As the recent Yell Awards have shown, trying to pick out aesthetic
and functional reasons for rewarding banners is a little difficult.
A restricted palette - both in terms of actual size and number of frames
- means that creative treatments for banners can be somewhat
The most effective banners state what they have to say simply and
cleanly and let the user get on with it. This is the case with IBM’s
e-business banners. Although only one execution was spotted on the
thisislondon.co.uk site, it was well laid out and got its message over
effectively with the minimum of fuss.
One wonders when sites will be able to use banners produced in
Flash/Java; perhaps creativity and flair will then be part of on-line
Publishers’ restrictions really are holding advertisers back.
Client IBM e-business
Brief Not supplied
Created and produced by MindShare Digital