Effective Designs Include These Three Essential Elements
Listed in order of importance:
1. Value Proposition - Calls attention to the product or service. May feature highlights, special offers, or prices and should be the primary content of the ad. (i.e., “Buy two sweaters, get one free!”)
2. Call-to-Action (CTA) - The CTA serves as an invitation for the user to click. It may not require the most space, but it should grab attention using ample color contrast. Display Ad CTAs should take the form of labeled buttons. (i.e., “Get My Free Sweater Now”)
3. Logo - It’s essential to include the organization’s logo to build brand awareness and provide context. However, it should not be the ad’s focal point.