Web Banner Design


 Website Promotional

Web Banner Design

Banner Formats    


Your assignment is to develop a promotional banner, and adapt the concept to ten (10) of the possible eighteen (18) standard web banner proportional formats. However, included within the series of ten, you must design a Full-Banner (468 x 60), Leaderboard (728 x 90), Square (336 x 280), and Fat Skyscraper (240 x 400).

The banner that you design may be geared towards marketing your own graphic design course blog portfolio, a hypothetical business or an actual, existing business. In other words, you could design a series of banners for Pandora.com,   Spotify, Hoyt Cinema, or even Olive Garden, instead of a hypothetical business. All ten (10) banner formats that you develop must visually communicate a single brand and visual identity.  The ten (10) different banner formats do not need to necessarily include the identical information, but they all must be visually unified and communicate a single brand.

Learning Outcomes

Student will be able to:

  • Create a series of unified and balanced designs consisting of typography, geometric shapes, and pictorial imagery.
  • Set up a series of documents within Photoshop that conform to specific pixel dimensions and sizes.
  • Develop a unique banner design concept to promote a business on the Internet.
  • Articulate how the design concepts emphasis, contrast, balance, flow, alignment and repetition have been implemented into creating a unified and balanced designs.
  • Create a series of banner designs that conform to a single visual identify and brand.

Creative Process

Due Dates

11/9               Post 5-10 banner examples you researched that caught your eye after reviewing hundreds.

11/9               Create bulleted list of 10 design elements that find visually compelling after reviewing dozens of banner design concepts.

11/9               Present your banner design idea

11/14            Create a bulleted list of the informational elements you are thinking about using within your banner design.

11/21            First Round Thumbnails – 5 completely different concepts five different banner formats.  (Different color schemes, font styles, pictorial imagery,                            etc. Totally different “visual looks”)

11/28            Second Round Thumbnails – Choose a single “Look” / “Visual Identify” to work with, and begin designing 10 different banners

(You must choose 10 out of the 18 different banner formats, including a Full-Banner (468 x 60), Leaderboard (728 x 90), Square (336 x 280), and Fat                                Skyscraper (240 x 400). )

12/5               Final Critique, Essay Posted on Blog

12/7               Mounted Banner Designs submitted for grade


Possible Unifying Elements

Informational Elements

Web address, phone number, Business Name, address, slogan, “Click Here” buttons, % discount, pricing information, important product or service details

Design Elements

Colors, font style, shapes, lines, textures, patterns, gradients, transparencies, imagery, composition – application of “rule of thirds”

What Banner Concept Must Include

  1. Unifying Font Style
  2. Business Name
  3. Color Scheme
  4. Pictorial Imagery (images with digital camera or simplified vector images created in in Photoshop

What Banner Concept May Include

  1. Logotype
  2. Slogan – ad anchor statement – brand essence reference
  3. Web address / URL
  4. E-mail
  5. Street Address
  6. Product or Service Pricing / % Discounts
  7. Other product or service information

Project Criteria

  1. When developing each of your web banner designs, consider how each of these design strategies will be applied: Emphasis, Contrast, Repetition, Alignment, Balance, and Flow.
  1. Design 10 different proportioned banners in the various formats.

          (You must choose 10 out of the 18 different banner formats, including a Full-Banner (468 x 60), Leaderboard (728 x 90), Square (336 x 280), and Fat Skyscraper           (240 x 400). )

  1. Compose five ( 5) of the banners on one 11×8.5” page, and then the remaining five ( 5) on the second page.
  1. List the pixel dimension sizes and banner format names below each banner design.


11”x8-1/2”  |   Media: digital  | Color | Printed on Gloss or Matt Photo Paper

What’s Required and Evaluation of Project

  • Mounted Comprehensive on black foam board. 2.5 inches all around.
  • Thumbnails, Rough and Comprehensive presented on blog and in class during critiques!
  • Essay
  1. Describe your creative process, and how you arrived at your final “visual look, identify and brand.”
  1. Describe the underlying design and informational elements that visually unify your 10 different proportioned banners, reflecting a single brand and visual identify.
  1. Choose your favorite banner design from the group of 10, and describe how you have specifically implemented the design concepts: emphasis, contrast, balance, flow, alignment and repetition into creating a unified and balanced design.

Brand: A brand is a mixture of attributes, tangible and intangible, symbolized in a trademark, which, if managed properly, creates value and influence.

“Value” has different interpretations: from a marketing or consumer perspective it is “the promise and delivery of an experience”; from a business perspective it is “the security of future earnings”; from a legal perspective it is “a separable piece of intellectual property.” Brands offer customers a means to choose and enable recognition within cluttered markets.

Branding: Selecting and blending tangible and intangible attributes to differentiate the product, service or corporation in an attractive, meaningful and compelling way.

Brand Identity: The outward expression of the brand, including its name and visual appearance. The brand’s identity is its fundamental means of consumer recognition and symbolizes the brand’s differentiation from competitors.

Brand Essence: The brand’s promise expressed in the simplest, most single-minded terms. For example, Volvo = safety; AA = Fourth Emergency Service. The most powerful brand essences are rooted in a fundamental customer need.

Trademark (commonly referred to as logo) “Any sign capable of being represented graphically, which is capable of distinguishing goods or services of one undertaking from those of another undertaking” (UK Trade Marks Act 1994).

Visual Identity: What a brand looks like – including, among other things, its logo, typography, packaging and literature systems.

Demographics: The description of outward traits that characterize a group of people, such as age, sex, nationality, marital status, education, occupation or income. Decisions on market segmentation are often based on demographic data.




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