13 Chapter 4

Chapter – 4 Data Presentation, Analysis and Interpretation
Chapter - 4
Data Presentation, Analysis and

Interpretation
Introduction
As it has been noticed that today the web represents a totally new way of
looking at the internet and advertising through web banner is beautiful way for
communication and marketing. As it has mentioned in the introduction part in
section of “visual design in advertising” that visual design is the art of
communication, stylizing and problem solving through the use of type, space
and image, therefore it plays an important role in advertising and
communication thus this chapter is based on to know the impact of design
elements of advertising on web banner advertisements. This research has
used the survey based research methodology to carry out this research. For
this there has two survey parts. First part is to study the perceptions of
Graphic designers while designing web banner advertising and the second
one is to study the Impact of design elements of web banner advertisement
on consumer response.
In this chapter hypothesis of this research study has been tested positively
except the one hypothesis with help of primary data and secondary data. For
the data collection the researcher has selected a sample consisting 17
graphic designers and art directors from different advertising agencies of
Delhi, Gurgaon and Noida and 100 female costumers of the metro cites like
Delhi and Bangalore. It is recorded in table 1.
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Table 1
Selection of Sample
Sample No Constituents No. of Sample
1 Graphic Designer 17
2 Female Costumer 100
Source: Field Work
The data analysis is grouped in 2 parts in this chapter as given below
Part 1- Graphic Designer with their designation and company name.
Part 2- Customer.
Part 1: Designing of web banner advertising in the perception of Graphic

Designers.
4.1 Introduction
In this section the data has been collected through questionnaire tool where
22 questions have been asked related to the design elements while designing
web banner ads and analyzed by the method of weighted average with the
help of the excel spreadsheet.
In this section the study has located 17 graphic designers’ name, their
designation and company name which has been recorded in table no.4.2.
Different 21 questions related to designing perspective have been asked
which are presented through graphs and tables along with observation and
interpretations which are as follows.
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Table No. 4.1

Information of Graphic Designers
S. Name of Graphic Name of Adverting Designation

No. Designers Agencies
1 Vaibhav DDB Mudra Group Art Director
2 Hitesh Razdan DDB Mudra Group Creative Group Head
3 Kailash Chandra DDB Mudra Group Creative Director
4 Abhishek Bagchi DDB Mudra Group Art Director
5 Anamika DDB Mudra Group Art Director
6 Pallav Medhi DDB Mudra Group Associate Creative

Director
7 Chandan Bind DDB Mudra Group Art Director
8 Vishal Yadav Ogilivy & Mather Art Director
9 Rohit Bagga Ogilivy & Mather Creative Controller
10 Sonali Gupta Ogilivy & Mather Art Director
11 Udipti Jaiswal Pencil Splash Graphic Designer
12 Jincey Michelle Pathfinders Creative Group Head

Roy
13 Shakil Khan De complex Graphic Designer
14 Geetika Creativity Art Director
15 Ankan Dhar Star Line Studio Art Director
16 Shishank Dayal De complex Art Director
17 Kaushik Ganguly M&CSAATCHI, Digital Art Director

February
Source: Field Work
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1. Which of the following web ads are more popular?
82%
18%
0% 0% 0%
Banner Ads Pop-Up Ads Sponsorship Interstitials Hyperlinks
[Graph No. 4.1 A – Popular web ads]
Popular Web-Ads Count
Banner Ads 28
Pop-Up Ads 6
Sponsorship 0
Interstitials 0
Hyperlinks 0
Total 34
[Table No. 4.1 A – Popular web ads]
Observation: From the above graph it has been seen that 82% of the
designers prefer banner ads and 18% of them means pop-up ads.
175
2. For an effective communication which colors scheme will you prefer

most?
71%
21%
7%
Cool Warm Warm Dark
[Graph No. 4.1 B – Preferred color]
Preferred Color Scheme Count
Cool 6
Warm 20
Warm Dark 2
Total 28
[Table No. 4.1 B – Preferred color]
Observation- 71% designers prefer warm color as the most preferred choice.
176
3. When you design banner ads which aesthetic element you prefer to
decide upon the color selection?
64%
36%
Psychological & Visual aesthetic both Visual aesthetic only
[Graph No. 4.1 C – Color scheme selection]
Preferred color scheme selection Count
Psychological & Visual aesthetic both 18
Visual aesthetic only 10
Total 28
[Table No. 4.1 C – Color scheme selection]
Observation- 64% designers believe that both psychological & visual

aesthetics play equal role in color selection for banner ads.
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4. Do you think that colors reflect the economic status of consumer?
36%
29%
21%
14%
0%
Strongly Agree Agree Disagree Stongly No Opinion

Disagree
[Graph No. 4.1 D – Color reflects status]
Preference level Count
Strongly Agree 6
Agree 10
Disagree 8
Strongly Disagree 0
No Opinion 4
Total 28
[Table No. 4.1 D – Color reflects status]
Observation: 36% of the respondents agree that color does play a role in
reflecting the consumers’ economic status and further 21% respondents
strongly agree with this fact. 29% of the population disagrees with the notion
and 14% do not think color plays a role in defining the economic status.
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5. Does the color selection and ethnicity of color go according to the

class of consumers?
64%
36%
0% 0% 0%
Strongly Agree Disagree Stongly No Opinion

Agree Disagree
Quality & Status
[Graph No. 4.1 E – Preference by respondents]
Strongly Agree 10
Agree 18
Disagree 0
Strongly Disagree 0
No Opinion 0
Total 28
[Table No. 4.1 E – Preference by respondents]
Observation: 36% of the respondent strongly believes that color selection

and ethnicity go in accordance to the target class of consumer. The remaining
64% also agrees with this conception.
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6. Do you believe that color hue, contrast and gradation can define
image or product image in banner advertising?
50%
43%
7%
0% 0%

