Graphics Reference
In-Depth Information
2
DESIGNING BANNER ADS
CHAPTER OUTLINE
Conception 26
Know Your Client 26
It Takes All Types (of Clients)
27
Know the Brand 28
Know the Audience
29
Know the Placements
29
Campaign Goal 30
Branding and Selling
30
Brand It 31
Sell It 31
Designing to Move 32
Visualize While You Work
32
Animation Assets 33
Turn Over a Little Control 33
Know the Strengths and Limitations
34
Back to Step One
35
Conclusion
35
While designing for banner ads and designing for microsites can be
a very similar process, there are still differences between the two.
For example, you have a much larger virtual canvas and file size to
work with in microsites, but you are constrained to specific widths,
heights, and file sizes in banners. Another difference is that your
microsites can (and should, in most cases) be broken up into mul-
tiple files, but you are generally only allowed a single file with stan-
dard Flash banners and a limited amount of additional external
files with rich-media banners.
Because of these differences, I
m going to split the topic of
design into different areas of the topic. In this chapter, I
'
'
ll be talking
'
about banners. I
ll go into designing for microsites in Chapter 8,
“
”
'
aptly titled
Designing Microsites,
and I
ll touch on a couple of
