Banner blindness

What is Banner Blindness?

Banner blindness is an online phenomenon where a user’s eye is drawn away from any kind of advertisement or banner on a digital page. They are unable to see the banner or even register it, despite it being placed in a clearly visible location. The term was coined by Jacob Nielsen in 1997, and its effects can be seen in both web and mobile contexts.

Why Does Banner Blindness Occur?

Banner blindness occurs because the internet user has become accustomed to ignoring online advertisements. When webpages are filled with ads, users may develop a habit of subconsciously scanning over them, making it difficult for a banner to stand out. This can be further exacerbated by the lack of trust many users have in online ads.

How to Overcome Banner Blindness

There are several strategies businesses can use to overcome banner blindness and improve their advertising efforts:

  • Focus on Quality Content: Quality content attracts users and encourages them to engage with the page. Ads should be integrated into the page in a way that does not significantly detract from the overall quality.
  • Use Unique Visuals: Ads should feature visuals that stand out from the rest of the page, making them more likely to be noticed by the user.
  • Implement A/B Testing: A/B testing is a great way to experiment with different ad formats and determine which ones are most effective.
  • Incorporate Interactive Elements: Ads should be designed with interactivity in mind, such as video, games, or polls, to draw the user’s attention.

Banner blindness is a common issue faced by businesses looking to advertise online. By implementing the strategies outlined above, businesses can increase their chances of being seen and engaging with potential customers.


Banner blindness is an issue that affects businesses of all sizes, but with the right strategies in place, it can be overcome. Quality content, unique visuals, A/B testing, and interactive elements can all be used to make ads stand out from the rest of the page and draw the user’s attention. Relevant Links: