Banner Blindness
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People don't like ads. Obviously. But strangely enough, they often don't even notice them. Our brains have been so conditioned to seeing advertising that we unconsciously block it out from the content we read. In a sense, it's a survival mechanism to keep our minds focused on the tasks that our websites are designed to help us with. If we percieved advertising on the same level as the content we're trying to consume, we'd have no hope ever getting anything done.
This can turn into a problem when we misjudge real information as advertising. On piracy sites, there are a slew of download buttons that are so differently styled from the rest of the page that they feel too "fake" to be real. But, you can run into a boy cried wolf situation when you're so used to seeing ads that you don't even notice the real link. It does happen.
Because of this, web designers have to be aware when using banners intentionally on their sites. If you're using a banner to add flair to a piece of information, you need to be extra careful that it fits in with the rest of the page, or else it could read like an ad. When that information is your return policy, those lost eyeballs matter.