If you want the biggest revenue impact for the smallest effort, we recommend optimizing your color palettes. Choosing the right palettes can mean the difference between ads your users will notice -- and click -- and ads they'll skip right over.
We've outlined a few strategies below that are designed to decrease ad blindness, the tendency for users to ignore anything that's separate from the main content of your site. By making these changes, you'll be making your ads more visible to users. The goal isn't to confuse users into thinking ads are content, but to get users to see and read the ads so they can click on those that interest them.
The color strategy you should use on your site varies depending on the ad placement and the color of the background where the ads are placed. Review the table below for a quick reference about which strategies we suggest will work well on your site.
| Ads within content | Ads adjacent to content |
| Light background behind ads | Blend | Blend or complement |
| Dark background behind ads | Blend, complement, or contrast | Contrast or complement |
Let's briefly define the three techniques you can use to design color palettes that will be successful for your site:
- To blend, make the background and borders of your ads the same color as the background of your page where the ad is placed. If your site has a white background and you don't want to spend a lot of time choosing ad colors, we recommend using our pre-designed Open Air palette.
- To complement, use colors that already exist on your site, but don't match the background and borders exactly where the ads are placed.
- To contrast, choose colors that stand out against the background of your site. Contrasting is recommended only for sites with dark background, so we suggest using a palette with white background, white borders, and blue titles.
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