What is Banner Blindness?
A phenomenon where internet users consciously ignore banner-like graphics or advertisements.
Definition
Banner Blindness is a psychological and behavioral phenomenon observed in internet users, where they tend to consciously or unconsciously ignore graphical or advertising elements perceived as banners, even if they contain relevant information.
Origin
The concept of Banner Blindness was introduced in 1998 by Jan Panero Benway and David M. Lane through studies that showed how internet users avoided focusing on graphical ads that resembled banners.
Context
This phenomenon is linked to the saturation of advertising on the web. Users have developed a sort of mental filter to identify and divert attention away from elements they perceive as irrelevant or disruptive to their browsing experience.
Impact on UX
Banner Blindness directly affects the usability and effectiveness of web designs and advertising strategies. Important elements like alerts or call-to-action buttons can be ignored if they resemble an advertisement.
Relation to User Behavior
It relates to users' desire to focus on content they consider most relevant, minimizing distractions. This phenomenon has changed how designers and advertisers structure information.
Consequences
Traditional banners have lower click-through rates due to this behavior. This forces professionals to reconsider their advertising designs and innovate in ways to capture users' attention.
Strategies to Combat Banner Blindness
To combat Banner Blindness, strategies such as native design, which integrates ads into content to make them less intrusive, and personalization, which delivers highly relevant ads to each user, can be used. Interactivity, with dynamic elements, and framing, by presenting information attractively and coherently with the site's design, also help capture attention.
Want to learn more?
If you're curious to learn more about Banner Blindness, reach out to me on X. I love sharing ideas, answering questions, and discussing curiosities about these topics, so don't hesitate to stop by. See you around!
What does ASAP mean?
ASAP means "As Soon As Possible" and is an acronym used to indicate the urg...
What are A/B Tests?
A/B tests, also known as A/B split tests, are a method for comparing two ve...
What is the Definition of Done?
The Definition of Done, DoD, is a set of criteria that determines when a us...