Banner blindness is a phenomenon in web usability where visitors to a website subconsciously ignore banner-like information, even when banners contain information visitors are actively seeking. This is also called ad-blindness or banner noise. This term was coined via the 1998 study “Banner Blindness: Web Searchers Often Miss Obvious Links, ” by Jan Panero Benway and Dave. To avoid banner blindness, use good design and follow relevant context.