Day: November 29, 2024

  • Web banners: what are online advertisements?

    Web banners: what are online advertisements?

    Table of Contents

    What is a web banner and why is it important?

    A web banner is a graphic format used to promote a product or service on a webpage. It is one of the most common tools in online advertising, integrated into campaigns to capture users’ attention. These visual spaces, often appearing in strategic spots on a website, are designed to increase traffic or direct visitors to a landing page.

    Their effectiveness lies in the combination of graphic elements, compelling text, and a clear call to action (CTA).

    Clicking on a banner redirects users to a landing page where the offer, service, or product promoted through the banner is detailed.

    A well-designed banner not only enhances the user experience but also delivers a significant return on investment (ROI) when placed in carefully chosen advertising spaces.

    Esempio di banner testuale
    Example of a text banner

    Banners often feature images, like the example of the pop-up below:

    Esempio di banner immagine popup
    Example of an image pop-up banner

    In the example below, you can even see three banners of different formats:

    Esempio di banner pubblicitari
    Example of advertising banners

    One of the first considerations when creating a banner is selecting the right size. Advertising banners come in various formats, but some standard sizes are universally recognized for their effectiveness:

    • 468 x 60: a classic format known as the “Full Banner,” ideal for the top or bottom of a webpage.
    • 300 x 250: the “Medium Rectangle,” highly popular on mobile and desktop due to its versatility.
    • 728 x 90: known as the “Leaderboard,” often seen at the top of websites.
    • 160 x 600: the “Wide Skyscraper,” well-suited for sidebars.

    These formats are optimized to grab attention without disrupting navigation. Google Ads and other advertising platforms recommend these sizes to maximize the effectiveness of campaigns.

    For a comprehensive list of formats and technical specifications for banners, you can refer to the IAB’s PDF, which provides details on weights and dimensions for optimal usability across devices.

    elenco formati banner pubblicitari IAB
    elenco formati banner pubblicitari IAB

    Popular banner types and examples

    Billboard (970 x 250)

    Frequently used for impactful promotions.

    Billboard Banner Ad Example 970*250

    Smartphone banners (300 x 50 or 320 x 50)

    Ideal for mobile ads.

    Esempio di banner per smartphone
    Smartphone banner example

    Leaderboard (728 x 90)

    Commonly placed at the top of a site, often alongside the logo.

    It was the most used banner ever at the dawn of the internet and was almost obligatorily displayed at the top of the site to the right of the logo. It is still used today although less frequently.

    With current screen resolutions it is much easier to find a leaderboard in the center of the page.

    Here is an example of a 728*90 leaderboard right next to the logo

    Esempio di banner pubblicitario di tipo Leaderboard
    Example of a Leaderboard type banner ad

    Super Leaderboard/Pushdown (970 x 90)

    A larger variation of the leaderboard.

    Like the leaderboard but larger is the Pushdown with a banner size of 970 x 90 pixels

    Here is an example:

    Esempio banner pubblicitario Pushdown
    Pushdown Ad Banner Example

    Portrait (300 x 1050)

    Often found in side columns.

    It is a banner often visible in the side columns of a web page.

    Skyscraper (160 x 600)

    Slimmer than the portrait, typically placed on sidebars.

    As the portrait is often visible on the sidebars of a site but smaller in size

    In the example below we see the coexistence of two banners, a portrait and a skyscraper

    Esempio di due banner pubblicitari portrait e skycraper
    Example of two portrait and skyscraper banner ads

    Medium Rectangle (300 x 250)

    Among the most widely used formats, suitable for side columns or within text on mobile devices.

    One of the most used formats ever because they adapt well to a side column of a web page but also in the body of a text to be scrolled on a mobile phone.

    Esempio di banner rettangolo medio 300 x 250
    Example of a medium rectangle banner 300 x 250

    120×60

    It is a very small banner that adapts to all devices even if it is not often proposed due to its difficult readability.

    Mobile Phone Interstitial

    Full-screen ads frequently seen when updating apps or browsing certain websites.

    This type of banner is often seen on mobile phones. They are those Intext ads that take up the entire screen when for example you update an app on a Chinese android phone or simply browse a website.

    Esempi di banner interstiziali per smartphone
    Examples of interstitial banners for smartphones

    Feature Phone Small Banner 120×20

    Feature Phone Medium Banner 168×28 –

    Feature Phone Large Banner 216×36

    These are formats suitable for mobile phones even if they are not widely used. Generally, formats with greater height are preferred to these for greater visibility of the advertising message.

    While not traditional banners, social media images have specific sizes to ensure optimal display.

    For example, to update a Facebook profile you need to know that the ideal image that can include your face or your logo must have very specific dimensions.

