Applying SCAMPER to banner design as a visual business tool

Article by: Vincent van Vliet

Last update: March 28, 2025

SCAMPER is an acronym or mnemonic for a series of words that can help develop a creative thinking process. The idea originated from Alex Faickney Osborn (1953) and was further developed years later by Bob Eberle.

What is SCAMPER?

Each letter of the word SCAMPER has its own meaning:

Substitute
Combine
Adapt
Modify, magnify or minify: enlarge, reduce or change (form)
Put to other uses
Eliminate
Reverse or rearrange

The SCAMPER methodology

The goal of SCAMPER is to help you invent new things and innovate. You do this by following a specific process where you ask yourself different questions in 7 steps. For example, with the letter “S” you ask “What can be replaced?” and “What other process can be used?” You do this for all the remaining letters as well.

SCAMPER and creating a banner design

This method can be applied to many different areas, including designing a banner. This way, you can create a unique banner that fits your business, product, or the goal you have in mind. Here’s an example:

1. Substitute

Examine which parts of a current design can be replaced. Think about simple things like a photo or image, a color, or a specific text or title.

2. Combine

The second step is merging elements. Check if there are titles that can be combined, or divided areas that could form a unified whole.

3. Adapt

The third and fourth steps are quite similar, focusing on adapting content or function. You might consider adapting specific texts so they fit perfectly into the overall picture of your banner design.

4. Modify

The fourth step also involves adaptation, particularly enlarging and reducing. Think about a background image that you can enlarge, or scaling a text box.

5. Put to other use

In this step, look for existing elements from other designs that you can adapt. Then use them for your banner. Consider a logo or perhaps a good idea that you once saw on a poster.

6. Eliminate

The end is in sight, but it’s important to view the whole from a distance. Are there things that don’t matter? Certain elements causing confusion or adding nothing? In this step, it’s time to leave certain things out.

7. Reverse

The final step is about putting the finishing touches. Maybe that one title should be moved slightly more to the left, or it’s better to flip two images. Try to arrange everything as well as possible for the best end result.
Did you find this useful? Then the design thinking method is probably something for you too. Among other things, for continuously improving your banner design in the future.

Article by:

Vincent van Vliet

Vincent van Vliet is co-founder and responsible for the content and release management. Together with the team Vincent sets the strategy and manages the content planning, go-to-market, customer experience and corporate development aspects of the company.