Graphics Reference
In-Depth Information
within the confines of the brand standards, you may want to push
the limits when you can. Obviously, some of your clients
brand
standards will be stricter than others and that could, in turn, affect
just how far you can push the limits. However, some brand stan-
dards are very loose and forgiving. Pushing the limits on these
relaxed standards could lead to more projects (such as microsites),
and who knows, you may even influence your client to come up
with a new look and feel for their entire brand.
'
Know the Audience
Much like your clients, there are different types of people at whom
you will target your design. These groups of people are called your
target audience and they will be another determining factor in the
look and feel of your design. The specifics of the target audience,
such as age, income, influence, and other demographics, will most
likely be found within the creative brief put together by the plan-
ner. Using those specifics, you can decide the direction your design
will take. For an audience that is regarded as the elite, rich, upper-
class decision makers, you might have a very clean, slick, simple
design that gets straight to the point of the message. However, you
may want to design something more edgy if you will be going after
a younger audience that may be more into things like gaming,
extreme
sports, and screaming guitars.
Know the Placements
Hand in hand with knowing your audience is to know where your
ads will be running. There
s a lot to be said for knowing your sur-
roundings and coming up with designs for banner ads is no
exception to that. If you are aware of how many sites (and pre-
ciselywhichsites)youradswillbeshownon,youcantakesome
time to surf around to them for a little inspiration. This is not to
say that you should go to those sites and copy their designs into
your banners, but that you should look them over to better decide
how you can make your ad stand out without doing so in an
obnoxious way.
The number of placements in which your ad will be seen can
greatly affect this approach. If there are a large number of sites that
will be running the ad, it may be harder to find a design that fits
within all of them at the same time. However, you may be dealing
with a small or very specifically targeted account that only has the
banners running on a single site. Either way, you want your ad to
be seen and knowing the look and feel of the surrounding area can
help make that happen. Before leaving this section, I would like to
reiterate one important note: Avoid making your banners stand out
inthewrongwayonasite.Thelastthingyouwanttodoisto
'
Search WWH ::




Custom Search