בעידן הדיגיטלי בו כל כך הרבה אלמנטים מתחרים על העין המתבוננת עם מגוון מסרים שיווקיים, באנר ייחודי יכול לעשות הבדל משמעותי.
באנר הוא למעשה פרסומת שרצה באתרי אינטרנט, פורטלים, בפרופילים ובדפים ברשתות החברתיות המיועדת להפנות את תשומת הלב למוצר חדש, שירות מעניין, להגביר את המודעות למותג או לקדם אירוע מכירות.
באנר הוא חלק בלתי נפרד מהמיתוג של חברות כאשר רוכשים שטחי פרסום באתרים שונים או מתלבשים על מוקדים ברשתות החברתיות בהם ניתן להעלות באנרים. עיצוב הבאנר הוא חלק אינטגרלי מגיבוש אסטרטגיה עסקית ושיווקית. לפניכם טיפים כיצד ליצור באנר אטרקטיבי ואפקטיבי:
זהות המותג בבאנר
חשוב מאוד שהבאנר יתקשר את הזהות המיתוגית וערכי המותג, כדי שברגע שגולש יפגוש את הבאנר – הוא ידע בדיוק לאיזו חברה הוא שייך.
אפשר להתבסס בעיצוב הבאנר על תיק המותג ועם זאת, לחדש באלמנטים, גוונים או מוטיבים שקשורים לאותו קמפיין שהבאנר הוא חלק ממנו.
אסוציאציות חזותיות ומוטיבים שעושים הבדל
ברוב המקרים הגוון של הפרסום יותאם למסר, קהל היעד, לסביבה הוא משתלב. גוונים צבעוניים ונועזים לאוכלוסייה דינאמית וצעירה שמחפשת אנרגיות ורוצים ליצור אצלה התלהבות בעוד גוונים סולידיים שמרניים יותר לאוכלוסייה בוגרת שמחפשת אמינות, יציבות וכדומה או לאתרים שמשדרים תוכן מסוג זה – אקטואלי, פיננסי וכדומה.
בבחירת פלטת הגוונים מערבים גם אסוציאציות אינטואיטיביות שעולות בהקשר של הבאנר כמו ירוק שמזוהה עם צמיחה או זהב עם יוקרה, כדי להסב את תשומת הלב של הגולש ושהוא מיד יתחבר גם לאווירה ולסגנון ויידע לקטלג את הבאנר כחלק מעולם תוכן ספציפי.
קומפוזיציה נבונה של טקסט
כדאי ליצור קונטרסט בין הרקע לגוונים של הפונט על מנת להדגיש את המסר שחולף בבאנר ושיהיה ניתן לקרוא אותו גם מרחוק וגם בעת גלישה או במהירות. לא כדאי להעמיס בטקסט, כדי לשמור על מסר קצר, קולע וקליט.
עבדו על פי היררכיה הגיונית מבחינת המסרים החשובים ביותר עד למסרים השוליים (או הסירו מהבאנר מסרים שאינם חיוניים).
חשבו על הצעת ערך למודעה כמו הנחה, קוד קופון, תחרות, מהירות המשלוח כדי להפוך אותו ליעיל יותר.
יש לתכנן מבחינת קומפוזיציה ועיצוב את האלמנטים החשובים כמו לחצן הנעה לפעולה. אפשר להשתמש גם בתמונות או בסרטוני וידאו כדי להמחיש את המסר הטקסטואלי בעוגנים וויזואליים וליצור באנר בלתי שגרתי.
חשוב להשתמש בתמונות או קליפים באיכות גבוהה ולא להתפשר על עבודה גרפית של מומחים שמכירים את העבודה מקרוב וידעו גם לעצב באנר שיגביר את המודעות.
התאמת הבאנר למידות
שילוב של הבאנר דורש אופטימיזציה והתאמה של המידות כל פעם מחדש בהתאם למוקד בו הוא ישתלב בין אם מדובר בבאנרים אנכיים או אופקיים, כתמונת קאבר בפייסבוק או כסטורי באינסטגרם. יש להתאים את המידות כך שהעיצוב יישמר ועם זאת יתאים למקום בו הוא עתיד להשתלב.
ישנם באנרים בסגנון פופ אפ שקופצים בעוד אחרים הם חלק סטטי מהאתר בו הם נמצאים.
כדאי לשבץ מסגרת צבעונית לבאנר על מנת שהוא יודגש על רקע סביבתו ויתחרה גם ברקע עמוס.
מיתוג מנצח בהפיכת תמונה לציור
דרך מדהימה לבלוט למרחקים ברשתות החברתיות היא עם באנר מסוג אחר אומנותי שמתאים בדיוק למהות של העידן הדיגיטלי. תמונת פרופיל או תמונת נושא שהיא ציור ייחודי שלכם – תמונת פרופיל שמעוררת עניין או תמונת נושא שלוכדת את תשומת הלב ואפילו פוסט מודעה שייחרתו בזיכרון ויתרמו למהלך המיתוגי שלכם, של העסק, של האירוע.
הפקידו את המלאכה בידי מי שיודעים להפוך את התמונה שלכם לציור בלתי נשכח והפכו את הבאנר שלכם למנצח! השקעה בה רואים תוצאות בערוצים הדיגיטליים.
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