Agree Disagree
[Graph No. 4.1 F – Preference by respondents]
Strongly Agree 12
Agree 14
Disagree 0
Strongly Disagree 0
No Opinion 2
Total 28
[Table No. 4.1 F – Preference by respondents]
Observation: 43% of the respondents strongly believe that color hue,

contrast and gradation can define image or product image in banner
advertising. The remaining 50% also agrees with this notion. 7% of the
respondent thinks that color harmony may not play an important role in
banner ads.
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7. Do you think that colors reflect company identity or brand

awareness?
71%
29%
Strongly Agree Agree
[Graph No. 4.1 G – Color reflects brand & identity]
Color reflects company's Identity Count
Strongly Agree 20
Agree 8
Total 28
[Table No. 4.1 G – Color reflects brand & identity]
Observation: 100 percent designers agree with the fact that color
communicates the brand identity.
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Inferences of color group:
From the above observations it can be seen that in the perception of graphic
designers banner ads are more popular medium for online advertising and
have better visual effects and reach among viewers. While designing banner
ads for women ethnic apparel they suggested that Colors are one of the visual
elements of web advertising which played vital role in communication, in
which warm color being the right choice to capture viewer’s attention. While in
the time of selecting colors, it is appropriate to incorporate both the color
elements to engage the psychological & visual appeal of consumer and color
harmony (color hue, contrast and gradation) can help in communication in the
banner advertisement. It also reflects company identity or brand awareness
along with this designers mean that colors reflect the economic status, quality
and class of consumer.
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8. What type of shape you mostly use for your banner ads?
79%
21%
Horizontal Banner Vertical Banner
[Graph No. 4.1 H – Banner shape preference]
Preferred Shape for banner ads Count
Horizontal Banner 22
Vertical Banner 6
Total 28
[Table No. 4.1 H – Banner shape preference]
Observation: 79 percent respondents prefer horizontal shape for banner ads.
Vertical shape is preferred by 21 percent of the population.
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9. Do you prefer shape and forms for describing the product image or
image in banner advertising?
60%
50%
50%
40%
29%
30%
20% 14%
10% 7%
0%
0%
Agree Disagree
[Graph No. 4.1 I – Preference levels]
Does shape and forms describe product Image Count
Strongly Agree 4
Agree 14
Disagree 0
Strongly Disagree 2
No Opinion 8
Total 28
[Table No. 4.1 I – Preference levels]
Observation: 64 percent designers agree with fact that shape and forms are
important for banner ads. 7 percent of them disagree with this concept and 29
percent do not think it is an important principle for banner designing.
184
10. What type of form do you prefer when describing product image or
image in banner advertising?
57%
43%
0%
Geometric forms Realistic or Naturalistic Abstract forms

forms
[Graph No. 4.1 J – Form preference]
Preferred Form Count
Geometric forms 12
Realistic or Naturalistic forms 16
Abstract forms 0
Total 28
[Table No. 4.1 J – Form preference]
Observation: 43 percent designers prefer geometric forms and balance 57%

prefer realistic forms while designing banner ads.
Inferences of Shape and form of banner:
While designing web banner ads designers consider that shape and forms
helps in defining the image in banner ads in which they prefer mostly realistic
forms and horizontal presentation to depict product image but sometimes they
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choose geometric forms but abstract form is a no go by the entire group. In

this scenario, selecting whether to follow the shape & form for image depends
entirely on the product & the choice of designers.
11. Does Font’s psychology play a big role in the efficacy of web banner
advertising?
64%
36%
0% 0% 0%

Agree Disagree
[Graph No. 4.1 K – Fonts’ psychology on banner ads]
Font's psychology on banner ads Count
Strongly Agree 18
Agree 10
Disagree 0
Strongly Disagree 0
No Opinion 0
Total 28
[Table No. 4.1 K – Fonts’ psychology on banner ads]
Observation: 64 percent designers strongly agree that font psychology play

an important role in banner ads also 36 percent designers agree with the
same notion.
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12. While designing ads for ethnic apparel which font style do you prefer
most?
57%
21% 21%
Designer’s own choices Sans serif Serif
[Graph No. 4.1 L – Preferred font]
Preferred font style Count
Designer’s own choices 16
Sans serif 6
Serif 6
Total 28
[Table No. 4.1 L – Preferred font]
Observation: 57 percent designers prefer to select their own font while

designing banners. 21 percent each the respondents select sans serif and
serif fonts as their preference.
187
13. Does font size evoke the audience to click on banner ads?
57%
29%
7% 7%
0%
Strongly Agree Agree Disagree Stongly Disagree No Opinion
[Graph No. 4.1 M – Preference level]
Font size evokes audience to click Count
Strongly Agree 8
Agree 16
Disagree 2
Strongly Disagree 0
No Opinion 2
Total 28
[Table No. 4.1 M – Preference level]

Observation: 57 percent designers agree that font size does result into better
click through. 29 percent designers strongly agree to the above notion. Only 7
percent respondent disagrees with the above mentioned and another 7
percent designers think that font size may not play a role in attracting
customer views.
Inferences of text or typography:
Graphic designers strongly consider that fonts psychology play a big role in
the efficacy of web banner advertising in which sans serif and serif fonts are
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being the choice of many designers but most of them prefer to have the
liberty to choose their own fonts based on the product & need of efficient
communication. Also a higher number of respondents agree to the fact that
the font size does invoke higher click through among the viewers.
14. While designing web banner advertising for ethnic apparel which
types of images you most prefer?
43%
36%
21%
0%
Abstract images Celebrities images Photographs Clip art images
[Graph No. 4.1 N – Preferred images for ads]
Type of images designers prefer Count
Abstract images 6
Celebrities images 10
Photographs 12
Clip art images 0
Total 28
[Table No. 4.1 N – Preferred images for ads]
Observation: 21 percent designers chose abstract images, 36 percent

designers selected celebrity images and 43 percent prefers photograph for
web banner design content.
189
15. Do you think Product image influence the consumer decision and
information seeking process?
64%
29%
7%
0% 0%
[Graph No. 4.1 O – Product image influence consumer]
Product Image influences consumer decision Count
Strongly Agree 8
Agree 18
Disagree 2
Strongly Disagree 0
No Opinion 0
Total 28
[Table No. 4.1 O – Product image influence consumer]
Observation: 29 percent designers strongly agree that involvement of

product image in banner ads increase the information seeking process. Also
64 percent respondents agree with this statement. 7 percent of designers
disagree with the above concept.
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16. In banner advertising for ethnic apparel without product image, only
offer and branding is sufficient to influence consumer psychology.
43%
29%
21%
7%
0%

