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What is Banner Blindness?
‘Banner Blindness’ is a phenomenon in web browsing, where visitors of a website do not view banner content. This can be a conscious or an unconscious occurrence.
The content on the banners may be external advertisements or any banner-like content elements which may include internal navigation(to other pages on the website), references etc. The banner is ignored by viewers irrespective of whether the content is relevant or irrelevant to the visitor.
The term was coined by Benway and Lane of Rice University, in the year 1988. Further studies have contradicted the popular web design ideology that says colourful, large, and flash oriented content are likely to get more views.
Banner blindness is a phenomenon which prevails over a wide range of website viewers, however, it may vary from one user to another.