Marketers nowadays will tell you to use a lot of images because they draw attention and as little copy as possible because nobody reads it. Moreover, odds are that you’ll meet ad guys that will tell you that copy is boring, uninteresting and that it doesn’t significantly influence the click-through rate. In other words, text is a necessary bad.

Needless to say there’s an endless war between designers and copywriters, each taking side of their own… let’s call it specialty.

But how true is this claim? Maybe you can clarify that for me.

However, look at the following banner:

Replay

It seems that the designer and the copywriter came together well on this ad. Not only the ad manages to tell a lot of things without being boring, but the text is the main attention grabber here.

Well, what can I say? Either relatively long copy works sometimes, either NewScientist isn’t quite for everyone. Or both. Your pick.

PS: Do you think it’s possible to create a banner ad like the one above using BannerSnack?

This entry was posted on Wednesday, April 29th, 2009 at 8:28 am and is filed under Examples, News & Opinion. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.