For this post I have created 3 online advertising banners and will be analysing how the design choices will help InfluentHull’s campaign.
Each banner has a similar style that incorporates the InfluentHull branding. They have a corporate, professional feel that portrays a knowledge of business growth. Yet they are still creative and fun and would appeal to a client with a creative business.
Strong, vibrant colours have been used to ensure that the banners stand out from the website that they are included in.
The imagery was included to catch business owner’s attention and is a visual representation of prospective business owner. Rather than having the image as a rectangle, the sun like shape was included to continue to develop InfluentHull’s brand identity.
Each line of text on the web banners are slightly different to ensure they fit nicely within the space. The language used is professional and explains what the user will be gaining by following the call to action. The way the text motions down/across the designs is to lead the user’s eye towards the clear call to action.
For the call to action, rather than having “Click here” or “Find out more”, I included “Let us help” as this conveys InfluentHull’s friendly and approachable nature. Creative businesses may be small and to take on a business consultant might be a huge step for them meaning that it is important to use welcoming language.
When choosing the colours of the text on each coloured background I made use of the web aim website, I had thought that having blue text on the orange button might give a nice depth to the button, unfortunately that colour combination did not meet the accessibility requirements. Fortunately, having the black text on the button is in keeping with the logo.
For the different sized banners there was a variation of the primary logo and the logo mark being used, this is based on the size restrictions, I felt that it was more important on the smaller mobile banner to include the message of what InfluentHull do as this will lead to more click throughs than the name of the company.
References
Cherrydeck (2022) Woman working on laptop [Photograph]. https://unsplash.com/photos/a-couple-of-women-sitting-on-top-of-a-blue-chair-mN-vI3Ld0A4 [Accessed 7 January 2025].