Banners
We use banners to promote content or products that we want our customers to see.
They are a very effective way of calling out an offer or showing we've got a new range of products. They're often the most prominent thing on the screen, so should be designed carefully and with consistency.
# Banner hierarchy
What should a banner include? We need to consider:
- The value proposition - why should I care?
- The call to action - what should I do?
# Banner blindness
“Banner blindness is a phenomenon in web usability where visitors to a website consciously or unconsciously ignore banner-like information, which can also be called ad blindness or banner noise.”
This can lead customers not reading the whole banner and just skim reading the main headline. In the example below, there's some terms and conditions in the banner which the customer hasn't seen, leading to order abandonment.
# Whoops
"Set up account but did not get 30% discount!! so have not placed order."
Do
- Consider banner blindness
- Be mindful of minimum font sizes
- Write succinct copy - we know most users skim read even important information
- Include a link or button to terms & conditions text
Don't
- Don't include too much text. See our guide on how we write
- Don't ssume our customers read every word
- Don't use a text colour that doesn't pass our accessibility guidelines