Banner blindness is a usability phenomenon in which a website visitor completely overlooks an advertising banner. Such a banner may either be an advertising banner from an external site, or a banner that the serving site intends to use to promote content or a navigation link.

An article at Internetworking Group ^* discusses this phenomenon in detail. Although the article is from 1998, its research methodology and conclusions are often accepted.

See also

• Conditioning
• Habituation
• Topics in human-computer interaction
• Usability testing

Usability