ONLINE-ADS>> Netscape or "safe" palette use in banner ads

Nick Jones (NickJ_at_communiquegroup.com)
Wed, 28 Jan 1998 07:36:30 -0500

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To use the Netscape or "safe" palette when building a banner ad, or not
to use it - that is the question

I recently had the interesting dilemma of having to recommend to a
client whether we should use -- as a rule -- the Netscape or "safe"
palette when building banner ads.

The argument for using the safe palette is that it guarantees (or at
least greatly increases the probability) that the banner ads will be
seen by all viewers with consistent colours. Unfortunately, the safe
palette does not always facilitate the sharpest images (because certain
colours are not available).

The argument for using "exact" palettes is that it helps designers/
programmers deliver banner ads which are smaller in file size (most size
banners ads are required to be equal to or under 10K in size) and that
are "sharper" in appearance (due to the ability to deliver the exact
number and type of colours need).

As part of the development of our recommendation to our client, we
conducted an informal survey of some online ad networks, advertising
properties, and other developers in Toronto. I would be very interested
to hear what other people in the industry (beyond Toronto) have to say
about this subject and would be glad to report back to the O-A group as
a whole the results of this larger "survey".

Please email any thoughts/comments you have on this to:
njones_at_interlog.com.

Nick Jones
Director
COMMUNIQUE inter_at_ctive
Toronto
nickj_at_communiquegroup.com

-------------------------------------------------------------------------
Nick Jones, Director & New Media Evangelist
COMMUNIQUE inter_at_ctive
26 Duncan St., Toronto, Ontario, Canada M5V 2B9
Tel#: 416-593-7555 ext 403
FAX#: 416-593-4046
e-mail: nickj_at_communiquegroup.com
URL: www.communiquegroup.com

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