    Let’s see below all the banner formats for social channels

    Facebook

    • Profile picture: 176 x 176 pixels on desktop, 196 x 196 pixels on smartphones.Cover photo: 851 x 315 pixels.Posts:
    • Horizontal: 1200 x 630 pixels.
    • Vertical: 630 x 1200 pixels.
    • Square: 1200 x 1200 pixels.

    Pinterest

    • Profile picture: 165×165 px
    • Size: 238×284 px
    • Board pin: 238x
    • Pin in feed: 238x (scaled height)
    • Pin zoomed: 735x (infinite pixels)

    Twitter

    • profile: 400×400
    • header: 1500×500
    • shared image: 440×220

    Instagram

    • Profile image 320×320
    • Maximum image resolution: 2048×2048
    • Photos taken from mobile device: 612×612

    LinkedIn

    • Square profile : 268×268
    • Cover image: 1128×191

    YouTube

    • cover: 2560×1440
    • profile 800 x 800
    • tablet: 1,855×423
    • mobile: 1,546×423
    • tv: 2,560×1,440
    • desktop: 2,560×423

    How to create an effective banner for websites

    Creating a successful banner requires a clear strategy. Key elements to consider include:

    1. Engaging design and text: A clean layout and a concise message are essential. Avoid overcrowding the banner with too much information.Visible CTA: Phrases like “Learn more,” “Buy now,” or “Start today” should stand out.Mobile optimization: Ensure the banner performs well on both desktop and mobile devices.Brand consistency: Use colors, fonts, and images that reflect your brand identity.Monitoring and testing: Tools like Google Analytics can help determine which banners perform best and how to optimize them.

    A practical example could be a web banner ad promoting a product or service on sale, with a direct CTA such as “Save 20% now!“.

    Where to publish banners

    Choosing the right placement for your banner is crucial to the success of your advertising campaigns. Effective locations include:

    • Ad networks like Google Ads: These enable you to reach a broad, targeted audience.
    • Industry websites: Placing banners on platforms that share your target audience yields better results.
    • Social media: Visual banners perform exceptionally well on platforms like Facebook and Instagram.

    Benefits of web banners in marketing strategies

    Web banners offer numerous advantages for businesses. They not only drive traffic to your website but also have a direct impact on sales and brand awareness.

    When strategically placed and optimized, banners can:

    • Attract new users.
    • Strengthen brand identity.
    • Promote interaction with specific products or services.

    Investing in strategic ad spaces and high-quality design can make the difference between a campaign that stands out and one that goes unnoticed.

     

  • Introduction to Web Design: guidelines

    Introduction to Web Design: guidelines

    Table of Contents

    What is Web Design

    What is Web Design? It is the art of combining creativity, technology and functionality to create websites that are aesthetically pleasing and easy to navigate. It deals with designing the visual appearance and interactivity of a site, while ensuring an optimal user experience.

    This process includes a wide range of activities, from the arrangement of design elements such as colors, images and text, to structuring navigation and optimizing for search engines. Good design is not only beautiful to look at: it is also functional and intuitive.

    Essentially, it is about designing and developing the visual appearance of a website, while ensuring an intuitive and engaging user experience.

    Through the combination of visual graphic elements, logical structure and interactivity, web design transforms concepts and information into an accessible and attractive form for users.

    A good web designer considers crucial aspects such as usability, visual clarity, intuitive navigation and adaptability to different platforms and devices.

    This art requires mastery of technical tools such as HTML, CSS and JavaScript, but it goes beyond mere code: it includes the wise use of color, the arrangement of elements, the choice of images and the structure of visual communication to convey a clear and engaging message.

    Web design is a constantly evolving sector, driven by technological innovation and new trends.

    It is a discipline that allows designers to express their creativity, but it also requires a constant openness to change and experimentation to keep up with user needs and new technologies.

    History of Web Design

    The history of web design begins in the early 90s, with the birth of the World Wide Web. Initially, sites were very simple, consisting of text and a few images. With the introduction of technologies such as CSS and JavaScript, the first step towards a more dynamic design was taken.

    Over time, design has evolved to adapt to the needs of an increasingly connected audience via mobile devices. Today, web design is not just about aesthetics, but also about user experience, with particular attention to white space, accessibility, and fluidity between desktop and mobile.

    Web Design Basics

    To understand what web design is, it is important to know its basic concepts:

    • Usability: a site must be easy to use, with intuitive navigation.
    • Responsive design: sites automatically adapt to any mobile device.
    • Typography and colors: careful choice of fonts and a well-balanced color scheme improve the visual experience.
    • White space: elements arranged with the right amount of breathing space for better readability.
    • Accessibility: inclusive design for users with different abilities.

    These concepts are the foundation for creating an effective and attractive website.

