A date has been given in which we may begin to see the opening of businesses again within the UK, although the change may be slow, a gradual move to normalcy will start to begin and with that the reopening of events to bring people together. Especially as we head toward the summer months and the good weather begins to arrive, we see a shift toward print marketing through the use of banners, or even as trade shows and exhibitions begin to reopen the use of signage and exhibition stands - with reduced capacity it may be more important than ever to stand out amongst others, and as such utilizing good design may help make the difference.
- Use of colour - It’ll be the first thing noticed on your roller banner, and may be one of the features that keeps people looking. Trying to go too complicated here, or blending too much together can work against you, especially if you have a message on your banner too - use an easy on the eyes flat colour - brighter or harsher colours may not display too well in certain lighting or may catch people a little off guard, or just utilize negative space with white, simplicity here is key.
- Use negative space - As with the previous point, utilizing negative space is often more effective than trying to pack as much in as possible. Good use of space can make the banner seem much larger than it actually is, and may help promote the message in a clearer way - negative space has long been used to create an engaging display, but it is important to get it right to avoid the opposite being true - a stuffy, overcrowded feel.
- Keep your message simple - If you’re adding text to your banner, try not to add too much - if specific details are required, be sure to add them - however adding too much may in fact lead to less engagement as passersby may not want to stop to read paragraphs of text. This also goes hand in hand with colour - ensure the message is legible and easy to read - black text on a white background is easier to read than white on black, for example.
- Consider where the banner will be placed - Will the banner be in a heavily trafficked area? What orientation will the banner be in? One of the big benefits to roller and pop-up banners can be found in the portability of them, as with all marketing the use of banners can feel a little trial and error to see where you find the most engagement - where possible don’t be afraid to move your banner or change orientation where possible.
- Don’t be afraid to ask for help - When you focus on your own work for too long, it may become difficult to be objective - luckily there are plenty of services on hand to help you out with a wealth of experience in banner design - don’t be afraid to ask for a little feedback or advice to see where you can find improvements - you may not be relying on the company to do the design for you, but many will be more than happy to offer a little assessment where necessary.
Ultimately a large part of marketing and design as a whole comes down to trial and error - finding out what works in certain situations - it’s also something that changes very often. Don’t be afraid to try new things and to adjust what you feel may not be working until you reach a design that works in all the ways it needs to.