The Internet has almost become our second home, and browsing is a daily routine. No wonder that man had to learn to defend himself against advertisements bombarding him from every side. Once fascinating and innovative, they have now become an inseparable element of virtual life. It's harder than ever to grab the attention of the recipient.
A huge number of ads, from pop-ups flowing down from above to flashing banners on the sides of pages, influenced the human psyche. Messages that once aroused curiosity now often cause only irritation. Especially the unwanted ones that obscure the content and encourage a specific action. Especially pop-ups, windows jumping up at you that are difficult to close, are a real nightmare for many Internet users.
However, it is not only a matter of forms of advertising. Sometimes the message itself is less attractive than it used to be. In the sea of banners and slogans, many of them become just part of the crowd, losing their individuality. Man now needs more than just promises on flashing screens. He needs history, commitment, authenticity.
All this, however, does not mean that we have become completely indifferent. We still have a weakness for creative, intelligent campaigns that can make you smile or make you think about a product. However, we need more than we used to.
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Pay attention – let them look
Today, graphics (as well as entire advertising creations) should be accurate and eye-catching. Recipients are becoming more and more resistant to standard advertising tricks. Therefore, it is best to focus on issues that will help your ad stand out from others.
The first is authenticity. People like what's real. So it's better to avoid exaggerated and artificial pictures. Instead, graphics that reflect the actual context in which the product or service can be used will work. This will allow people to identify with your ad.
Also, minimalism can work wonders. In today’s age, visual stimuli are everywhere – thus, simplicity is power. Clean and thoughtful compositions can attract attention more than chaotic images. Less is sometimes more. One shouldn’t also forget about humor. Surprising and funny images can arouse positive emotions and make the advertisement stay in the memory of recipients for longer. Humor should be appropriate to the context and not make the advertisement lose credibility.
Interactivity is another issue worth considering. If you can design an ad that people can drag, rotate or otherwise interact with, it gives them a sense of control. This can effectively engage their attention. It is also important to match your ad to the platform on which it will be displayed. Different platforms have their own requirements for graphics formats, so be sure to follow their recommendations to avoid blurry or cropped images.
Choose the size and size
In advertising, everything must fit together so that the whole thing looks good and attracts attention. It is also important to adapt the graphics to the type of advertisement and to the platform on which it appears so that it is legible.
Let's start with banner ads. These are large, horizontal graphics at the top or side of the page. They have different standard sizes: 728x90 pixels or 300x250 pixels. However, this does not mean that you always have to stick to these dimensions – but you do have to keep them in mind when designing your campaign. It is important that graphic content is visible and legible, regardless of the device on which it is displayed.
The next ones are pop-up or pop-under ads. These have a little more freedom in choosing dimensions, but it is worth sticking to sizes that will not be overwhelming for users. Around 500x500 pixels is often a good choice to strike a balance between noticeability and intrusiveness. Native ads that blend into the content of the page should be less intrusive. Standard photo dimensions, such as 1200x800 pixels, usually work well. It is important that the creations look natural and are not conspicuous as intrusive advertising.
Graphics for social media ads look different. Here, different platforms have different requirements. For example, images on Facebook will work best in the format of 1200x630 pixels, while on Instagram square designs have a dimension of 1080x1080 pixels, and vertical designs 1080x1350 pixels. In the case of video ads, it is crucial to maintain aspect ratio and image quality. Sizes, such as 1920x1080 pixels (Full HD), usually work well. To learn more, think about online training. In the Webinar Universe you will find a number of materials that will help you organize your knowledge.
Does it still work?
Graphics in the world of online advertising play a key role and noticeably affect the effects of the campaign. Of course, the content and message are also important, but it is the visuals that first attract the attention of the recipients. And it is the visuals that can convince people to stop for a moment.
Graphics become an important tool for quick transfer of information. People, browsing websites or social media, scroll through the content very quickly, scan the text without reading it thoroughly. Therefore, an attractive and legible image can attract the eye.
It also has the power to build a brand. Logo, colors, unique patterns – these are the elements that remain in the memory of recipients. Thanks to properly designed graphics, the company can stand out on the market, building recognition and credibility. In this way, even if the recipient does not immediately take advantage of the offer, they will retain the memory of the brand and associations with a given color or motif.
On the other hand, poor quality, improperly chosen style or exaggeration with effects can discourage recipients. The modern Internet user is also sensitive to intrusive advertisements.
It is worth noting that in some cases advertising text may dominate over graphics, especially in more informative campaigns or when the main content is text. However, even in such situations, properly selected graphics or visual elements can make it easier to understand the message and increase memorability.
The image in today's online marketing has a huge impact on the effects of the campaign. This is the first element that attracts the attention of recipients, builds brand recognition and makes it easier to understand the message. However, it is crucial to maintain balance and moderation so that the graphics do not distract attention from the meaning of advertising, and become an integral part of a successful advertising campaign.