88×31 was the original “button” size for webcomics.  This is a very acceptable size for link exchanges, and often the smallest. Many people will link with larger sizes now, but this was once the default size. Definitely have at least one banner of this size available, and preferably, more than one.

117×30 is the “button” size on Project Wonderful.  Most webcomickers do not link with this size. If you are seeking a link exchange with someone, check their links page first to see which size they prefer.  You SHOULD have this size available on your links page as it is slowly becoming more popular, but I think you will find many still prefer to link with 88×31.

125×125 is the  “square” size.  It is very rare to see anyone choose this size to link another comic with.  Not unheard of, but rare. You MAY want to have this size available on your links page.

160×600 is the “skyscraper” or “tower” size. This is for advertising purposes only. No one will link you with this size unless they are crazy (120×60 is the thin tower, going out of style).

200×40 is my personal favorite size for link banners. It is also the de facto size for link exchanges.   It’s small enough you can often fit 3 across a page, but large enough you can fit some art on there. If you remember my 4-article series about making banners, art together with words make the best banners, especially for comics. Definitely have at least one banner of this size available, and preferably, more than one.

234×60 is the Project Wonderful “half banner” size.  I find it an awkward size myself.  Most webcomickers do not link with this size. Have this for size for advertising for yourself, but don’t expect others to use it.

300×250 is the “rectangle” size. This is for advertising purposes only. No one will link you with this size unless they are crazy or owe you a favor big time.

468×60 is the traditional full banner size. You will be lucky to get a link exchange with this size, but it’s certainly not unheard of.  This is a size to have for many things, including top lists, comic updater sites, comic collective banner rotations, and more. Definitely have at least one banner of this size available, and preferably, more than one.

728×90 is the “leaderboard” size.  This is for advertising purposes only. No one will link you with this size unless they are crazy.

Other sizes: some comickers have created link banners of very odd sizes. This is not advisable. People don’t like their link exchange page to be horribly cluttered, which it will become if everyone wants a different size. Feel free to have other sizes available ALONGSIDE the acceptable sizes.

Etiquette for people seeking link exchanges: if you are asking for a link exchange with another comic, do exactly that FIRST: ask! Do not email someone with your banner already attached, or with a link to you banner/links page, or with a link to your OWN links page, where their banner is up.  It is very rude to 1) send attachments to people who don’t know you 2) assume they will link you and 3) try to pressure them into a reciprocal link by already putting up their link. I recommend asking if they would be willing to exchange banners with you, and if so, what size they would prefer.  Ball’s in their court, and they’ll get back to you if they’re interested. 90% of people will be interested, unless you’re making a totally horrible comic* and you’re asking a totally great, popular comic*.

*relative designations.

Etiquette for link/banner pages: preferably you should have SOMEWHERE on your links page your linking policy. For example, do you even accept link exchange queries? Some people don’t (ex, Earthsong)! Are there comics you won’t link (mature? violent? graphic?)? What banner sizes do you prefer, and where can you be reached for queries? If your linking banners are on a different page than you link exchanges, make sure the link is prominent.

Option 1 is usually better. Interested visitors see a higher quality image, and even though there is LESS to see, it is tantalizing in its…lack…of the entire image.  It’s saying “see more! Click here!” without actually saying it.  If you do it right, that is.

Option 2 is what most people seem to go with. What happens though is that the art loses quality, looks squashed, gets blurry and becomes…unattractive.  The only time I’ve seen this done right is on LARGE banners, like 160×600 towers or 728×90 leaderboards. If you have enough room, you can fit more. But if you don’t have enough room, don’t try to fit the 14 co-eds into the telephone booth.

How about some examples? I’m going to go with a middle-size, popular-size banner for linking (200x40px) and a random panel from a recent Not Alone page of mine (last panel).  I need more banners for that comic anyways.

First, I’m going to draw upon my 8 elements of a banner discussed in the first article about this. I’m going to choose a “facial feature” and use my personal logo.  I’m not going to include my URL because Not Alone doesn’t have its own site. I will include a border, action/movement is part of the panel, I’ll be using a monochromatic color scheme, and since this is a panel straight from my comic, the advertising is truthful. If there is room for a tag-line, I will include it.
Option 1, small piece of larger art done wrong, then right:

Why is the first one wrong and the second one right? The first has art that is TOO large on a canvas that is TOO small. It should only take one short glance to discern what is being shown to you.  You shouldn’t have to pause and ask, “what is that supposed to be?”  The second one is “right” because you can easily tell what it is, yet it’s still large enough that it’s only a PIECE of the entire image.

Option 2, “zoom out” done wrong and then done better:

Again, what makes the first wrong and the second right? In the first, the image is so SMALL it is you can’t tell what it is without squinting, the same kind of problem that the bad option 1 banner had, but in the opposite way. The second version of this type of banner is better because you can still see what it is without compromised quality. I don’t call this one “right” because to do a far-zoomed-out banner, you need to choose the right dimensions for the job. This image could not be placed in a way that satisfied me. It is only better, not “right.”

Some other things:

When the image that you choose is facing a certain way (for example, the character on the banner faces to the right), it should face your logo on the other side. The two should face each other, drawing attention INWARD. If the elements faced opposite directions, attention would be focused OUTWARD. Draw the person in. People will look where the character in the banner is looking. So, focus that attention on you, not away from you.

Second, another common mistake I see with small banners is people not wanting to include text at all. It is amazing how small text can be and still be readable. You need at least your comic’s title or logo on every banner advertising your comic. If you can fit a tag line it, do so. The phrase, “fate is a choice” on these banners is set at only 10px high. It was still readable at 8px high, but there was no reason to make it that small.

Making Banners: Animations to come after the holidays are over.