5 Brand Design Elements for Display Ads

Display ads need to grab attention fast. Here are 5 key brand design elements to make your ads stand out:

Logo placement
Brand colors
Fonts
Visual elements
Brand messaging

Quick overview of each:

Element	Key Points
Logo	Top-left corner for 89% better recall
Colors	Influence 85% of buying decisions
Fonts	Use hierarchy - headline, subhead, body
Visuals	65% prefer visuals over text
Messaging	Be clear and consistent

Using these elements effectively can boost brand recognition up to 80% and increase revenue by 23%. The goal is to create ads that reflect your brand and drive action.

Let's break down how to nail each element:

1. How to Place Your Logo

Your logo is your brand's face. Where you put it in display ads can make or break your campaign. Let's look at how to nail logo placement for maximum impact.

Strategic Placement

Logo placement isn't random. It's a science:

Top-left corner: This is the gold standard. Why? People are 89% more likely to remember logos here compared to the right side. It's where eyes naturally land first, especially in left-to-right reading cultures.
Bottom-right corner: This spot works too. It's where eyes often end up after scanning an ad.
Centered: Sometimes, a centered logo just fits. Mailchimp uses this on their website for a clean, fun look.

Color Contrast

Your logo needs to stand out, not blend in. Here's how:

Light colors on dark backgrounds (and vice versa)
Avoid dark blue logos on black - they'll vanish
Test different color combos, including inverses

Contrast isn't just about looks. It's about visibility.

Size and Scale

Size matters for logos. Here's a quick guide:

Platform	Recommended Size
Display Ad Header	160x160px (vertical) or 400x100px (horizontal)
Favicon	16x16px to 48x48px
General Baseline	250x100px

But there's more to it:

Scalability: Your logo should look good big or small
Balance: Visible without hogging the spotlight
Responsiveness: Adapts across different digital platforms

Google's display ad rules are worth noting:

Stick to standard logo ratios (like 1:1, 4:1)
Keep it simple - no fancy backgrounds
Use high-quality, well-cropped images

Remember: Your logo is your brand's handshake. Make it count.

2. Using Brand Colors

Brand colors can make your display ads stand out, boost recognition, and influence buying decisions. Here's how to use them effectively:

Color Contrast

Contrast is crucial for readability. Did you know 86.4% of top websites have low contrast issues? And about 300 million people worldwide have some form of color blindness.

To nail your color contrast:

Aim for a 4.5:1 contrast ratio for normal text (3:1 for large text)
Use dark text on light backgrounds (or flip it)
Skip tricky combos like red/green

Quick tip: Use contrast checker tools to meet WCAG guidelines.

Color Balance

Balance keeps your ad visually appealing. Try the 60-30-10 rule:

60% neutral color
30% secondary brand color
10% core brand color (your star)

This creates harmony and highlights key elements without overwhelming viewers.

Background Colors

Your background can make or break your ad. Here's what to consider:

1. Complement your brand: Choose backgrounds that enhance your core palette

2. Boost readability: Make sure text pops against the background

3. Set the mood: Different colors evoke different feelings

Color	Effect
White	Clean, modern
Black	Luxury, sophistication
Blue	Trust, stability
Green	Growth, nature

Fun fact: 57% of men prefer blue, while 35% of women favor blue, with purple (23%) as a close second.

Real-World Examples

Let's see how top brands use color:

Coca-Cola's iconic red and white combo has been going strong since 1886. Red screams excitement, while white whispers purity.

Nike's bold use of black shouts strength and power.

Google uses distinct color schemes for different products (blue for Docs, green for Sheets), making each easy to spot.

As the Color Marketing Group puts it: "Colors establish brand identity and recognition."

3. Choosing the Right Fonts

Fonts aren't just pretty letters. They're your brand's voice in display ads. Let's look at how to pick fonts that make an impact.

Font Hierarchy

Think of font hierarchy as a roadmap for your readers' eyes. It guides them through your ad, showing what matters most:

Primary font: Your headline hero. Make it big and bold.
Secondary font: For subheadings. It should complement, not overshadow, the primary font.
Tertiary font: Your body text. Keep it simple and readable.

Take The New York Times. They use a big, bold serif for headlines, a smaller sans-serif for subheadings, and a regular serif for body text. This creates a clear visual path through their content.

