web watch - MMHK May

Alan Kan

Creative director, Kitchen

HOT

Cathy Pacific Hong Kong Sevens banner

Rating 4 /5

What makes this banner different is that rather than simply inviting us to visit a site containing further information, it contains the site within itself! While not a hardcore rugby fan, the bouncing people instantly grabbed my attention. That I wound up browsing through the whole site without being aware of how much time I was spending was all due to the user-friendly "site x banner" hybrid form. Most banners involve a complex 5-step rigmarole of  rolling over and clicking the banner, landing on the site, rolling over the navigation bar and, finally, clicking to see an individual section. What makes this banner great is that it allows a quantum leap from 1 to 5! With my first click, I was already browsing the 2nd level. I like this work because it challenges the nature of banner ads and asks "Shouldn't a banner be more than just a banner?"

NOT

Australia.com banner

Rate 1/5

The number of words that should appear in a banner is a constant source of friction between interactive agencies and their clients. Expecting browsers to absorb 77 words of English and Chinese copy while drinking in views of Sydney Harbour and a cute Koala in just 10 seconds, this Australia.com banner really pushes its luck! Ultimately, it comes off looking more like a direct adaptation of a print ad rather than a specially designed banner. The paragraph you are reading contains about 150 words. If you can read and absorb it in 20 seconds, you are a Speed Reading Champion and will love this banner! For me, the best way to judge the number of words in a banner is to read it out loud. If you can read the contents at normal pace, it will probably fit the time limit. That said, I love the view of the Sydney Harbour and the cuddly Koala!