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  • Peggy Yeh

Visual Impact: Design Principles for Creating Engaging Display Ad Campaigns


In this blog post, we will explore essential design principles that can help you create engaging Display Ad campaigns. Whether you're a seasoned designer or a marketer looking to enhance your visual communication skills, these principles will guide you towards creating Display Ads that captivate your audience.


1. Keep It Simple and Clear

Simplicity is key when it comes to Display Ads. Keep your message concise and focused. Avoid cluttering your ads with excessive text or too many elements. Remember, most Display Ad sizes are quite small, particularly on mobile. We want to ensure the brand is captured and a clean design that allows the main message to be delivered. This is even more pronounced with remarketing given higher frequency ad placements and lower funnel position - learn about the different audience targeting segments with Display Ads. Use bold headlines, compelling images, and a clear call-to-action to guide viewers.


2. Use Eye-Catching Visuals

Visuals play a crucial role in attracting attention. Choose high-quality images or graphics that are relevant to your brand and message. Use vibrant colors and contrasting elements to create visual interest. Experiment with different layouts and formats to find what works best for your campaign objectives. Keep in mind the context of where your Display Ads will deliver - on websites. The nature of websites is typically busy thus elevating the necessity for eye-catching visuals on Display Networks. Display Ads can also run on mobile apps but it is recommended to focus primarily on website placements for best performance.



3. Incorporate Strong Branding

Maintaining consistent branding across your ad campaign is essential for brand recognition. Use your brand's logo, colors, and typography consistently to reinforce your brand identity. This consistency builds trust and familiarity with your target audience. Consider incorporating social proof like Google Reviews to augment your visual creative!


4. Create a Clear Hierarchy

A well-designed Display Ad should have a clear visual hierarchy. Guide the viewer's attention by establishing a clear focal point and organizing information in an intuitive manner. Use size, color, and placement to prioritize the most important elements of your ad.


5. Optimize for Mobile

With the majority of Internet users accessing content on mobile devices, it's crucial to optimize your Display Ads for mobile viewing. Ensure that your ads are responsive and visually appealing on smaller screens. Use legible fonts and appropriately-sized images to deliver a seamless experience across devices.


6. A/B Testing and Optimization

To maximize the effectiveness of your display ad campaigns, embrace the power of A/B testing. Experiment with different designs, messaging, and layouts to identify what resonates best with your target audience. Continuously monitor the performance of your ads and make data-driven optimizations to improve view-through conversions.

7. Stay Up to Date with Design Trends

Design trends evolve rapidly, and staying current is essential for creating visually impactful ads. Stay informed about the latest design trends, such as color schemes, typography choices, and visual styles, to keep your ads fresh and engaging.


In conclusion, creating visually compelling display ad campaigns involves a strategic blend of simplicity, eye-catching visuals, strong branding, clear hierarchy, mobile optimization, testing, and staying updated with design trends. By applying these design principles, you can create ads that not only grab attention but also drive engagement and deliver results.


Read about the latest trends in Display Ads such as Video Ads, Native Ads, Interactive Ads and More!



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