Text Readability

If people can't read your ad, you've lost them. Here's how to keep your text clear:

Use large font sizes that work on all screens
Give your text breathing room
Black text on a white background? That's the gold standard
Save all caps for short headlines or logos

Brand Fonts

Your fonts should match your brand's personality. It's like picking the right outfit for a date. Here's a quick guide:

Brand Personality	Font Style	Example
Traditional	Serif	Garamond (Apple)
Modern	Sans-serif	Helvetica (American Apparel)
Innovative	Geometric	Futura (Volkswagen)
Elegant	Classic serif	Didot (Vogue)
Friendly	Rounded sans-serif	Proxima Nova (Mashable)

Stick to 2-3 fonts max in your display ads. Any more and you'll look like a typographic circus.

"You can be cautious or you can be creative, but there's no such thing as a cautious creative." - George Lois, legendary ad man

Don't be afraid to play with fonts, but always keep readability and brand alignment in mind. And remember, fonts like Helvetica, Futura, and Roboto are popular for good reasons. They're clean, versatile, and work well across industries.

4. Adding Visual Brand Elements

Visual brand elements can make your display ads stand out. They're not just decorative - they're tools to boost brand recognition and engagement. Here's how to use them effectively:

Icon incorporation

Icons are like visual shorthand for your brand. They can convey complex ideas quickly. Here's how to use them:

Keep it simple. Icons should be easy to understand at a glance. Think Apple's apple logo.
Match your brand. Icons should fit your brand's style and colors.
Don't overdo it. One or two well-placed icons often work better than many.

Image placement

The right image in the right spot can make your ad shine. Here's how:

Use the Z-pattern. People often scan content in a Z shape. Put key visuals along this path.
Use clear images. Blurry or pixelated images look unprofessional. Always go for crisp visuals.
Show, don't tell. If you're selling a product, show it in action. Airbnb ads often feature inviting images of unique stays.

Visual balance

Balance in your ad design isn't just about looks. It guides the viewer's eye and helps convey your message. Here's how to achieve it:

1. Use the rule of thirds

Split your ad into a 3x3 grid. Place key elements along these lines or where they cross.

2. Create contrast

Use color and size to make important parts stand out. Geico's skyscraper ads use bright green CTAs that pop against white backgrounds.

3. Use white space

Don't fear empty space. It can highlight your key message and keep your ad from looking cluttered.

Here's a quick guide to balancing your visual elements:

Element	Placement	Purpose
Logo	Top left or center	Brand recognition
Main image	Center or Z-pattern	Grab attention
Headline	Top or over image	Main message
CTA	Bottom right	Drive action

The goal? Create an engaging ad that reflects your brand's personality. As Instapage puts it in one of their ads: "the most powerful landing page builder." Their ad quickly communicates their value while keeping a clean, balanced design.

"You can be cautious or you can be creative, but there's no such thing as a cautious creative." - George Lois, legendary ad man

This quote captures the spirit of creating compelling visual brand elements. Don't be afraid to push boundaries and try new designs. Just make sure they fit your brand identity and effectively communicate your message.

5. Writing Brand Messages

Your brand message is the heart of your display ad. It's what grabs eyeballs, shows value, and gets people to act. Let's look at how to write brand messages that click with your audience and make your ads work harder.

Tone consistency

Keeping your tone the same across all your brand talk is key. It helps people know and trust you. Here's how to do it right:

1. Pick your brand's personality

Choose 3-5 words that sum up your brand's voice. Starbucks, for example, aims to sound both practical and expressive.

2. Make a style guide

Write down your brand voice rules and share them with your team. This keeps everyone in sync.

3. Check-in regularly

Look over your content now and then to make sure your tone stays the same everywhere.

"Your brand voice is how you show the world who you are, what you're about, and what matters to you." - Grammarly Business

Message clarity

In display ads, clear, short messages win. You've got seconds to catch someone's eye, so make each word pull its weight:

Keep it simple. Use everyday words that anyone can get at a glance.
Focus on what's in it for them. Tell people how they'll benefit, plain and simple.
Use active voice. It's more direct and grabs attention.

Here's the difference between fuzzy and clear messages:

Fuzzy	Clear
"Our innovative solution optimizes efficiency"	"Save 2 hours a day with our app"
"Experience next-level performance"	"Run 50% faster in our shoes"
"Revolutionary AI-powered platform"	"Get answers in seconds, not hours"

Call-to-action text

Your call-to-action (CTA) is the bridge from interest to action. Make it strong:

1. Be specific

Tell people exactly what happens when they click.

2. Create urgency

Use words that make people want to act now.

3. Keep it short

Aim for 2-5 words, tops.

