{"id":27372,"date":"2022-06-01T01:00:00","date_gmt":"2022-05-31T23:00:00","guid":{"rendered":"https:\/\/graphiste.com\/blog\/?p=27372"},"modified":"2022-11-03T09:16:52","modified_gmt":"2022-11-03T08:16:52","slug":"format-banniere-web","status":"publish","type":"post","link":"https:\/\/graphiste.com\/blog\/format-banniere-web\/","title":{"rendered":"Banni\u00e8re web anim\u00e9e vs statique\u00a0: comment choisir\u00a0?"},"content":{"rendered":"<p>Ces derni\u00e8res ann\u00e9es, la <a href=\"https:\/\/graphiste.com\/blog\/google-ads-formats-annonces-display\">publicit\u00e9 display<\/a> a \u00e9volu\u00e9 en m\u00eame temps que la technologie num\u00e9rique. Une progression que l\u2019on remarque notamment avec l\u2019\u00e9volution des banni\u00e8res publicitaires web, et du r\u00f4le promotionnel qu&#8217;elles jouent d\u00e9sormais sur Internet. Ainsi, une nouvelle question occupe aujourd\u2019hui les professionnels du marketing&nbsp;: comment choisir entre <a href=\"https:\/\/graphiste.com\/blog\/astuces-booster-conversions-bannieres-web\">banni\u00e8res web<\/a> anim\u00e9es et statiques\u00a0? Comme toujours, la r\u00e9ponse d\u00e9pend surtout de vos objectifs\u00a0! Explications.<\/p>\n<p>&nbsp;<\/p>\n<h2>La banni\u00e8re web anim\u00e9e<\/h2>\n<p>Les <a href=\"https:\/\/graphiste.com\/blog\/inspiration-bannieres-originales-site\">banni\u00e8res<\/a> anim\u00e9es peuvent \u00eatre assimil\u00e9es \u00e0 de minis clips publicitaires, ce qui repr\u00e9sente conjointement leur avantage majeur, mais aussi leur risque principal.<\/p>\n<p>Ces banni\u00e8res permettent ainsi d\u2019enrichir votre message publicitaire tout en gagnant de l\u2019espace. Elles permettent d\u2019alterner visuels et textes, ce qui \u00e9vite de surcharger l\u2019image d\u2019un trop grand nombre d\u2019informations.<\/p>\n<p>Il est toutefois recommand\u00e9 de ne jamais d\u00e9passer quelques secondes d\u2019animation dans une banni\u00e8re, car l\u2019internaute ne prendra jamais le temps de visualiser l\u2019int\u00e9gralit\u00e9 de votre message si celui-ci est plus long. La banni\u00e8re anim\u00e9e est ainsi un support plus visible et cr\u00e9atif qu\u2019une banni\u00e8re statique, et elle permet d\u2019attirer automatiquement le regard du visiteur.<\/p>\n<figure id=\"attachment_27503\" aria-describedby=\"caption-attachment-27503\" style=\"width: 1152px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-27503 size-full\" src=\"https:\/\/graphiste.com\/blog\/wp-content\/uploads\/sites\/4\/2021\/06\/animated-banner.gif\" alt=\"banni\u00e8re anim\u00e9e\" width=\"1152\" height=\"400\" \/><figcaption id=\"caption-attachment-27503\" class=\"wp-caption-text\">\u00a9 <a href=\"https:\/\/graphiste.com\/pictures\/270377\" target=\"_blank\" rel=\"noopener noreferrer\">morgane_p<\/a><\/figcaption><\/figure>\n<p>Toutefois, si attirer l\u2019attention est une qualit\u00e9, cette banni\u00e8re doit surtout convaincre vos internautes d\u2019agir, en cliquant sur son Call to action. Attention donc \u00e0 ce que vos animations soient suffisamment originales pour \u00eatre attractives, sans pour autant d\u00e9ranger le visiteur et provoquer sa r\u00e9pulsion. Bannissez les images saccad\u00e9es, les couleurs trop vives, et les messages publicitaires agressifs qui sont terriblement contre-productifs.<\/p>\n<p>Sachez aussi qu\u2019aujourd\u2019hui, on cr\u00e9e des banni\u00e8res anim\u00e9es au format GIF et HTML5, la technologie flash ayant \u00e9t\u00e9 totalement abandonn\u00e9e. Vous devrez donc choisir entre ces deux formats.<\/p>\n<p>&nbsp;<\/p>\n<h3>Banni\u00e8res anim\u00e9es GIF<\/h3>\n<ul>\n<li>Les avantages\u00a0: le GIF permet d\u2019optimiser la compression, offre une gestion de la transparence, permet le d\u00e9filement de plusieurs images et la visualisation de plusieurs messages ou images, et il est compatible avec tous les navigateurs et supports (desktop, tablette, smartphone).