Banners must meet several criteria to stir up the target audience's interest and entice them to respond to a call to action. Here are the most essential characteristics to consider when building an effective banner:
Visuals. A banner with poor-quality, pixelated images laid out with no regard to the size of the ad is a big no-no. Only crisp images or videos that support the business message are acceptable.
Text. You can't overestimate the importance of visual materials in a banner ad. Yet, it's the message itself that is paramount. It must be legible enough. There must also be a clear distinction between the crucial primary information and less important details. Additionally, the message must be short and to the point. Complexity is a display ad creator's worst enemy.
Color combinations. A deluge of non-matching colors within the small area of a banner ad is likely to put a consumer off rather than attract them. Selecting the right colors and their number is a science and an art that calls for professional assistance.