make the message stand out from other content – helps in attracting attention to our graphics.

Their use is especially important as more and more users develop banner blindness associated with the rise of online advertising. The end result of knowing eyecatchers and applying them successfully will be graphics that catch the customer’s eye (and that’s what we all want, right?).

Banner blindness is associated, among other things, with overexposure to stimuli. This phenomenon is characterized by the fact that recipients become „immune” to online advertising.

It is an automatic defense mechanism that protects us from being exposed to too many messages and being flooded with irrelevant information. We are not able to eliminate it completely, but we can prevent it – at least partially 😉

One of the most effective ways to reach a wide audience are display ads. If we want to maximize the use of this form, it is worth spending some time on what first catches the attention of the audience, namely the image.

Let’s make sure that banner ads are clear and contain elements that focus the audience’s attention.

So, you may be wondering, what to keep in mind, when designing advertising graphics, to produce eyecatching promotional materials?

Below you will find the ultimate list of seven golden rules you should follow (but not all of them at once, you’ll find the explanation why at the end of this text). Keep them in hand, and your campaigns will be sound and effective.

1. Color

Research conducted by Colorcom shows that we only need 90 seconds to evaluate a product, and our evaluation is largely influenced by… color! For over 92% of those surveyed, color is the visual element that plays a key role in their decision process. Therefore it is not good to underestimate its huge role. Also in display advertising, properly selected colors are the key factor determining its reception.

If you want to show your product as stable and trustworthy, bet on blue.

Yellow and orange will add energy and help in emphasizing positive emotions.

Black and gold will be associated with timelessness and works well for premium products.

Of all the colors available, red is the one that catches our attention the most.

2. Contrast.

Marc Chagall, a leading representative of Cubism, said that all colors are friends of their neighbors and lovers of their opposites. If you want to catch the attention of your audience, it is worth taking these words to heart.

Among the contrasting colors, the combination of black and white deserves special attention. This is one of the first combinations that pop into our heads when we think of contrasts. However, we have many more possibilities.

No color catches our attention like red. It is followed by orange and yellow. There is a reason why traffic signs are in these colors, and many call-to-action buttons are red. A contrasting combination of red and yellow is used by McDonald’s or DHL.

Not all contrasting combinations have to be based on bright colors. However, it is worth remembering that

the stronger the contrast, the easier it is to get the recipient’s attention.

3. Lines and arrows.

Lines are visual indicators of graphics that help direct the viewer’s eye where you want it to go. Straight lines help to give a sense of order and harmony, diagonal lines bring a bit of dynamism to the image. Paying attention to the use of lines in graphics will help the viewer

take a visual journey and focus their attention on the most important elements.

4. Overlapping shapes.

Overlapping objects on the banner will be equally effective, as lines and arrows. Why? When individual elements are far apart, the image appears flatter and attracts our attention less than creations containing overlapping elements.

When there is a certain relation between individual pieces, the image becomes more spatial and „behaves” more naturally, distinguishing the element from the hierarchical structure of the page it is on.

5. Frames.

Natural framing is a technique used successfully in photography and film. Trees, an overpass, or window frames can serve as natural picture frames. However, the use of compositional frames is not reserved only for photography or film. We can successfully use them in the design of advertising graphics.

Frames perfectly close the composition and highlight the most important elements of the message.

6. Animation on a still image.

How many times have you been on a web page that featured a GIF and your gaze wandered in its direction? It’s a pretty natural reflex. When motion comes into a still image, our gaze momentarily moves in that direction. Cinemagraphs work similarly – they are pictures with small, moving elements which introduce an element of surprise.

How to apply some move in display advertising? Betting on html5 animations! Moving elements will attract the attention of people visiting the website and immediately direct it to your product.

A great example of animated banners you will find HERE

7. Less elements.

„Less is more” is a motto that is extremely often true for advertising campaigns. Above all, well-designed typography and well-balanced proportions are important here.

A single element focuses our attention much more strongly than a few identical elements arranged next to each other.

If our advertising will include all of the above elements, will its effectiveness increase? Not necessarily! An excess of eyecatchers will distract the viewer’s attention instead of attracting it. However, it’s worth making sure that every ad we release has at least 2-3 elements to catch the viewers’ attention.