10 Brand Elements for Display Ads: Guide 2024

Display ads are crucial for digital marketing in 2024. Here's how to make yours stand out:

Logo: Place it strategically, size it right
Colors: Use brand palette, follow contrast rules
Fonts: Stick to brand typefaces, ensure readability
Images: Choose on-brand visuals, use high-quality graphics
Message: Keep it consistent with your brand voice
Layout: Use grids, balance elements effectively
Branding: Follow guidelines, use templates
Technical specs: Mind file types, sizes, and load times
Metrics: Track CTR, brand awareness, and engagement
Optimization: Always test and improve

Quick Comparison:

Element	Key Points
Logo	Top-left or bottom-right, proper sizing
Colors	Brand palette, 3:1 minimum contrast ratio
Fonts	2-3 fonts max, 16pt+ for body text
Images	Professional, relevant to product/service
Message	Consistent voice, clear benefits
Layout	Use grids, embrace white space
Branding	Consistent across platforms
Tech Specs	Under 150 KB, fast-loading
Metrics	CTR, brand awareness, engagement
Optimization	A/B testing, platform-specific adjustments

Remember: Keep it simple, load fast, and stay on-brand. Your display ads should be instantly recognizable and effective across all platforms.

Logo Basics

Your logo is your brand's face in display ads. Let's look at how to use it right to make a big impact in your 2024 display ad strategy.

Where to Put Your Logo

Put your logo where it counts:

Top-left corner: Eyes start here. Great for quick brand recognition.
Bottom-right corner: Last thing viewers see. Reinforces your brand.
Not in the center: Unless it's the main focus, center placement can mess up your ad's flow.

"In ads, logos need to be seen. Where you put them matters a lot for visibility", says John Doe from Adsmith Agency.

Logo Size Guide

Your logo should stand out, but not overshadow your message. Here's a quick guide:

Ad Type	Logo Size
Website Header	250-350 pixels wide
Vertical Banner	160 x 160 pixels
Horizontal Banner	250 x 150 to 400 x 100 pixels
Favicon	16 x 16 to 48 x 48 pixels
Email Signature	300-400 pixels wide, 70-100 pixels high

These are starting points. Always check how your ads look on different devices.

Space Around Logos

Give your logo room to breathe:

Keep a buffer zone around it.
Use the 'x-height' rule: space around should be at least as big as the lowercase 'x' in your logo's font.
Leave enough margin near ad borders to avoid cropping issues.

Logo Options for Different Screens

In 2024, your logo needs to work everywhere. Here's how:

1. Make responsive versions

Full logo for big screens
Simple icon for small screens or apps

2. Use vector formats

SVG files stay sharp when resized. Perfect for different screen sizes.

3. Keep file sizes small

For web use, aim for under 200KB while keeping details crisp.

4. Think about contrast

Make sure your logo pops against different backgrounds in your ads.

Using Brand Colors

In 2024, your brand colors can make or break your display ads. Here's how to use color psychology to create ads that grab attention and get results.

Main and Support Colors

Your brand's color palette is the core of your visual identity. Here's how to use it:

Use your primary color for your main message and CTA buttons
Apply secondary colors to supporting elements and highlights
Use your accent color sparingly to draw attention to key details

"Color often determines a consumer's first impression of a brand or product. Consumers attach feelings they have about certain colors (e.g., black as luxurious) to the product." - Kevin Kaminyar, CEO of Yellow Tree Marketing.

Stick to your brand's color palette across all platforms. This can boost recognition by up to 80%.

Color Contrast Rules

Good contrast isn't just about looks. It's about making your ads easy to read and understand:

Text Size	Minimum Contrast Ratio
Small (<18pt)	4.5:1
Large (≥18pt)	3:1

For UI components and graphics, aim for a contrast ratio of at least 3:1 against adjacent colors. This helps the 300 million people worldwide with color vision deficiencies see your ad clearly.

Choosing Background Colors

Your background color sets the stage for your entire ad. Here's how to choose:

White or light colors make dark text pop and give a clean, modern look. You can also use lighter shades of your primary color for a cohesive feel. Or, pick a color that complements your brand's palette for contrast.

Pro tip: Use the WebAIM Contrast Checker to make sure your text is readable against your background.

How Colors Affect Viewers

Colors can influence how people feel about your brand. Here's a quick guide:

Color	Emotion	Brand Example
Red	Excitement, urgency	Coca-Cola
Blue	Trust, calmness	Facebook
Green	Health, growth	Whole Foods
Yellow	Optimism, warmth	McDonald's

Take Coca-Cola's use of red. It's not just about brand recognition. Red stimulates appetite and creates excitement, perfect for their product.

But remember: colors can mean different things in different cultures. Always research your target audience's color associations before finalizing your ad design.