Agree Disagree
[Graph No. 4.1 P – Preference responses]
Without product image is branding sufficient? Count
Strongly Agree 2
Agree 12
Disagree 8
Strongly Disagree 0
No Opinion 6
Total 28
[Table No. 4.1 P – Preference responses]
Observation: 7 percent designers strongly agree that offer and brand is

sufficient to create effective banner ads. 43 percent respondents agree to the
above concept. 29 percent respondents disagree with the above statement
and 21 percent designers shared no opinion on this.
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17. While designing banner ads for ethnic apparel for call to action where
would you place the buttons mostly?
43%
36%
21%
0% 0% 0%
After the Top of the Top of the Below the Below the At the
copy of headline logo headline logo corner of
the ad the banner
[Graph No. 4.1 Q – Preferred button placement]
Button placement preference Count
After the copy of the ad 12
Top of the headline 0
Top of the logo 0
Below the headline 0
Below the logo 6
At the corner of the banner 10
Total 28
[Table No. 4.1 Q – Preferred button placement]
Observation: 43 percent designers agree that the call to action button should
be placed after the copy of the ad, 21 percent prefer it should come below the
logo and 36% respondent like it to be placed at the corner of the banner.
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Inference of Images/ product images
While designing banner advertising for women ethnic apparel designer prefer
that for a strong communication or appeal photographs play a critical role.
Celebrity endorsements are also quite persuasive for this purpose followed by
abstract images which may interest many. But clip arts are definitely not a
sensible choice while designing banner ads for ethnic apparels. Product
image plays a vital role to generate inquisitiveness among viewers leading to
a purchase intent or information seeking mode. Most of the designers agree
upon this unanimously. It is highly advisable to have a meaningful &
communicative product image for better performance of the banner ads. In an
offer & deal driven market many designers concur that even without a product
image a banner ad can attract viewers solely on the basis of content. Also
significant number of designers disagrees with this proposition. One important
thing to be taken into consideration is that a known brand can attract viewers
easily just with the branding & offer content. But a not-so-popular brand may
need product image along with the branding to attract viewers & also build the
brand. Its mean that Images not only attract consumer attention it also built
brand identity of the company.
Talk about call to action button which is very important part of banner ad, from
the above observation it seems that most preferable location for call-to-action
button is the position after the copy of the ads. This is followed by corner
position of the banner ad & under the logo position. These choices by the
designers refer to the most effective position of the buttons which would be
visible to the viewers & also would not intrude into the creative content of the
banner ads.
193
18. Do you think animated ads usually outperform static banner ads and
can be very effective in banner design?
43%
36%
14%
7%
0%

Disagree
[Graph No. 4.1 R – Preference level]
Animated ads usually outperform Count
Strongly Agree 12
Agree 10
Disagree 4
Strongly Disagree 0
No Opinion 2
Total 28
[Table No. 4.1 R – Preference level]
Observation: 43 percent designers strongly agree that animated ads are

more effective than their static counterpart. 36 percent also agree to the
above statement. Only 14 percent disagree that animated ads are not more
effective than the static ads and 7 percent do not share any opinion on this.
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19. Does Animated banner ads are good for ethnic apparel advertising?
57%
21%
14%
7%
0%
[Graph No. 4.1 S – Preference level]
Animated banner ads are good for ethnic Count
Strongly Agree 16
Agree 4
Disagree 2
Strongly Disagree 0
No Opinion 6
Total 28
[Table No. 4.1 S – Preference level]
Observation: 57 percent designers strongly agree that animated banner ads

are good for ethnic apparel promotion. Also 14 percent respondents agree
with the above statement. 7 percent respondents disagree with the above
statement and 21 percent respondent share no opinion on this.
195
20. Do you think animation distracts the message of banner advertising?
50%
29%
21%
0% 0%

Disagree
[Graph No. 4.1 T – Does animation distracts]
Animation distracts the message of banner Count
Strongly Agree 0
Agree 8
Disagree 14
Strongly Disagree 0
No Opinion 6
Total 28
[Table No. 4.1 T – Does animation distracts]
Observation: 29 percent of the populations agree that animation ads distract

the viewers. 50 percent designers disagree with the above statement and 21
percent designers have no opinion.
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21. In banner advertising which design elements is most eye-catching to

audience? (Color, Font, Image, Animation and the whole composition.)
71%
7% 7% 7% 7%
Animation The colors The fonts The images Whole

composition
[Graph No. 4.1 U – Preferred design element]
Design element which is most eye catching Count
Animation 2
The colors 2
The fonts 2
The images 2
Whole composition 20
Total 28
[Table No. 4.1 U – Preferred design element]
Observation: 71 percent designers mean that the whole composition of the

banner ad itself is eye catching to the audience. From the above graph it
seems that elements like animation, color, font and image are selected by 7
percent respondents each.
197
Inference of animated ads versus static ads:
From the above graphs observation it can be infer that when it come about
interactivity in banner advertisement majority of respondents have a strong
opinion that animated ads shall perform better than static ads. There are
chances of static ad showing good results owing to better design & content.
And that is why few of the respondents disagree with the opinion.
In line with the previous response once again most of the respondents agree
that animated ads would outperform static banner ads in case of ethnic
apparel promotion. There is a strong disagreement among the designers that
animation banner ads disturb the viewing experience. But some of the
respondents suggest that animation does distract the message of the banner
ads. It means that animated or dynamic ads are playing an essential role in
web banner ads to attract the consumer response. Considering the earlier
responses about animation in banner ads it would be advisable to go with
animated ads for better efficacy of the banner campaign.
At last as seen in the graph of question no.20, it is noticeable that maximum

percent designers focus on all of the design elements while composing
banner ads. For successful communication in banner ads whole visual
elements played a vital role because each and every element has its own
quality. And for more effectiveness of advertising whole composition is
required.
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Part B: The impact of visual elements of web banner ads on consumer

responses.
4.2 Introduction
In this section as per the study I have considered the non- probabilistic
sampling technique of convenience sampling. All of my research respondents
are female, predominantly in the age group of 21 to 35. The total number of
respondents in this study was 100 in which 78 total responses were I have got
positive without any error. The data has been collected through questionnaire
tool where 19 total questions have been asked to know the impact of design
elements of web banner ads on consumer responses. All the respondents of
this survey have been selected randomly from metro cites like Delhi and
Bangalore. The data was analyzed by the method of weighted average with
the help of the excel spreadsheet and also conducted correlation test using
Spearman Rank Correlation and Pearson Correlation techniques. The output
of the analysis has been presented below with the help of graph and table
along with observation.
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1. Age group
46%
28%
10% 10%
3% 3%
Less than 15 15 - 20 21 - 25 26 - 30 31 - 35 Greater than 40

