How we drew pictograms for contextual runner ads
One day, a runner company approached us to draw icons for all advertised goods and services. After all, ad units with illustrations attract more user attention and have a higher CTR (conversion rate).
The Runner has the type of ad units in which thematic icons are displayed. Our miracle indexer looks at the advertised site and determines the subject, and according to the subject shows the icon. Sometimes the text being indexed may not exactly correspond to the subject of the ad, and therefore we need icons that do not clearly show the topic, but only define it. The allegory must be true, so that the heading repair does not show the icon with the car, but it is not necessary to specify that it is exclusively a repair. Will you try to interpret such a contradiction?
Alexey Shmelev, Runner
Contrary to tradition, they began not with sketches, but with the style of icons. We thought for a long time - what style of icons / pictoramm would be more appropriate for ad units. After all, it is necessary that the icons draw attention to the block, but do not distract from the announcement itself. Extra detail in this matter is not needed. Therefore, we stopped at the good old icons - they are universal and easy to read. Plus, due to the fact that they are all drawn in a vector, they are easy to scale.
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Flat pictograms with a corporate green gradient as a fill. Old runner icons were enclosed in rectangles, we offered to abandon any "containers". Advantages of this solution: the pictogram is part of the page design and advertising does not look alien; the pictogram may be a little larger - do not waste space on the field. Here are the ads with new icons:
Was taken into account the fact that the ads may have a different design to adapt to the design of the sites on which they are located. Our pictograms look great in any combination of colors and orientation of blocks.
Next, we set about the sketches, of which a great many were drawn. Here are just a tiny part of them:
Then we sat down and in a few weeks drew more than a hundred pictograms:
The Runner has the type of ad units in which thematic icons are displayed. Our miracle indexer looks at the advertised site and determines the subject, and according to the subject shows the icon. Sometimes the text being indexed may not exactly correspond to the subject of the ad, and therefore we need icons that do not clearly show the topic, but only define it. The allegory must be true, so that the heading repair does not show the icon with the car, but it is not necessary to specify that it is exclusively a repair. Will you try to interpret such a contradiction?Alexey Shmelev, Runner
Contrary to tradition, they began not with sketches, but with the style of icons. We thought for a long time - what style of icons / pictoramm would be more appropriate for ad units. After all, it is necessary that the icons draw attention to the block, but do not distract from the announcement itself. Extra detail in this matter is not needed. Therefore, we stopped at the good old icons - they are universal and easy to read. Plus, due to the fact that they are all drawn in a vector, they are easy to scale.
')
Flat pictograms with a corporate green gradient as a fill. Old runner icons were enclosed in rectangles, we offered to abandon any "containers". Advantages of this solution: the pictogram is part of the page design and advertising does not look alien; the pictogram may be a little larger - do not waste space on the field. Here are the ads with new icons:
Was taken into account the fact that the ads may have a different design to adapt to the design of the sites on which they are located. Our pictograms look great in any combination of colors and orientation of blocks.
Next, we set about the sketches, of which a great many were drawn. Here are just a tiny part of them:
Then we sat down and in a few weeks drew more than a hundred pictograms:
Source: https://habr.com/ru/post/88886/
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