There is no formula for designing successful banner ads, as some people are drawn to certain aesthetics over others. That said, there is something to the theory that colours evoke emotions and affect the click rate. Let’s look at this in more detail.
The psychology behind colours
When you think about it, colour is often your first tool to catch someone’s attention as they scroll through a website. If you don’t instantly spark an interest, the user can scroll past in mere seconds. This is where using the correct colour language can help.
There are certain colours that, deep down, trigger specific emotions or reactions. Take red, for example, which is associated with urgency and importance. If you see a big, bold red notice, you tend to subconsciously stop briefly to read it. Blue, meanwhile, is often correlated with professional matters and might make you pause long enough to be drawn in. Green is far more laid-back and gives off an eco-friendly, natural vibe.
What is your brand voice, and how do you want to use banners to entice customers?
Depending on how you want your banner ads to perform, you may wish to consider colour psychology. Blue tones might get you more clicks in the long term, but they may not compel users to click as forcefully as predominantly red ads. You also need to find a balance, as too much of one colour is sure to put people off. This is why you should consider using a contrasting colour for your background.
How to get it right
You won’t always get it right the first time, and that’s OK. All marketing strategies, from conferences to HTML5 banners, are experimental. Professionals at agencies such as //thebannermen.com/banners/animated-ads/html5 can help you to bring your objective to life in the most appropriate way, based on your brand, the context, the season, and cultural trends.
We should also add that you shouldn’t be afraid to go monochrome, as even black and white have their own qualities when it comes to the psyche.