jeu. Juin 20th, 2024

 

Savez-vous à combien de bannières web s’expose un internaute, chaque mois ? À 1 700 bannières en moyenne. Dingue, non ? Forcément, les utilisateurs ont appris à les ignorer et à « faire avec ». Alors, si vous voulez que votre publicité attire leur attention, voici 11 conseils pour rendre vos bannières web captivantes !

1. Rendre le texte immédiatement lisible

Évitez les polices manuscrites, extrêmement fines, les textes en majuscules ou les tailles de police inférieures à 10 pt. Cela peut fatiguer l’œil du lecteur et rendre l’ensemble du texte beaucoup plus difficile à lire.

2. Rédiger une baseline engageante

Vous connaissez le pouvoir d’une punchline ou d’un slogan pour capter l’attention d’un prospect. Appliquez ce pouvoir à vos bannières web ! Posez une question, donnez un chiffre fort ou utilisez une citation célèbre pour déclencher une réaction émotionnelle chez vos visiteurs. Si vous pouvez être à la fois professionnel et provocateur, n’hésitez pas !

3. Recourir au sous-titre

Idéalement, votre bannière doit comporter un titre court. Cependant, si vous devez transmettre des informations supplémentaires au visiteur, créez un sous-titre. Soyez bref ! 2 phrases maximum. Dans le cas contraire, vous pouvez inclure un CTA “Lire la suite”.

4. Intégrer des mots-clés

Le texte de votre bannière doit utiliser certains termes forts qu’on retrouve dans vos contenus ou landing pages. Des formulations, des propositions de valeur et des slogans uniformes fournissent une expérience utilisateur globale et cohérente. Ce qui les interpelle plus facilement, tout en créant un lien fort avec votre marque.

5. Appliquer la règle des 80/20

Les bannières web sont des œuvres d’art visuel, et leur principal objectif est de faire appel au sens de la vue et aux émotions. Le bon équilibre entre l’image et le texte ? Un ratio de 80/20 (oui, la célèbre loi de Pareto !). Respecter cette formule permet d’élaborer un design percutant qui se concentre sur l’essentiel.

6. Choisir l’arrière-plan avec soin

Devez-vous utiliser un arrière-plan de couleur unie ou une photo ? Les couleurs unies conviennent à la mise en valeur d’un produit ou d’un call-to-action. Les arrière-plans avec photo sont conseillés lorsque vous cherchez à vendre des produits techniques ou si vous souhaitez raconter une histoire.

7. Utiliser des visuels métaphoriques

La métaphore visuelle se traduit généralement par une photo attrayante qui envoie un message fort. Par exemple : un homme en costume qui gravit une montagne suggère qu’il faut faire des efforts pour réussir dans le business ; une femme qui saute à l’élastique traduit le courage et l’action de « se lancer » ; une main qui tient de la terre d’où émerge une plante démontre que la réussite, la croissance, est entre vos mains… Ce type de visuel est très souvent utilisé dans la publicité. Cependant, vous devez faire attention à ne pas noyer le message principal. La métaphore doit suffisamment être explicite.

8. Animer la bannière

Les bannières animées attirent l’œil, aussi bien sur bureau que sur mobile. Afin d’être efficace, l’animation ne doit pas durer plus de 9 secondes, mais vous pouvez la diffuser en boucle (jusqu’à 3 fois). Et surtout, n’oubliez pas : la dernière image de l’animation doit être un appel à l’action très clair !

9. Ajouter une impression de mouvement

Les mouvements fluides, comme les cinémagraphes, rendent votre design dynamique. Plus discrets que les animations, ils énervent moins les utilisateurs et évitent qu’ils quittent brusquement la page. Essayez également d’inclure des lignes directrices dans votre design. Elles orientent le regard de l’internaute dans une certaine direction et lui permettent de remarquer toutes les parties importantes de votre bannière web.

10. Penser à une bannière slider

Une bannière déroulante permet à plusieurs éléments de contenu d’exister dans la même section de votre site web. Si vous ne pouvez pas vous contenter d’un message unique, c’est l’option la plus performante. Vous pouvez communiquer plusieurs messages, raconter une histoire ou présenter vos dernières nouvelles. Pour qu’elle soit efficace, n’obligez pas l’utilisateur à cliquer pour faire défiler les visuels. La bannière doit changer d’elle-même après quelques secondes.

11. Intégrer un lien

Cela peut sembler évident, mais il est surprenant de voir combien de bannières web ne contiennent pas de liens. Lorsque les utilisateurs voient une bannière, ils s’attendent à pouvoir cliquer dessus pour obtenir plus d’informations. Surtout, n’omettez pas cette partie indispensable ! Les bannières web jouent plusieurs rôles sur votre site web. En plus de fournir des informations importantes et de retenir le visiteur, elles peuvent vous aider à le convertir. Si vous voulez réussir vos bannières web, il ne vous reste plus qu’à appliquer ces 11 conseils et choisir votre outil parmi notre sélection pour concevoir de formidables bannières pour tous vos supports de communication. Si vous souhaitez créer des bannières publicitaires exceptionnelles et attirer un maximum de trafic, n’hésitez pas à faire appel à un graphiste professionnel.

Par Codeur.com

443 thoughts on “11 conseils pour créer votre bannière web”
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