Date of Award
Master of Arts
Art and Design
Web advertising is growing faster than any other media. Web advertising has been known for its terrific communication power, and for its clickable and linkable abilities. The banner is one of the most well known forms of web advertising. However, no research has been undertaken to research the design elements in high click-through advertising banners. The purpose of this study is to find out the most effective elements that can make up the high click-through ad banners on the Web. Existing data of high click-through banners are used to find out what kind of design elements and principles are most common in high click through Web advertising banners. The research found that certain principles of design, interface and verbal elements can increase the click through rate, and semiotic approaches such as symbols and icons, visual metaphors and irony, are also found to make a high click-through banner. This research can be a guide for designing high click-through Web banners. In the future, with new technologies, advertising on the Web will become more sophisticated and complex. However, proper use of the design principles to convey the messages and organize information will remain.
Digital Repository @ Iowa State University, http://lib.dr.iastate.edu/
Sunghyun Ryoo Kang
Kang, Sunghyun Ryoo, "Designing high click-through Web banner advertising using design principles" (2000). Retrospective Theses and Dissertations. 16801.