<\/li>\n<\/ul>\n<figure id=\"attachment_27377\" aria-describedby=\"caption-attachment-27377\" style=\"width: 800px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-27377 size-full\" src=\"https:\/\/graphiste.com\/blog\/wp-content\/uploads\/sites\/4\/2021\/06\/Banniere_GIF_-_Pauline59.gif\" alt=\"bannie\u0300re_anime\u0301e_vs_bannie\u0300re_statique\" width=\"800\" height=\"550\" \/><figcaption id=\"caption-attachment-27377\" class=\"wp-caption-text\">\u00a9 <a href=\"https:\/\/graphiste.com\/pictures\/151114\" target=\"_blank\" rel=\"noopener noreferrer\">Pauline59<\/a><\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<ul>\n<li>Les d\u00e9fauts\u00a0: le GIF est limit\u00e9 \u00e0 256 couleurs, ce qui peut engendrer une d\u00e9gradation l\u00e9g\u00e8re de vos images complexes. Le d\u00e9filement des images est souvent saccad\u00e9 avec un effet de clignotement, et le poids de l\u2019animation peut rapidement augmenter en fonction du nombre d\u2019images utilis\u00e9es.<\/li>\n<\/ul>\n<h3>Banni\u00e8res HTML5<\/h3>\n<ul>\n<li>Les avantages\u00a0: le HTML5 permet d\u2019\u00e9laborer des animations \u00e0 la fois complexes, originales et artistiques. Les animations prennent en charge les \u00e9l\u00e9ments vectoriels, all\u00e9geant le poids du fichier et offrant une qualit\u00e9 finale excellente.<\/li>\n<\/ul>\n<figure id=\"attachment_27378\" aria-describedby=\"caption-attachment-27378\" style=\"width: 810px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"size-large wp-image-27378\" src=\"https:\/\/graphiste.com\/blog\/wp-content\/uploads\/sites\/4\/2021\/06\/Banniere_HTML_5.JPG-1024x497.jpg\" alt=\"\" width=\"810\" height=\"393\" \/><figcaption id=\"caption-attachment-27378\" class=\"wp-caption-text\">http:\/\/ad.neuranet.com\/NUtRNXA4Y3l<\/figcaption><\/figure>\n<ul>\n<li>Les d\u00e9fauts\u00a0: la mise en place et les modifications d\u2019une banni\u00e8re anim\u00e9e en HTML5 n\u00e9cessitent les comp\u00e9tences d\u2019un d\u00e9veloppeur. Certains sites n\u2019acceptent pas le HTML5. Le temps de d\u00e9veloppement de ce type de banni\u00e8re anim\u00e9e est plus long que pour une banni\u00e8re GIF. Le prix de son d\u00e9veloppement est \u00e9galement plus \u00e9lev\u00e9.<\/li>\n<\/ul>\n<blockquote><p>\u00c0 lire aussi&nbsp;:\u00a0<a href=\"https:\/\/graphiste.com\/blog\/creer-banniere-twitch\">Comment cr\u00e9er une banni\u00e8re Twitch\u00a0?<\/a><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<h2>La banni\u00e8re web statique<\/h2>\n<p>Contrairement \u00e0 la banni\u00e8re anim\u00e9e, la <a href=\"https:\/\/graphiste.com\/blog\/outils-creer-bannieres-web\">banni\u00e8re<\/a> web statique est constitu\u00e9e d\u2019un unique \u00e9l\u00e9ment\u00a0: son image. Ce visuel est alors g\u00e9n\u00e9ralement compos\u00e9\u00a0:<\/p>\n<ul>\n<li>du logo de l\u2019entreprise ;<\/li>\n<li>d\u2019une accroche courte ;<\/li>\n<li>d\u2019un bouton d\u2019appel \u00e0 l\u2019action qui pousse au clic du visiteur ;<\/li>\n<li>d\u2019un visuel (image, photographie, etc.)<\/li>\n<\/ul>\n<figure id=\"attachment_27379\" aria-describedby=\"caption-attachment-27379\" style=\"width: 936px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-27379 size-full\" src=\"https:\/\/graphiste.com\/blog\/wp-content\/uploads\/sites\/4\/2021\/06\/Banni_C3_A8re_statique_-_Mathieu_RG.JPG.jpg\" alt=\"bannie\u0300re_anime\u0301e_vs_bannie\u0300re_statique\" width=\"936\" height=\"216\" \/><figcaption id=\"caption-attachment-27379\" class=\"wp-caption-text\">\u00a9 <a href=\"https:\/\/graphiste.com\/pictures\/281679\" target=\"_blank\" rel=\"noopener noreferrer\">Mathieu_RG<\/a>.<\/figcaption><\/figure>\n<p>Ce type de banni\u00e8re fixe a le gros avantage d\u2019\u00eatre tr\u00e8s lisible, du moment qu\u2019elle n\u2019est pas surcharg\u00e9e d\u2019informations. En effet, l\u2019absence d\u2019animation offre une lecture plus facile du contenu de la banni\u00e8re, ce qui permet, par extension, une meilleure m\u00e9morisation de son message. D\u2019autant que les internautes ont tendance \u00e0 trouver ces banni\u00e8res moins publicitaires (dans le sens agressif du terme) que leur pendant anim\u00e9.