Age Group
[Graph No. 4.2 .1 – Respondents’ age group]
Age Group Respondents
Less than 15 2
15 – 20 2
21 – 25 8
26 – 30 36
31 – 35 22
Greater than 40 8
TOTAL 78
[Table No. 4.2.1 – Respondents’ age group]
Observation: As per the study where I have considered the non- probabilistic
sampling technique of convenience sampling. All of my research respondents
are female, predominantly in the age group of 21 to 35 and it comprises of
85% of them.
200
2. Occupation
49%
31%
10% 8%
3%
Service Student Self Employed Homemaker Doctor

Occupation
[Graph No.4.2. 2 – Respondents’ occupation]
Occupation Count
Service 38
Student 24
Self Employed 8
Homemaker 6
Doctor 2
TOTAL 78
[Table No. 4.2. 2 – Respondents’ occupation]
Observation: From the above graph it has been observed that 49% of
respondents are working class women. At the second position 31% of
respondents are students. 10 % respondents are self employed and 8% and
3% are homemaker and doctor respectively.
201
3. Family income
23%
18%
15% 15%
13%
10%
5%
Less than 1 1L-3L 3L - 5L 5L - 7L 7L - 9L 9L - 11L More than

Lakh 11 Lakhs
Family Income (Lakh/Year)
[Graph No. 4.2. 3 – Respondents’ family income]
Family Income (Yr) Count
Less than 1 Lakh 10
1L-3L 14
3L - 5L 8
5L - 7L 12
7L - 9L 12
9L - 11L 18
More than 11 Lakhs 4
TOTAL 78
[Table No. 4.2. 3 – Respondents’ family income]
Observation: from the above graph it can be seen that 23% of respondents
have the income between 9 lakh- 11 lakh. At the second position 18% of
respondent’s income is 1-2 lakh, 15 % respondent’s income is between 5-9
lakh, 13% respondents family income is less than 1 lakh and 10%
respondent’s income is 3-5 lakh and more than 11 lakh income respondents
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are only 5 %. Its mean that from the above income grid of the respondents it
can observed that the sample for this research belong to various strata of the
society.
4. How often do you use internet?
87%
8% 5%
Daily Frequently Occassionally

Internet Usage Pattern
[Graph No. 4.2. 4 – Respondents’ internet usage pattern]
Internet Usage Count
Daily 68
Frequently 6
Occasionally 4
TOTAL 78
[Table No. 4.2.4 – Respondents’ internet usage pattern]
Observation: From the above graph it can be observed that 87% of

respondents use internet daily, 8% of respondents use internet frequently and
5 % of respondents use internet occasionally. It is evident from the above
graph that most of the respondents use internet on a daily bases as per their
requirement.
203
5. How much time do you normally spend online?
31%
26%
23%
18%
3%
Less than 1 hour 1 - 2 hours 2 - 3 hours 3 - 5 hours More than 5 hours

Daily time spent on internet
[Graph No. 4.2. 5 – Respondents’ daily time spent on internet]
Internet time spent / day Count
Less than 1 hour 2
1 - 2 hours 24
2 - 3 hours 20
3 - 5 hours 14
More than 5 hours 18
TOTAL 78
[Table No. 4.2. 5 – Respondents’ daily time spent on internet]
Inference: From the grid above it can be observed that 31% of respondents
spent 1-2 hrs in internet, 26% respondents use internet 2-3 hrs, and 23% of
them spent time more than 5 hrs, 18% of respondents use internet 3-5 hrs
and very few respondents 3% only spent less than 1 hrs in internet. It seems
that most of the respondents spend about 1-3 hours regularly on internet.
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6. For what purpose do you use the internet mostly?
15% 17% 19% 17%

13%
9% 11%
Purpose of internet usage
[Graph No. 4.2. 6 – Respondents’ purpose of internet usage]
Ranks Chatting Online Shopping Social Media Blogs Entertainment News Information
Rank 1 16 8 26 4 0 0 24
Rank 2 6 24 16 2 8 14 8
Rank 3 16 20 14 4 8 8 8
Rank 4 8 6 10 12 22 4 16
Rank 5 10 8 4 8 28 14 6
Rank 6 8 12 4 22 10 12 10
Rank 7 14 0 4 26 2 26 6
[Table No. 4.2. 6 – Respondents’ purpose of internet usage]
(Number of responses – The total is higher due multiple selections made by

individual Respondent)
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Observation: Referring the results, it is imperative that the most preferred

reasons consumer browse internet is for social media which is 19%, through
channels like Facebook, twitter etc and that further continues with the choice
of chatting at the third position of preference which is 15%. So a combined
34% of respondents rank or uses internet for social activities.
Online shopping is a second most preferred choice for regular internet use
with 17% share of responses. At fourth place is information gathering with
17% of responses, 13% responses goes with entertainment 11% respondents
are go with news and only 9% of respondents are goes with blog. So
analyzing the result we can infer two broad factors namely social activities
and online shopping are dominant in the responses with almost equal share of
34% each. People who are socially active online tend to buy online as they
may share their buying expanses, opinions and suggestions among the social
media platforms.
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7. How often do you shop online for Women Ethnic wear?
31%
28%
15%
13%
5% 5%
3%
Every week Every Once a 1 - 3 month 3 - 6 month Yearly once Never

fortnight month
Online shopping frequency
[Graph No. 4.2. 7 – Respondents’ online shopping frequency]
Shopping frequency online Count
Every week 2
Every fortnight 4
Once a month 24
1 - 3 month 22
3 - 6 month 12
Yearly once 10
Never 4
TOTAL 78
[Table No. 4.2.7 – Respondents’ online shopping frequency]
Inference: From the above graph it has been observed that 31% of
respondents shop online for ethnic apparel once a month, 28% respondents
shop 1-3 month, 15% respondents prefer online shopping 3-6 month, 13%
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respondents do shopping online yearly once, 5% respondents shop online

every fortnight and sometime never respectively and at last only 3% of
respondents shop online ethnic apparel every week.
8. How much do you spend on an average for every purchase? (In

rupees)
31%
26%
23%
10%
5%
3% 3%
Zero Less than 300 500 - 700 700 - 1000 1000 - 1500 1500 - 2000 More than
2000
Amount spent on online shopping (Rs)
[Graph No. 4.2. 8 – Respondents’ amount spent on online shopping]
Amount spent Count
Zero 2
Less than 300 2
500 - 700 4
700 - 1000 18
1000 - 1500 20
1500 - 2000 24
More than 2000 8
TOTAL 78
[Table No. 4.2.8 – Respondents’ amount spent on online shopping]
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Observation: From the above graph it has observed that 31% of spent
amount on online shopping is Rs.1500-2000, 26% respondents spent amount
rs. 1000- 1500, 23% of respondents said that they spent amount on online
shopping is Rs. Between 700-1000 and 10%, 5% and 3% of respondents
spent money for online shopping are more than Rs.2000 and sometime less
than Rs. 300 and sometime nothing respectively.
9. How would you rank the following retailers as per your preferred
shopping destination? Please respond with ranks
29%
23%
17% 16% 15%
Flipkart Myntra Jabong Snapdeal Amazon