    Design Principles

    Design principles are the guidelines, the fundamental design elements that ensure the coherence and effectiveness of a web project. They include among others:

    • Balance: balanced distribution of design elements.
    • Contrast: differentiate elements to improve readability.
    • Visual hierarchy: organize content to guide the user’s attention.
    • Harmony: combine colors, shapes, and layouts in a cohesive way.

    A good web designer follows these principles to ensure that each project has a positive impact both visually and functionally.

    Professional figures in web design

    The world of web design is full of professional figures who collaborate to create complete, functional and attractive websites. Each of these figures plays a specific role in the design and development process, and together they form the beating heart of a digital project.

    Web designer

    The web designer is the creative person responsible for the visual aspect of the website. This figure focuses on design elements, such as colors, typography, images and layout, with the goal of creating a visually attractive product that is in line with the client’s identity.

    His main skills include:

    • Knowledge of basic web design concepts, such as the use of white space and visual hierarchy.
    • Proficiency with tools such as Adobe XD, Sketch, Figma, and Photoshop.
    • Ability to work with HTML and CSS to create interactive prototypes or mockups.

    The web designer must ensure that the site is responsive, that is, adaptable to any mobile device, maintaining a fluid and consistent user experience.

    Web developer

    The web developer translates the design created by the web designer into a functioning website, using one or more programming languages. There are two main categories of web developers:

    • Frontend developer: he deals with the part visible to users, implementing layout, interactivity and navigation. He uses languages ​​such as HTML, CSS and JavaScript to bring the visual project to life.
    • Backend developer: he works behind the scenes, managing the servers, databases and application logic that support the site. He uses languages ​​such as PHP, Python, Ruby or Node.js.

    In some cases, a single person may perform both roles, a position known as a full-stack developer.

    UX/UI designer

    The UX/UI designer combines two fundamental skills:

    • UX (User Experience): focuses on creating intuitive paths that facilitate navigation and ensure a pleasant experience. Analyzes user behavior to optimize the site structure.
    • UI (User Interface): deals with the visual aspect and interface of the site, ensuring aesthetic consistency and intuitive functionality.

    This figure works closely with the web designer and the web developer, proposing solutions based on research and tests with users.

    Content strategist

    The content strategist is the professional who plans and organizes the site’s content. His goal is to ensure that the texts, images and videos effectively communicate the brand’s message.

    His responsibilities include:

    • Create content optimized for user experience and search engines.
    • Work with designers and developers to integrate content into site design.
    • Plan long-term content strategies for websites and social networks.

    SEO specialist

    The SEO specialist is responsible for making the site visible in search results. This figure is essential to improve the position of the site in search engines through search engine optimization techniques.

    Its activities include among others:

    • Research of relevant keywords.
    • Optimization of texts, images and metadata.
    • Performance analysis and implementation of strategies to improve ranking.

    Graphic designer

    Although the graphic designer is not directly involved in the development of the site, his or her work is essential to create logos, illustrations, and other graphic elements that complete the visual appearance of the site.

    This figure often collaborates with the web designer to ensure that all visual materials are consistent with the brand.

    Project manager

    The project manager coordinates the team and ensures that the project is completed on time and within budget. This figure acts as a bridge between the client and the work team, ensuring that the needs of the former are met.

    Accessibility Specialist

    With the rise of an inclusive web, many companies are employing accessibility specialists. These professionals ensure that sites are usable by users with different abilities, implementing techniques such as using alt text for images or optimizing for keyboard navigation.

    Career Opportunities and Job Market

    The world of work in web design offers numerous opportunities. Those who choose this career path can work as freelancers, in marketing agencies or in technology companies.

    The job market is constantly evolving, with a growing demand for skills in user experience, search engine optimization and responsive design. A master’s degree in design or computer science, along with refresher courses, can help you enter this dynamic sector.

    Questions and Answers

    1. What is web design? Web design is the visual and functional design of websites, combining aesthetics and usability.
    2. What is the history of web design? Web design was born in the 1990s and evolved from simple static pages to interactive experiences.
    3. What are the principles of design? Principles include balance, contrast, visual hierarchy, harmony and white space.
    4. What role does user experience play? User experience is central to web design, ensuring intuitive navigation and user satisfaction.
    5. Who works in web design? The main roles are web designers, web developers and UX/UI designers.
    6. What are the job opportunities? The market offers roles in agencies, technology companies and as freelancers.
    7. How important is responsive design? It is essential to ensure that sites are accessible on any mobile device.
    8. What is white space? It is the empty space between design elements, essential for readability and visual clarity.
    9. What tools does a web designer use? Tools such as HTML, CSS, JavaScript and graphics software such as Adobe XD or Figma.
    10. Do you need a degree to become a web designer? It is not mandatory, but a master’s degree or specific courses can help build solid skills.

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