3.6 Deliberate Mismatching

When it comes to choosing colors, I recommend 3-way matching and usingblue for the links. But there is another strategy that you can use.

You can deliberately mismatch your ad colors and styles, provided you keepit to the top of your page.

This distinction generates two powerful 'zones' and therefore two types ofexperience for the visitor.

The first zone is always at the top of the first page, above the main sitebanner. The titles and text colors match colors found in the banner graphicheading. (Important — the URL links are hidden, so only certain text ads willallow you to do this.)

The end result is that these ads, placed above the banner graphic look likekey control points for your site and are just more likely to be clicked. Thevisitor feels that they are visiting the another major area of that site.