Over a decade of experience at an altweekly newspaper, designing ads was our first task and one of the most important. The goal of an advertisement in a newspaper is to attract your readers’ attention and inspire them to take action. Ad layout has a huge impact on its level of success.

In my time building these ads for a diverse group of clients, I’ve learned some key elements to focus on and passed that knowledge on to my design team.

• Grab the Reader’s Attention
• Focus on Flow
• Choose Simple, Readable Fonts
• Keep Font Sizes Consistent
• Color Schemes
• Choose the Flat Look – avoid using three-dimensional effects or too many shadows
• Pay Attention to Alignment
• Manage Free Space with Care

Banner ad design is increasingly vital in the digital realm, capturing fleeting online attention and driving engagement. Creative visuals and concise messaging are essential for standing out amid digital noise. Effective banner design not only boosts brand visibility but also contributes to higher click-through rates, making it a critical component of successful digital marketing strategies.