BANNER advertising is the most traditional and common form of advertising on the Internet, its image has long been popular. Banner ads are small bulletin boards that span the top or bottom of a web page. When a user clicks, the mouse takes them to the advertiser's web site or cache page. Creative banner advertising for the establishment and promotion of customer brand image can not be underestimated.

  Banner ads are divided into banner ads and vertical ads. Banner ads appear at the top and bottom of a website's home page; Vertical advertisements are usually placed on both sides of the home page of a website. Banner advertising can be divided into three basic types: static, dynamic, and interactive.

  At the dawn of the Internet era, banner advertising was one of the main forms of online marketing. There weren't too many high-quality sites. To search for sites with good features and content, visitors actively click on banner ads. Today, the situation is completely different. The proliferation of banner advertising makes it hard to ignore. Visitors try not to click on banner ads, except in exceptional circumstances. Does all this mean that banner advertising is dying out? Not so fast. Although banner ads have a lower click-through rate than in the past, targeted banner ads can still be very effective. The banner ads used today are either for brand recognition or to drive more traffic to the site and thus more sales. Brand recognition as a full range of awareness activities, the company will be banner advertising in specific sites. Banner advertising is the most traditional form of advertising in the Internet industry. Banner ads are usually placed at the top of the page and are the first to catch the eye of web visitors. Creative banner ads can play an important role in building and improving the brand image of customers. Advertisers once thought banner ads were a magic bullet. These horizontal banner ads, which often appear at the top of web pages, had advertisers dreaming. Initially, 30% of web users clicked on these banner ads, compared with 1% to 3% for traditional mail ads. However, as the novelty wears off, the click-through rate for banner ads has dropped sharply, to just 0.3 to 0.5 percent, much lower than for traditional mail ads. Even so, banner advertising remains the dominant form of online advertising. Some 97% of websites have standard banner ads on the top half of their pages, according to AdRelevenceInc., a new media relevance company in Seattle. The Internet advertising bureau (InternetAdvertisingBureau) and PricewaterhouseCoopers (PricewaterhouseCoopers), a joint survey in the first quarter of 2000, about 52% of online advertising is the banner ads. Such ads are static or dynamic ads, usually rectangular, spread across web pages like flags.

  There is no doubt that banner advertising on the web is a fast messaging process, so it is vital that designers make it as easy as possible to read. Factors that determine how easy an online banner AD is to read include the size of the AD, the color, the background, the distance between lines, the spacing between words, and even the font. Despite the complex background of web pages, banner ads on the web can be easily understood, thanks to the special treatment of suitable fonts and fonts. There are a few other points to note, unless you want to achieve a specific effect, do not let the text near the edge of the advertising. In the text, must leave a considerable gap, so it does not appear crowded, slow style. If you need to divide the text into many lines, don't squeeze it into one.

  Clearly in order to create brand effect, designers need to apply a certain amount of colors and convey a certain amount of information. Designers believe that some works need to use color to create their own satisfactory effect. But the rule is to use as few colors as possible. The designer has to distinguish between the desired colors and only the desired colors. The amount of color used is inversely proportional to the advertising effect.