Most preferred online shopping destination
[Graph No. 4.2. 9 – Respondents’ most preferred online shopping

destination]
Ranks Flipkart Myntra Jabong Snapdeal Amazon
Rank 1 44 14 6 4 10
Rank 2 24 30 8 12 4
Rank 3 4 12 30 18 14
Rank 4 4 16 10 26 22
Rank 5 2 6 24 18 28
[Table No. 4.2. 9 – Respondents’ most preferred online shopping destination]
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(Number of responses – The total is higher due to multiple selections made by

individual respondent)
Observation: From the above grid it is observed that among the respondents
29% of them preferred Flipkart is the most online shopping destination for
women ethnic, and then 23% of respondents preferred Myntra. 17% of
respondents go with Jabong, 16% of respondents follow Snapdeal and 15%
of respondents preferred Amazon for online shopping destination.
10. While surfing internet do you notice web banner advertisements?
95%
5%
Yes No
How many respondents notice web banner ads online
[Graph No. 4.2. 10 – Notice web banner ads online]
Notice web banners ads Count
Yes 74
No 4
TOTAL 78
[Table No. 4.2. 10 – Notice web banner ads online]
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Observation: Seeing the above graph it is observed that maximum number

i.e. 95% of respondents notice web banner advertisements and only 5% of
them does not notice banner ads while surfing the internet.
11. How do you react to these web banner advertisements?
36%
26%
15% 15%
8%
Strongly Agree Agree Neutral Disagree Strongly Disagree

Does the web banners attracts the repsondents
[Graph No. 4.2. 11 – Web banner attractiveness]
Does web banner attracts you? Count
Strongly Agree 12
Agree 28
Neutral 20
Disagree 6
Strongly Disagree 12
TOTAL 78
[Table No. 4.2. 11 – Web banner attractiveness]
211
Observation: from the above graph it has been observed that 36% of
respondents agree that web banner attracts them and 15% of respondents
are strongly agree from the above statement however 15% and 8% of
respondents are disagree and strongly disagree that the banner ads attracts
them and 26% of the respondents are in neutral position.
12. Do you think good design of the web banners play a big role in
attracting customers?
44%
38%
10%
5%
3%
Strongly Agree Agree Neutral Disagree Strongly Disagree

Does good design of banner ads attracts viewer attention
[Graph No. 4.2. 12 – Good web banner design attractiveness]
Good design of banners has big role in attracting customers? Count
Strongly Agree 30
Agree 34
Neutral 8
Disagree 4
Strongly Disagree 2
TOTAL 78
[Table No. 4.2. 12– Good web banner design attractiveness]
212
Observation: In the above graph there is a strong agreement on the fact that
a good design of web banner plays a pivotal role in attracting customers. In
which 38% of respondents strongly agree with this notion and 44% of
respondents agree with this notion ,whereas 10% respondents are in neutral
position and 5% of respondents and 3% of respondents are disagree and
strongly disagree with above statement respectively.
13. What do you like the most in these web banner advertisements?
70%
26%
5%
Overall look, feel, price & Offer & Discount Brand name of the garment
design
What do the respondents like the most in banner ads
[Graph No. 4.2. 13 – Respondents’ preference in web banner ads]
Which one you like the most in banner ads Count
Overall look, feel, price & design 60
Offer & Discount 22
Brand name of the garment 4
TOTAL 86
[Table No. 4.2. 13 – Respondents’ preference in web banner ads]
(Number of responses – The total is higher due multiple selections made by

individual respondent)
213
Observation: From the above graph it can be observed that 70% of the
respondents prefer the whole composition of the web banner advertisements
which includes elements like look, feel, prize and design. 26% of the
respondents look at banner ads for offers and discounts and 5% of them
preferred brand name of the garment.
14. What attracts you to look at a web banner advertisement of ethnic

apparel?
25% 26%
23%
13% 13%
Image Colour Artist/Model Style/Font Whole

Composition
Preferred attractive features of a web banner ads
[Graph No. 4.2. 14 – Most attractive feature about banner ads]
Rank Weights Image Colour Artist/Model Style/Font Whole Composition
Rank 1 5 18 6 4 6 44
Rank 2 4 28 32 2 4 12
Rank 3 3 28 32 8 6 4
Rank 4 2 4 8 32 30 4
Rank 5 1 0 0 32 32 14
[Table No. 4.2. 14 – Most attractive feature about banner ads]
Observation: Seeing the above graph it can analyze that 26% of respondents
prefer the whole composition. 25 % of respondents preferred images, 23% of
them go with color and 13% of respondents preferred artist/model and style/
fonts equally.
214
15. In web banner advertisement of ethnic apparel which color would

attract you the most?
44%
26% 23%
5% 3%
All of them Bright Colors Cool Colors Dark Colors Monochrome /

Neutral Colors
Which colour is the most preferred for banner ads
[Graph No. 4.2. 15 – Respondents’ most favored color for banner ads]
Which colour attracts you Count
All of them 34
Bright Colors 20
Cool Colors 18
Dark Colors 4
Monochrome / Neutral Colors 2
TOTAL 78
[Table No. 4.2. 15 – Respondents’ most favored color for banner ads]
Observation: Based on the above graph it can be observed that44%

respondent preferred all of them option for the above statement, 26% of them
select bright color attracts them, 23% of them attracted by cool colors and 5%
and 3% of respondents go with dark color and monochrome color.
215
16. From the below two web banners which one do you like most?
95%
5%
Banner with image Banner without image

