How to Turn Classic Design Principles into High‑Click Banner Ads

It is well known that Hujiang Online School runs several major promotions each year, and after the 2014 redesign of hujiang.com, the site coincided with the 1212 promotion, providing the first opportunity to launch a promotion banner.

Designer’s Thought Process for Banner Requests

The initial requirement discussion is omitted; the focus is on execution. Two main approaches are described:

Some designers already have a mental image and start sketching on paper before creating a mock‑up.

Most, including the author, browse design sites such as Huaban for inspiration, find styles from major brands, and adapt them for the banner.

The author notes that many banners end up looking similar because designers often borrow the same classic styles.

Examples of Borrowed Styles

Taobao’s 11.11 promotion adopted a style inspired by the Opus design, sparking industry discussion; MUJI’s “selected” designs create a consistently beautiful promotional look; Gucci’s 20th‑century fashion mash‑up generated a wave in the fashion world.

These cases illustrate that borrowing classic designs, while adapting them to product characteristics, yields distinctive visual identities.

As Picasso said, “Mediocre people copy works; geniuses borrow methods.”

Dieter Rams’ Modern Design Principles

When classic designs are borrowed, the underlying methodology—clear visual communication and functional aesthetics—remains crucial. The author cites Apple’s product design under Steve Jobs, which was heavily influenced by Rams’ principles.

How to Borrow Classics Effectively

I will no longer be a “Mr. Similar”.

Can a classic design inspire and express the theme of this activity?

The author chose the Memphis style for its vibrant, unconventional aesthetics.

Background of the Memphis Style

In the early 20th century, Bauhaus ushered in a rational, rule‑based modern aesthetic. By the 1980s, product design had become cold and emotionless. Some designers sought a more playful, passionate approach, leading to the birth of the Memphis style, initially applied to architecture, interior, and furniture design.

Characteristics of the Memphis Style

Deliberately breaks color rules, using bright, high‑saturation hues like pink and green.

Emphasizes handcrafted methods and draws inspiration from pop art, Eastern art, and African‑Latin American traditions.

Composition often abandons strict horizontal‑vertical lines, favoring wavy curves and mixed geometric forms.

Applies bold patterns and colorful finishes beyond mere components.

Social Impact

The style quickly attracted young audiences seeking lively, passionate visuals, spreading rapidly across the internet.

Current Design Environment

Flat, minimalist design with limited colors and strict geometry dominates the internet industry, pulling aesthetic preferences back toward historical conventions.

Our Audience

Students who need a relaxed, joyful learning atmosphere; the goal is to convey lightness and pleasure.

Our Product: Education

Without physical product images, the team relies on virtual visual language—shapes, colors, composition—to convey emotion, borrowing Memphis‑style elements while maintaining a serious brand tone.

The final banner features:

Geometric decorative elements that are both concrete and abstract.

Bright yet harmonious color schemes.

Gradients and textures to add depth.

The overall feel is relaxed and pleasant, exceeding expectations after launch. Typography remains readable and slightly formal to keep focus on the activity theme.

Key Takeaway

The product must have its own temperament; operational design should learn classic methods while preserving that unique character.