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Be roller banner savvy

Be roller banner savvy

Posted by Paul Serellis on 22nd Jan 2018

What’s a roller banner? You might know them as Pull Up Banners or Roll Up Banner Stands; a powerful promotional product and essential marketing tool for any discerning business or enterprise. These lightweight display stands are simple in format and easy to store, low cost, high impact, and durable. If you want to send the right message, to the right customers at the right time, Roller Banners are just what you need.

As part of the marketing strategy, designing advertising banners requires thought and attention to detail. You might be asking yourself ‘how do I design my pull-up banner for a promotional event’? What should I include in the layout of my roller banner? Or where do I put the roller banner so that it can be seen and read by my customers or audience? It’s not as complicated as it sounds. It just takes a little planning.

Before you can answer these questions, you need to be clear on your objective and focus on this:

  1. Who are you trying to communicate with?
  2. Where are they likely to be at a time when they are most receptive to reading the message?
  3. What sort of information will they respond most to?

Who?

Decide what you want to achieve from your banner? Is the aim to inform your audience of a new product or service? Or do you just want to maintain brand awareness? Maybe you have a special event planned and want to invite or direct them to it? Estimate the ‘dwell time’ of your onlookers; i.e. will they be static, stood in one place, moving along slowly or racing past? Once you have a clear purpose for the banner then the message you send, the roller banner design and its location will fall into place.

Where?

If your banner is serving as a signpost then careful consideration must be given to where it is situated, to attract the maximum number of interested customers. The banner can be located outside to draw people to the event itself or indoors to merely direct them to the right place. In a shop, salesroom or hotel foyer the banner serves as an information giver, perhaps making people aware of a special sale or to advise existing customers of a unique selling point. At exhibitions or award ceremonies they become the backdrop for the event emphasising the name and contact details of the company or brand.

What?

This is the tricky part. It’s been suggested that you only have three seconds for the message to be read and understood, so brevity, precision and visual impact are crucial.

Start at the top and work down to the bottom. Your logo will come first identifying the message giver and your headline or core message will come next. The headline need only contain a few words if used in conjunction with a powerful image, or could be a couple of phrases to invoke curiosity.Less important information appears lower down along with contact details. Ideally the core message should be at eye level for easy reading as the eye will instantly scan what is directly in front, but on the same line, keep the space at foot level blank as this is very hard to read. Try to use key words in your headline that your audience will relate to and a variety of font sizes and bright colours. A word of warning here that some colour combinations are hard to read so chose your background colour carefully, for instance white on yellow. What do you want your headline to do? Encourage sales? Motivate to action? Or simply to inform? With your criteria in mind you could make a memorable statement, or ask a simple question and then answer it in a couple of words. Testimonials and experiences are powerful persuaders or you could explain ‘How to … ‘

Where graphics are concerned, less is more. They need to be highly visible, attention grabbing and easy to read from left to right. Again, think from the perspective of onlookers. Can they be seen clearly from across the room or road? Do they make sense? Are they thought provoking or catchy?

Keep wording to a minimum and the message simple, and ensure the type face is easy to read and not too large. What will be on the minds of your visitors as they approach your exhibition stand, reception desk or sales area? The banner is a taster to draw the customer in to ‘try some more’. If you are emphasising some special promotion or selling point will the message displayed tantalize them enough to want to learn more? You don’t have to be too clever or ultra-cryptic. Just draw on previous customer knowledge and give them what they want or need.

Images need to be powerful and of high quality, so choose these from stock image websites like Flickr, Free Pixels, Stock Vault or RGB Stock. Do not copy and paste straight from a website as print resolution is different and the final image on the banner will appear pixelated. Do your images relate to your key message and are they in line with your company ethos? Do not go overboard with too many large images. It’s better to have several smaller pictures or just one or two well-chosen larger ones for greater impact.

Montages can be effective as our brains react to images more quickly, but the pictures used should all be of equal size and related to show continuity and less text will be needed.

The company name can be included for clarification, in case your logo isn’t recognised, along with point of contact details, namely your website address which should be emphasised. Links to social media are useful if there is room and the overall look is uncluttered.

What do you think of this?

  • Simple design linked to corporate identity
  • Wording kept to a minimum & easy to read
  • Bold Colours in keeping with corporate colours
  • Logo at the top and company name
  • Large quality image related to message
  • Contact details included
  • Website address stands out
  • Use of a variety of typefaces and font sizes
  • Carefully selected creative strapline

Mission accomplished?

If you’re feeling brave and inspired creating your own banner will come easy. Unfortunately, we all suffer from a lack of creativity from time to time, but fear not, roller banner templates are free to download from Graphic Designers and Printers websites. They are available in Illustrator, Photoshop or PDF and should work with all popular business software. Try this link.

If all you’ve managed is to draw a blank leave it to the experts. The crew at RollerbannersUK will be more than happy to lead you by the hand throughout the whole process. Easy! Contact the Design Studio today with your thoughts and aspirations and they will magically convert these into an all singing, all dancing, eye catching roller banner! Call 01782264110 or go to www.rollerbannersuk.com