The most preferred type of banner
[Graph No. 16 – Most favored type of banner ads]
Which banner did you like Count
Banner with image 74
Banner without image 4
TOTAL 78
[Table No. 4.2. 16 – Most favored type of banner ads]
Observation: Based on the above graph it has been observed that 95% of
respondents preferred it Banner with Images and only 5% of them go with
banner without image.
216
17. Which font style does you like the most among the following web
banner advertisements?
Option1. Sans serif Typeface- Helvetica light
Option2. Serif Typeface- Baskerville
217
Option 3. Sans serif Typeface- Helvetica Bold
Option 4. Serif Typeface- Baskerville Bold
218
72%
21%
5% 3%
Helvetica Light Baskerville Helvetica Bold Baskerville Bold

The most preferred font style
[Graph No. 4.2. 17 – Favored font style for banner ads]
Which font style did you like Count
Helvetica Light 16
Baskerville 56
Helvetica Bold 4
Baskerville Bold 2
TOTAL 78
[Table No. 4.2. 17 – Favored font style for banner ads]
Observation: from the above graph it can be observed that 72% of

respondents mean that Baskerville is the most preferred font style whereas
21% of respondents go with Helvetica light. Rest of 5% and 3% of
respondents go with Helvetica bold and Baskerville font respectively.
219
18. From the below two web banners which attracts you the most?
 Horizontal Format
 Vertical Format
1. Horizontal Format
2. Vertical Format
220
87%
13%
Horizontal Format Vertical Format

The most preferred shape of banner ad
[Graph No. 4.2. 18 – Preferred shape for banner ads]
Which shape banner do you like Count
Horizontal Format 68
Vertical Format 10
TOTAL 78
[Table No. 4.2. 18 – Preferred shape for banner ads]
Observation: From the above graph it is observed that 87% of respondents

preferred that in horizontal format banner ads attracts them whereas only 13%
of them select vertical format of banner ads attracts them.
221
19. In web banners which type of ad do you think is more attractive?
Very Somewhat Not at all

Choice attractive attractive Neutral Not very attractive attractive
Static Ads 32 32 12 2 0
Dynamic
Ads 28 26 12 10 2
(Number of responses)
[Table No. 4.2. 19 – Respondents’ choice of type of banner ads]
Rank Correlation Output
Spearman Rank Correlation value – 0.825
Pearson Correlation value – 0.97
X Values: Static ad preference
Y Values: Dynamic ad preference
[Graph No. 4.2. 19 – Plotting of Pearson correlation for respondents’

preference]
222
Inference: Referring the above grid we can easily identify that both static and
dynamic ads are equally preferable by most of the respondents. Also after
conducting correlation test using Spearman Rank Correlation and Pearson
Correlation techniques we can infer that static and dynamic ads share a
strong positive correlation which means respondents who are attracted by
static ads are also attracted by dynamic ads and vice-versa.
4.3. Overall Interpretation of the above data observation part 1, 2 and

hypothesis testing.
Introduction
From the above both data analysis and observation i.e. perception of graphic
design about design elements of advertising when design banner ads and its
impact on consumer responses following interpretation has been made and
on the basis of the interpretation the research hypothesis has been tested
which are given below.
a. Age group
As per the study” Impact of design elements of web banner ads on consumer
response” it is observed that from the table no.( 4.2.1) all my research
respondents are female, predominantly in the age group of 21 to 35 and it
comprises 85% of them.
b. Occupation
From the graph no. (4.2 .2) and table no.( 4.2 .2)it has been seen that the
highest number of 38 ( 49%) respondents are working class women who have
the scope and reason for shopping ethnic apparels and at the second position
24 ( 31%) of respondents are students. They have a reasons to shop ethnic
wear and also aware of the latest famous and trend prevalent in the market.
223
c. Family income
According to the above graph no. 3 and table no.3 maximum number of 18
(23%) of respondents income is 9-11 lakh. From the above graph it can be
infer that the sample for this research belong to various strata of the society.
d. Internet use
From the above graph no. (4.2 .4) and table no. (4.2 .4) it has been seen that
maximum number of 68 (87%) of respondents use internet in daily bases on

their requirement. They spent internet regularly 1-3 hours.
e. Purpose of internet usage
From the above graph no. (4.2 .6) it is imperative that the most preferred
reasons consumer browse internet is for social communication, through
channels like Facebook, twitter etc and that further continues with the choice
of chatting at the third position of preference. So a combined 34% of
respondents rank or uses internet for social activities, online shopping is a
second most preferred choice for regular internet use with 17% share of
response. At fourth place is information gathering with 17% of responses, also
aids the process of decision making which may lead to online shopping. So
analyzing the result we can infer two broad factors namely social activities
and online shopping are dominant in the responses with almost equal share
34% each. People who are equally active online tend to buy online as they
may share their buying expanses, opinion and suggestion among the social
media platforms. From the graph no. (4.2.7) it has been seen that Almost 60%
of the respondents shop online in the frequency of 1-3 months. As part of the
study the sampling has been optimum, 95% of the respondents have
experience shopping online for women ethnic apparel, and among the
224
respondents from table no. (4.2.9) Flipkart is the most preferred online
shopping destination for women ethnic wear with 29% of the share. It is
closely followed by Myntra with 23% of share. Thus we can infer that due to
large collection, wide Varity and better service both the above players rule the
online women ethnic wear online market.
f. Popular online advertising
From the above graph no. (4.1. A) and table no. (4.1. A) it is seen that in the
perception of graphic designer banner ads are the most popular 28 (82%)
medium for online advertising and have better visual effect and reach among
viewers. Also based on graph no.(4.2.10) it is imperative that web banner ads
are very effective communication tools, since 95% of the female respondents
notice web banner ads when they browse online. In addition to that 62% of
them gets attracted by the ad and eventually end-up clicking the banner to
view the product offering. It is also to be noted that one fourth of the
respondents does not prefer the ads and avoid clicking them. Through this we
can infer that there lies a scope of improvement in the banner ads to win back
these viewers through attractive communication design which makes them
attractive.
g. Colors are one of the visual elements of web banner advertising to

influence consumer attitude.
While Design web banner ads for women ethnic apparel designers suggested
that colors are one of the visual elements of web banner advertising which
played vital role in communication, in which based on graph no. (4.1.B) 71
percent of designers accepted that warm color being the right choice to
capture viewer’s attention. While in the time of selecting colors based on
graph no. (4.1. C) 64% of designers mean that it is appropriate to incorporate
225
both color elements to engage the psychological and visual appeal of