Text and Fonts

Text and fonts can make or break your display ads. Here's how to use them right in 2024:

Text Size Order

Your ad should guide the viewer's eye. Here's how to do it:

Headline: Make it BIG
Subheadline: A bit smaller
Body text: Smallest (but still readable)
CTA: Stand out (bigger than body text)

Here's the catch: Google says text should take up no more than 20% of your ad space. So, make every word count!

Using Brand Fonts

Want people to recognize your brand? Be consistent with your fonts. Here's how:

Stick to 2-3 fonts max
Use your main brand font for headlines and CTAs
Use secondary fonts for everything else

Font Type	Use It For	Example
Serif	Fancy stuff	Baskerville
Sans-serif	Clean look	Helvetica
Display	Eye-catching headlines	Futura

Making Text Easy to Read

If people can't read your ad, what's the point? Follow these rules:

Body text: At least 16 points
High contrast between text and background
Sans-serif fonts for screens

"Brand consistency makes your ads look pro." - Rachel Corak, HawkSEM

Mixing Different Fonts

Want to mix fonts? Here's how to do it right:

Pair a serif with a sans-serif
Use font weights to show what's important
Keep spacing consistent

Remember: Your goal is to make your message clear, not to show off your font collection.

Images and Graphics

In 2024, your display ads' visual elements can make or break your campaign. Here's how to use images, icons, and patterns to create ads that grab attention and drive results.

Choosing Brand Images

Picking the right images for your display ads is a big deal. Here's what to do:

Pick images that match your brand's personality
Make sure images relate to what you're selling
Use high-quality, professional images

"Clear, unique images grab potential customers' attention", says Sarah Johnson, Creative Director at Adsmith Agency.

Custom photos can set you apart. Merrell, an outdoor gear company, saw a 35% jump in click-through rates after using custom images of their shoes in nature for their ads.

Using Icons

Icons can boost your message and make ads easier to understand. Here's how:

Use icons to quickly show features or benefits
Keep icons consistent with your brand style
Stick to 2-3 icons per ad to avoid clutter

Icon Use	Example
Show a feature	Wi-Fi symbol for connectivity
Call-to-action	Shopping cart for "Buy Now"
Brand values	Leaf for eco-friendliness

Adding Patterns

Patterns can make your ad pop without overwhelming it:

Use light patterns for texture in the background
Choose patterns that fit your brand's look
Make sure text stands out against the pattern

Adobe's ads use subtle geometric patterns that fit their brand and keep the main message clear.

Arranging Visual Elements

How you lay out your ad matters. Try this:

1. Use the Z-pattern: Guide the eye from top left to bottom right

2. Make the CTA stand out: Use a bright, contrasting color for your call-to-action button

3. Balance it out: Spread elements evenly for a clean look

"The more visually clear your message, the better you'll look after your brand image and win users' trust", says Emily Chen, UX Designer at Content and Marketing.

Keep it simple. Google found that ads with a clear layout and fewer elements got 25% more engagement than cluttered ones.

Brand Message Style

In 2024, your display ads need a consistent brand message. Why? It builds recognition and trust. Let's look at how to create a message that clicks with your audience.

Keeping Message Style Consistent

Your brand's voice should be the same everywhere. Here's how:

Pick a clear brand voice (professional? friendly? funny?)
Make a style guide for your team
Use the same language in all your ads

"Your brand voice is your secret weapon. It's what makes you stand out in the noisy online world." - Marketing Pro

Take Mailchimp. They're funny and casual. It works. They connect with customers through quirky humor and real talk. In the busy world of email marketing, they stand out.

Writing Good Headlines

Your headline is your first impression. Make it count:

Keep it short (6-8 words max)
Show your main benefit
Use words that pack a punch

Do This	Not This
Be active	Be vague
Use numbers	Use jargon
Ask questions	Make false promises

Think Nike. "Just Do It." Three words. Powerful. Consistent. That's their brand in a nutshell.

Showing Your Main Benefits

Tell people what they'll get. Fast:

Focus on 1-2 key benefits per ad
Use bullet points
Add numbers if you can ("Cut your energy bill by 50%")

Fenty Beauty nails this. They always talk about their wide range of shades. It's inclusive. It speaks to people who want to see themselves in beauty products.

Showing Brand Character

Let your brand's personality shine:

Use words that match your tone
Pick visuals that fit your brand
Be real. Be you.

Look at Oatly. They're witty and casual everywhere - social media, packaging, you name it. It makes them pop in the crowded plant milk market.

Ad Layout

In 2024, your ad layout can make or break your campaign. Let's look at how to create ads that grab attention and get results.

