I recently stumbled upon this quote by designer Robin Mathew, "Design is where science and art break even" and it struck a chord. In the world of mobile app marketing, never has this been truer. As you battle to ensure your app stands apart from the hundreds of thousands of other apps competing for downloads and loyal usage, some slight tweaks to your design can improve your results significantly. To ensure that your mobile app banner ad is not just artistic guesswork but a high-performing asset, consider the following critical design elements – and a couple of pitfalls to avoid.

Do:

• Immediately inform viewers of the brand that is delivering the advertisement.
• State the app name to establish brand recognition while increasing app awareness.
• Clearly and boldly state – in no more than eight words – what the app does and why users should download it. Less is always more.
• Use a strong call to action. If the app is free, say so. Use a rectangular button with two to three words such as "Download", "Free", "App", and/or "Now"
• Ensure your call to action stands out by using a color that contrasts significantly from the background.
• Placement matters – your call to action should be located at the bottom, right, or bottom right.

Don’t:

• Use unnecessary images. Your illustrations must be clear and digestible with just one brief glance. They should inform rather than distract.
• Write vague headlines. You have limited real estate with which to make an impact, so don’t waste it. Ensure your content is clear and concise.
• Make viewers squint. Reading small copy hurts! The typeface you choose should be easy to read and the font size as large as possible. Contrast should keep your copy readable at a glance.

You can find more about these and other mobile app marketing tips and tricks in the free e-book Best Practices for Growing Your Mobile App Business.