<\/p>\n<figure id=\"attachment_27380\" aria-describedby=\"caption-attachment-27380\" style=\"width: 810px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-27380 size-large\" src=\"https:\/\/graphiste.com\/blog\/wp-content\/uploads\/sites\/4\/2021\/06\/Bannieres_statiques_-_Mrdesign22-1024x730.jpeg\" alt=\"bannie\u0300re_anime\u0301e_vs_bannie\u0300re_statique\" width=\"810\" height=\"577\" \/><figcaption id=\"caption-attachment-27380\" class=\"wp-caption-text\">\u00a9 <a href=\"https:\/\/graphiste.com\/pictures\/271026\" target=\"_blank\" rel=\"noopener noreferrer\">Mrdesign22<\/a><\/figcaption><\/figure>\n<p>La facilit\u00e9 de compr\u00e9hension est sans doute le principal avantage de la banni\u00e8re statique comparativement aux animations parfois consid\u00e9r\u00e9es comme agressives. Cependant, elles attirent moins le regard que les supports anim\u00e9s, et leur design doit donc \u00eatre parfaitement con\u00e7u pour \u00eatre plus percutant.<\/p>\n<p>Sachez qu\u2019une banni\u00e8re fixe est aussi moins on\u00e9reuse, puisqu\u2019elle est plus facile et rapide \u00e0 concevoir qu\u2019une banni\u00e8re anim\u00e9e. Ce type de bandeau est donc particuli\u00e8rement indiqu\u00e9 pour les petits budgets, mais aussi pour toutes les entreprises qui esp\u00e8rent transmettre un message m\u00e9morable \u00e0 leurs visiteurs.<\/p>\n<p>&nbsp;<\/p>\n<h2>Conclusion<\/h2>\n<p>Il n\u2019existe pas de bon ou de mauvais choix quand il s\u2019agit de choisir entre banni\u00e8re statique et banni\u00e8re anim\u00e9e. L\u2019une comme l\u2019autre offre ses propres avantages et ses propres inconv\u00e9nients. Ainsi, les banni\u00e8res anim\u00e9es on l\u2019avantage d\u2019attirer le regard du visiteur et d\u2019attiser son int\u00e9r\u00eat, ce qui r\u00e9pond aux objectifs de nombreuses entreprises. La banni\u00e8re statique permet quant \u00e0 elle de marquer plus durablement les esprits, et am\u00e8ne plus volontiers l\u2019internaute \u00e0 interagir avec elle gr\u00e2ce \u00e0 son Call to action bien visible.<\/p>\n<p>En r\u00e9sum\u00e9, le choix de l\u2019un ou l\u2019autre de ces supports est surtout fonction des objectifs de votre campagne publicitaire. Qu\u2019elle soit ou non anim\u00e9e, le succ\u00e8s de votre banni\u00e8re d\u00e9pend aussi et surtout de son design et de la qualit\u00e9 de son message, encore une fois adapt\u00e9s \u00e0 votre public cible.<\/p>\n<p>Quelle que soit l&#8217;option choisie, des <a href=\"https:\/\/graphiste.com\/#open-fast?source=blog-text\">graphistes professionnels<\/a> pourront r\u00e9aliser des banni\u00e8res percutantes adapt\u00e9es \u00e0 votre charte graphique.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ces derni\u00e8res ann\u00e9es, la publicit\u00e9 display a \u00e9volu\u00e9 en m\u00eame temps que la technologie num\u00e9rique. Une progression que l\u2019on remarque notamment avec l\u2019\u00e9volution des banni\u00e8res publicitaires web, et du r\u00f4le promotionnel qu&#8217;elles jouent d\u00e9sormais sur Internet. Ainsi, une nouvelle question occupe aujourd\u2019hui les professionnels du marketing&nbsp;: comment choisir entre banni\u00e8res web anim\u00e9es et statiques\u00a0? Comme [&hellip;]<\/p>\n","protected":false},"author":54,"featured_media":28922,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[27],"tags":[69],"class_list":["post-27372","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-webdesign","tag-graphisme"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Banni\u00e8re web anim\u00e9e vs statique\u00a0: comment choisir\u00a0? - Graphiste Blog<\/title>\n<meta name=\"description\" content=\"Ces derni\u00e8res ann\u00e9es, la publicit\u00e9 display a \u00e9volu\u00e9 en m\u00eame temps que la technologie num\u00e9rique. 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