However, certain target audiences respond to certain colors as well. For example, dark rich colors might appeal to some sophisticated set while bright yet trendy colors can grab the attention of the hip crowd. While Colors such as white, red and black have recently fallen in disfavor, they might be just the thing if they provide a level of contrast or distinction in the context of the site. Don't Strike Out With the Pitch Writing can make or break an ad. It's tacky and most surfers are too sophisticated for the used car salesman mentality.
Font choice is also important.
Usually the place for all those tasty fonts is not on a banner ad. Viewers are bombarded with information and various messages on the Web, so you're lucky when they give your ad a second glance. Therefore it's best to make sure they can get your message the first time. Old tried and true fonts like Futura, Swiss and Helvetica may send you but they communicate. It's remarkable how many banner ads are run that are not optimized.