consumer and also graph no.( 4.1. F) shows that color harmony i.e. color hue,
contrast and gradation can help in communication in the banner
advertisement. It also reflects company identity or brand awareness along
with this based on graph no. (4.1. G) & (4.1. E) maximum designers mean
that colors reflect the economic status, quality and class of consumer. On the
other hand based on the consumer response it can be observed from the
graph no.(4.2.15) that none of the colors tones had a significant impact on the
audience group or consumer group. This was due to the fact that most of
them selected the “all of them” option indicating no particular reference. Also
among the group showing preference the bright and cool colors had almost
the equal share. From the above discussion it has been concluded that
somewhere colors attract consumers both psychologically and aesthetically in
banner ads.
Hence the above discussion has been proved the first hypothesis of this study
that “colors are one of the visual elements of web banner advertising to
influence consumer attitude.”
h. The Shape and size of banner (Vertical banner or horizontal banner)

affects the attitude of consumer behavior
On the basis of the observation of graph no.( 4.1. H) & (4.1. I), while designing
web banner ads designer consider that shape and forms helps in defining the
image in banner ads in which they prefer mostly realistic forms and horizontal
presentation to depict product image but sometimes they choose geometric
forms but abstract form is a no go by the entire group. In this scenario,
selecting whether to follow the shape & form for image depends entirely on
the product & the choice of designers. Whereas on the basis of the
226
observation of graph no.18, 87% of female respondents preferred horizontal

format in web banner advertising it is because the human eyes usually read
left to right i.e. horizontally rather than vertical.
Therefore, the above interpretation proved positive to the second hypothesis

of this research study that “The Shape and size of banner (Vertical banner or
horizontal banner) affects the attitude of consumer behavior”.
i. Images or pictures is one of the visual elements of advertising is

directly related to attitude of consumer behavior towards banner
advertising.
It is observed from the graph no.16 that 95% consumer preferred banner with
images option. Similarly according to the observation of graph no (4.1. N),
(4.1. O), & (4.1. P) it is infer that while designing banner advertising for ethnic
apparel graphic designer preferred that for strong communication or appeal
photography play a critical role. Celebrity endorsements are also quite
persuasive for this purpose followed by abstract images which may interest
many. But clip arts are definitely not a sensible choice while designing banner
ads. Product image plays a vital role to generate inquisitiveness among
viewers leading to a purchase intent or information seeking mode. Most of the
designers agree upon this unanimously. It is highly advisable to have a
meaningful and communicative product image for better performance of the
banner ads. In an offer & deal driven market many designers concur that even
without a product image a banner ad can attract viewers solely on the basis of
content. Also significant number of designers disagrees with this proposition.
One important thing to be taken into consideration is that a known brand can
attract viewers easily just with the branding & offer content. But a not-so-
popular brand may need product image along with the branding to attract
227
viewers & also build the brand. Its mean that Images not only attract
consumer attention it also built brand identity of the company.
Thus from the above discussion the third hypothesis of the study has been
proved positive that “The Perception of images or pictures is one of the visual
elements of advertising is directly related to attitude of consumer behavior
towards banner advertising.”
j. Fonts or typography as one of the visual element of Advertising is

directly related to attitude of consumer behavior.
It is observed from the graph no. (4.1. K) i.e. “font’s psychology on banner
ads” graphic designer strongly consider that fonts psychology play a big role
in the efficacy of web banner advertising in which sans serif are being the
choice of many designers but on the basis of graph no. (4.1. L) most of the
designer prefers to have the liberty to choose their own fonts based on the
product and need of efficient communication. Also according to observation of
graph no.(M) higher number of designers agree to the fact that the font size
does invoke higher click through among the viewers. On the other hand to
know the impact of fonts and typography of web banner ads on consumer
response I have made four banner ads in which I have write content of the
ads in sans-serif type face and serif typeface. In sans-serif typeface I have
chosen Helvetica font and in serif typeface I have chosen Baskerville fonts.
Both the fonts are written in different way. Since typography has itself is very
important design elements in advertising and composition of fonts are also
mean very important. So I have composed the content of the banner ads in
four options. In option one I have put Helvetica light font and designed the
whole content with the help of lines because lines are useful for dividing
space and drawing the eye to a specific location so for grab the viewers
228
attention I have used lines to separate content, see option no1. In option 2 I
have put Baskerville font and composed in a same style as option 1 has
composed but here in option 2 the difference is that I have bold the middle
sentences of the content see option 2. And in option3, I have bold the
Helvetica font and kept the logo of FabIndia in a distance with a copy matter
similarly see option3. In option 4 same process I have done just bold the
Baskerville font and keep the logo in a distance see option 4. On the basis of
data analysis while observed the graph no.(4.217) “favored font style for
banner ads” it has been infer that most of the 72% respondents preferred
option 2 i.e. serif typeface Baskerville font. It is due to because of the
composition of the content is bold and clear than the other options. Due to the
boldness of the middle sentence of the content the size of fonts became big
and clear. The whole composition looked beautiful and communicative than
the other options. It proved that font’s style and its size attract the audience’s
eyesight and pursue audience to click the banner ads.
Thus from the above discussion the fourth hypothesis of the study has been
proved positive that the Perception of fonts or typography as one of the visual
element of Advertising is directly related to attitude of consumer behavior.
k. In banner ads dynamic ads (animation, video, and slideshow) is less

liked by customers instead of static ads (picture, text etc).
Considering the graph no. (4.1. R) it can be seen that when it come about
interactivity in banner advertisement majority of respondents have a strong
opinion that animated ads shall perform better than static ads. There are
chances of static ads showing good results owing to better design and content
and that is why few of the designers disagree with the opinion. In the line with
previous response on the basis of graph no. (4.1. S) once again most of the
229
designers agree that animated ads would outperform static banner ads in
case of ethnic apparel promotion.
According to graph no. (4.1. T), there is a strong disagreement among the
designers that animation banner ads disturb the viewing experience. But
some of the respondents suggest that animation does distract the message of
the banner ads. It means that animated or dynamic ads are playing an
essential role in web banner ads to attract the consumer response. When it
comes to know the opinion of consumer about static ads and dynamic ads of
web banner ads then it is observed from the graph no.(4.2.19) we can easily
identify that both static and dynamic ads are equally preferable by most of the
respondents. Also after conducting correlation test using Spearman Rank
Correlation and Pearson Correlation techniques we can infer that static and
dynamic ads share a strong positive correlation which means respondents
who are attracted by static ads are also attracted by dynamic ads and vice-
versa.
Hence from the above discussion, it has seen that both static ads & dynamic
ads have their own importance in advertising therefore, the fifth hypothesis
that “In banner ads dynamic ads (animation, video, and slideshow) is less
liked by customers instead of static ads (picture, text etc)” has became
negative.
At last on the basis of graph no. (4.1. U) it is noticeable that maximum percent
designer focus on all of the design elements while composing banner ads.
Similarly from the graph no.(4.2.13) it can be seen that 70% of the female
respondents prefer the whole composition of the web banner advertisement
which includes elements like look, feel, prize and designs and 26% of the
respondents look at banner ads for offers and discount. Brand name of the
230
apparel in the ad is not a considerable criterion among the respondents. So a