Some CTAs that work:

Brand	CTA	Why it works
Netflix	"Try 30 Days Free"	Shows clear value
Spotify	"Get Spotify Free"	Simple and direct
Airbnb	"Book unique homes"	Highlights what's special

Your CTA should match your ad's goal. If you're just getting your name out there, "Learn More" might work. If you're selling directly, "Shop Now" could be better.

"Big jumps in conversions don't come from mind tricks. They come from figuring out what your customers really need, the words that speak to them, and how they want to buy." - VP of Client Services, KORTX

How Brand Elements Affect Ad Results

Brand elements can make or break your display ads. Let's dive into how each piece of the puzzle impacts your ad's performance.

Logo Placement and Recognition

Where you slap your logo matters. A lot.

Put it in the top-left corner, and you'll see 89% better recall than if you stuck it on the right. And if you use your logo consistently? You could boost brand recognition by up to 80%.

Take Google. Their blue, green, yellow, and red colors are so iconic that 91% of people can spot the brand just from those hues. That's powerful stuff.

Color Psychology and Consumer Behavior

Colors aren't just pretty. They're persuasive:

Color Impact	What It Does
Recognition	Boosts brand recognition up to 80%
First Impression	Makes up 55% of brand first impressions
Recall	81% of folks remember brand color over name
Purchasing	Sways 85% of buying decisions

HubSpot tested this out:

"We changed a CTA button color and saw clicks jump by 21%. That's how much color can move the needle."

Typography and Readability

We don't have hard numbers on typography, but don't underestimate it. Good fonts can:

Make your ad easier to understand
Keep eyes on your ad longer
Help your message stick

Visual Elements and Engagement

Pictures speak louder than words:

65% of people prefer visuals over text
Full-color magazine ads get 26% more attention than black and white
Video ads in display campaigns? They're engagement magnets

Brand Message and Consumer Trust

Your message needs to be clear and consistent:

81% of consumers need to trust you before they'll buy
Consistent branding across platforms can boost visibility 3-4 times
60% of companies say brand consistency added 10-20% to their growth

The Cumulative Effect

When all these pieces fit together:

It takes 5-7 brand interactions for consumers to remember you
Consistent branding can bump revenue by 23%
50% of consumers are more likely to buy from brands they know

Kevin Kaminyar, CEO of Yellow Tree Marketing, nails it:

"I asked [my clients] what popped into their head when they looked at different colors, and yellow was overwhelmingly positive. They brought up kindness, warmth, empathy - and that aligned with my brand."

Bottom line? Every element matters. Get them working together, and watch your ad performance soar.

Conclusion

Brand design elements can supercharge your display ads and drive results. Here's what you need to remember:

Logo placement: Put it in the top-left corner. This simple move can boost recall by 89%. Use it consistently, and you might see brand recognition jump by up to 80%.

Colors: They're not just for show. A staggering 85% of buying decisions are influenced by color. HubSpot saw a 21% increase in clicks by changing a CTA button color.

Fonts: Good typography can keep eyes on your ad longer and make your message stick.

Visuals: 65% of people prefer visuals over text. Full-color ads get 26% more attention than black and white ones.

Message consistency: 81% of consumers need to trust you before buying. Consistent branding across platforms can boost visibility 3-4 times.

When these elements work together, the results can be impressive. It takes 5-7 brand interactions for consumers to remember you, but get it right, and you could see a 23% increase in revenue.

Kevin Kaminyar, CEO of Yellow Tree Marketing, puts it well:

"I asked [my clients] what popped into their head when they looked at different colors, and yellow was overwhelmingly positive. They brought up kindness, warmth, empathy - and that aligned with my brand."

FAQs

What are the 4 parts of a display ad?

Display ads have 4 main parts that work together:

Headline
Description
Image
Logo

Here's a quick breakdown:

Part	What it does
Headline	Grabs attention
Description	Gives more info
Image	Shows the product
Logo	Identifies the brand

These 4 parts are the building blocks of responsive display ads. They're like the ingredients in a recipe - each one has a job to do.

Want to make your display ads pop? Here are some tips:

Keep it simple. Don't overcrowd your ad with text.

Make it look good. Use eye-catching images that fit your brand.

Stay on brand. Your logo and colors should be easy to spot.

Think of display ads like a billboard on the internet. You've got a split second to make an impression. So make it count!

"Perfection is achieved, not when there is nothing more to add, but when there is nothing left to take away." - Antoine de Saint-Exupery

This quote nails it for display ads. Keep only what you need. Cut the rest. That's how you make an ad that packs a punch.

5 Brand Design Elements for Display Ads