Using Grids

Grids are the secret weapon of great ad design. They give your ad structure and make it easy to scan. Here's how to use them:

Pick the right grid: column, modular, or hierarchical
Set it up carefully, thinking about columns, gutters, and margins
Always put content in columns, not gutters

"The grid system is an aid, not a guarantee. It permits a number of possible uses and each designer can look for a solution appropriate to his personal style. But one must learn how to use the grid; it is an art that requires practice." - Josef Müller-Brockmann, Designer and Author

Take The New York Times, for example. They use a hierarchical grid online to mimic a newspaper layout. Big stories get more space, guiding readers' eyes to what matters most.

Empty Space in Ads

Don't be scared of white space! It's key for clean, readable ads. Here's why:

Makes your ad easier to read
Draws attention to what's important
Stops your ad from looking cluttered

Look at Apple's ads. They're masters of white space. Their simple approach lets product images shine, making their ads stand out.

Where to Put Things

Where you place things in your ad can boost engagement. Here's a quick guide:

Element	Where to Put It
Logo	Top-left or bottom-right
Main Image	Center or left side
Headline	Top, above the main image
CTA	Bottom-right, in a color that pops

Keep in mind, people's attention spans are SHORT - just 8 seconds on average. Your ad needs to get the point across fast.

Different Ad Sizes

In 2024, your ads need to work everywhere. Here's how to handle different sizes:

1. Know what works: Google says these five ad sizes perform best:

728 x 90
336 x 280
300 x 250
300 x 50
160 x 600

2. Make it responsive: Design ads that adjust to fit the space. This keeps your message clear, no matter where it shows up.

3. Try different sizes: Test various formats to see what your audience likes best.

Check out Mailchimp's display ads. They use super simple images and layouts that work well in different sizes. Their brand stays recognizable, and their message stays clear.

Keeping Ads On-Brand

In 2024, your display ads need to scream "you" across the board. Let's look at how to keep your ads on-brand and make them stick in people's minds.

Following Brand Rules

Your brand guidelines? They're your playbook. Here's how to use them:

Write down your brand colors, fonts, and logo rules
Spell out what's okay and what's not for style
Get those guidelines to everyone making content for you

"Brand guidelines bring teams together. Your website, social media, emails, and product labels should all look like they're from the same family." - Ky Allport, Creative Director at Outline

Before you make any ads, take a quick look at your guidelines. It'll keep you on track.

Looking Same Everywhere

Want people to recognize you? Be consistent. Here's how:

Your ads should look at home on your website. They should fit right in with your social media posts. And when someone opens your email? They should know it's you before they even read a word.

This goes for all those display network ads too. Big or small, they should all scream your brand.

Using Design Templates

Design templates are your best friend for quick, on-brand ads. Why? They:

Keep you in line with your brand rules
Speed up making new ads
Help everyone on your team stay on the same page

Make a set of can't-mess-it-up templates for all your digital ads. It'll save time and keep your brand looking sharp.

Brand Recognition Tips

Want people to know it's you at a glance? Focus on these:

1. Logo placement

Put your logo in the same spot every time. Top-left corner? Great. Stick with it.

2. Color palette

Use your brand colors. Don't stray.

3. Typography

Stick to your brand fonts. No exceptions.

4. Messaging

Keep your tone consistent. Use the same key phrases.

Take a page from Coca-Cola's book. They use the same font, that iconic red, and their logo in the same way everywhere. You see it, you know it's Coke. That's what you're aiming for.

Technical Rules

In 2024, nailing the technical side of display ads is key. Here's what you need to know:

File Types to Use

Pick the right file type or your ad might flop. Here's the lowdown:

File Type	Best For	Max Size	Notes
JPG/JPEG	Photos, complex images	150 KB	High quality, small size
PNG	Logos, graphics with transparency	150 KB	Transparency support
GIF	Simple animations	150 KB	Limited colors, good for logos
HTML5	Interactive ads	150 KB	Not for all platforms

Google Ads likes JPG, PNG, and GIF for most display ads. These three cover over 50% of available ad space.

Image Quality Guide

Fuzzy images? No thanks. Follow these tips:

Double your display size for sharp images on high-DPI screens
Make square (1:1) and landscape (1.91:1) versions
Keep text minimal - your ad should make sense at a glance

Here's the kicker: Google only counts impressions when 50%+ of your ad is visible for at least a second. So make every pixel work for you.

Making Ads Load Fast

Slow ads = dead ads. Here's how to keep things snappy:

1. Compress images: Squeeze file size without killing quality

2. Use lazy loading: Ads pop up just before they're seen

3. Go asynchronous: Let ads load on their own schedule

Check this out:

"53% of mobile website visitors bail if pages take more than three seconds to load." - Google/SOASTA Research, 2017

That's why speed matters, especially on mobile.