web banner advertisement is an effective making tool to communicate design
composition. Seeing the above graph no. (4.2.14) it can be infer that
maximum respondents prefer the whole composition but the dominant visual
elements of web banner advertisement of women ethnic apparel is image and
colors selection, which is also the second and third most preferred choice.
Respondents behavior towards artist and fonts preference have been at lower
level as they may not play an important role individually.
Apart from these visual elements of web banner ads one more element is very
important for banner ad which is called button or call to action (CTA).
“Words that urge the reader, listener, or viewer of sales promotion message
to take an immediate action, such as “Write Now”, “Call Now”, or “Click Here”
(Andrei Tiburca, sept 16, 2015) are called call to action button. A retail
advertisement or commercial without a call-to-action is considered incomplete
and ineffective in web banner ads. Button shape and size can also play a big
role when attempting to craft the perfect CTA button. Everyone see
rectangular call to action buttons all over the internet. Rectangular shaped
buttons have introduced into the digital world a long time ago and people
know their functionality and what’s the next step when they click a rectangular
buttons, to perform an action (Andrei Tiburca, sept 16, 2015). “Color is a very
influential source of information when people are making a purchase decision”
(Impact of Color on marketing). So using the right color for CTR buttons is
very important because every color stimulates a different feeling or mood. For
example, Amazon is saying that they have generated more sales using an
orange buttons on their websites. Also psychologists are saying that is better
to use a red color to trigger more attention. Position of CTA buttons are also
very important thing in web banner advertising, it should be placed where the
231
action is most likely to be taken. The location of the CTA can be tricky since it
depends on several factors including: the goal of the page, the intent of the
visitor and the complexity of what advertisers are offering. It is observed from
graph no. (4.1. Q) that most preferable location for call-to-action button is the
position after the copy of the ads. This is followed by corner position of the
banner ad & under the logo position. These choices by the designers refer to
the most effective position of the buttons which would be visible to the viewers
& also would not intrude into the creative content of the banner ads.
These elements when these design elements combined form an aesthetic

design. Aesthetics is related to the sense of beauty. More broadly, academic
scholars define aesthetics as a critical reflection on art, culture, and nature.
Since in advertising aesthetics can influence perceptions and judgments, the
importance of design and color treatments must be considered. Artistic,
visual, and appealing designs in advertisements create an interesting
composition that acts as an attention attraction to viewers. Consumers’
perceptions of advertisements evoke a wide range of emotions and outlooks.
These perceptions impact the user’s attitude towards the advertisements
(Sharma et al., 2012).
Hence from the above discussion and hypothesis testing it has been deduce
that for successful communication in web banner ads whole visual elements
played a vital role because each and every element has its own quality and
for more effectiveness of advertising whole composition is required.
232

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Chapter – 4 Data Presentation, Analysis and Interpretation

Data Presentation, Analysis and

Sample No Constituents No. of Sample

2 Female Costumer 100

Source: Field Work

The data analysis is grouped in 2 parts in this chapter as given below

Part 1- Graphic Designer with their designation and company name.

Part 1: Designing of web banner advertising in the perception of Graphic

Table No. 4.1

S. Name of Graphic Name of Adverting Designation

1 Vaibhav DDB Mudra Group Art Director

2 Hitesh Razdan DDB Mudra Group Creative Group Head

3 Kailash Chandra DDB Mudra Group Creative Director

4 Abhishek Bagchi DDB Mudra Group Art Director

5 Anamika DDB Mudra Group Art Director

6 Pallav Medhi DDB Mudra Group Associate Creative

7 Chandan Bind DDB Mudra Group Art Director

8 Vishal Yadav Ogilivy & Mather Art Director

9 Rohit Bagga Ogilivy & Mather Creative Controller

10 Sonali Gupta Ogilivy & Mather Art Director

11 Udipti Jaiswal Pencil Splash Graphic Designer

12 Jincey Michelle Pathfinders Creative Group Head

13 Shakil Khan De complex Graphic Designer

14 Geetika Creativity Art Director

15 Ankan Dhar Star Line Studio Art Director

16 Shishank Dayal De complex Art Director

17 Kaushik Ganguly M&CSAATCHI, Digital Art Director

1. Which of the following web ads are more popular?

Banner Ads Pop-Up Ads Sponsorship Interstitials Hyperlinks

[Graph No. 4.1 A – Popular web ads]

Popular Web-Ads Count

[Table No. 4.1 A – Popular web ads]

2. For an effective communication which colors scheme will you prefer

Cool Warm Warm Dark

[Graph No. 4.1 B – Preferred color]

Preferred Color Scheme Count

[Table No. 4.1 B – Preferred color]

Psychological & Visual aesthetic both Visual aesthetic only

[Graph No. 4.1 C – Color scheme selection]

Preferred color scheme selection Count

Psychological & Visual aesthetic both 18

Visual aesthetic only 10

[Table No. 4.1 C – Color scheme selection]

Observation- 64% designers believe that both psychological & visual

4. Do you think that colors reflect the economic status of consumer?

Strongly Agree Agree Disagree Stongly No Opinion

[Graph No. 4.1 D – Color reflects status]

Preference level Count

[Table No. 4.1 D – Color reflects status]

5. Does the color selection and ethnicity of color go according to the

Strongly Agree Disagree Stongly No Opinion

Quality & Status

[Graph No. 4.1 E – Preference by respondents]

Preference level Count

[Table No. 4.1 E – Preference by respondents]

Observation: 36% of the respondent strongly believes that color selection

Strongly Agree Disagree Stongly No Opinion

[Graph No. 4.1 F – Preference by respondents]

Preference level Count