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How to cure banner blindness

According to Jakob Nielsen, these are the four most effective ways to attract peoples' eyeballs to ads:

- Making ads look like dialog boxes
- Making ads look like native content
- Using plain text
- Including faces
- Including cleavage and other "private" body parts

While Jakob finds that the last three present no ethical dilemmas, the first two do: Making an ad look like native content violates publishing's principle of separating editorial content and paid advertisement. Making it look like a dialog box is just plain deceptive.

In the article, Jakob also discusses how banner blindness is still real: Users don't look at anything that resembles ads, even if they aren't. If they glance at them, they typically don't engage with them. Often, they don't even see the advertiser's logo or name.

Links:

  • Banner Blindness: Old and New Findings Open link in new window

Henrik Olsen - August 20, 2007

See also: Research (129)  Ads (9) 

 

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