Platform Rules

Different playgrounds, different rules:

Platform	What You Need to Know
Google Display Network	150 KB max, responsive ads a must
Facebook	20% text limit on images, multiple sizes needed
Instagram	Loves square (1:1) and portrait (4:5) ratios
LinkedIn	5 MB max, company logo required

Stick to these rules and your ads will play nice across platforms.

Measuring Results

In 2024, tracking display ad performance is key to boosting brand awareness. Here's how to measure and improve your ads:

Brand Awareness Stats

To gauge your display ads' impact:

1. Social Listening

Use Media Monitoring to track brand mentions and sentiment. It's like having your ear to the ground, but for your brand's online presence.

2. Web Traffic Analysis

Keep an eye on these Google Analytics metrics:

Metric	What It Tells You
Direct Traffic	Brand familiarity
Referral Traffic	Ad effectiveness
Organic Traffic	Search popularity

3. Customer Surveys

Ask your audience about brand recognition. It's like taking your brand's temperature.

"82% of people clicked on a result from a brand they were familiar with." - WebFX Marketing Agency

This stat shows why brand awareness matters. It's not just about being seen - it's about being remembered.

Visual Success Rates

Is your ad eye-catching? Here's how to find out:

Ad Click-Through Rate (CTR)

Compare your CTR to industry standards. Higher is better.

Heat Maps

See where eyes go on your ad. It's like a treasure map for your visuals.

A/B Testing

Try different visuals and see what sticks. Ancestry boosted online ad awareness by 38% just by testing native video ads on Taboola.

Brand Match Check

Your ads should scream "you". Here's how to check:

Visual Consistency Audit

Look at your ads across platforms. Do they all look like they're from the same family?

Brand Recognition Survey

Can people spot your brand from your ads alone? If not, it's time for a makeover.

Competitor Comparison

Put your ads next to competitors'. Yours should stand out like a peacock in a chicken coop.

Quality Checks

High-quality ads are a must. Here's your checklist:

1. Technical Specs

Element	Requirement
File Size	Usually max 150 KB
Image Quality	Double display size for sharp images
Load Time	Under 3 seconds is the goal

Platform Rules

Each platform has its quirks:

Google Display Network wants responsive ads under 150 KB
Facebook limits text to 20% of the image
Instagram loves square and portrait ratios

User Experience Testing

Check your ads on different devices. They should look good everywhere, from phones to desktops.

Conclusion

Let's recap the key points that'll make your display ads pop in 2024.

Consistency Is King

Want your brand to stick in people's minds? Keep things consistent. Here's how:

Use your brand colors everywhere
Stick to your fonts
Put your logo in the same spot

It's that simple. Do this, and people will start recognizing your ads from a mile away.

Design That Grabs Attention

People's attention spans are TINY now - just 8 seconds. Your ads need to work fast. Here's the game plan:

Do This	Why It Works
Keep it simple	One clear message is all you need
Guide the eye	Make it obvious what to look at first
Use contrast	Text should pop off the background
Embrace white space	Don't cram everything together

Tech Stuff Matters

Don't let the boring details trip you up:

Keep files small (usually under 150 KB)
Use the right file types (JPG, PNG, GIF are safe bets)
Make sure your ads load fast

Always Be Improving

Your job isn't done when the ad goes live. Keep making it better:

1. Watch the Numbers

Pay attention to:

How many people click (CTR)
If more people know your brand
How much people interact with your ad

2. Test, Test, Test

Try different versions of your ads. You might be surprised at what works best.

3. Know Your Platforms

Each place you advertise has its own rules:

Google likes flexible ads
Facebook wants less text in images
Instagram prefers certain shapes

Keep these in mind, and you'll be ahead of the game.

FAQs

What are the 4 parts of a display ad?

Display ads need four key components to be effective:

Headlines: Grab attention with snappy text
Descriptions: Explain your offer quickly
Images: Use eye-catching visuals
Logos: Show off your brand

Here's how these parts work together:

Part	Job	Tip
Headline	Get noticed	Keep it short (under 30 characters)
Description	Show value	Focus on benefits
Image	Look good	Use high-quality, relevant graphics
Logo	Brand recognition	Put it in the same spot (like top-left)

These elements need to work together to fight "banner blindness" and get people to engage. The Interactive Advertising Bureau says display ads should stand out from regular web content and have clear borders.

"An effective display ad must include consistent branding in order to maximize its impact." - Incrementors

To make your display ads pop in 2024:

Make your value proposition and CTA easy to spot
Use responsive design for different screens
Keep files small (under 150 KB) so they load fast
Test different versions to see what works best

Remember: your ad should look different from the rest of the webpage. Make it clear that it's an ad, not just more content.