You may think roller banner design is all about being creative and arty. To an extent it is an art but you don’t have to be artistically talented to come up with an eye catching pull up banner to make an instant impact. You could approach the task from an entirely different perspective: anthroposemiotics, or human communication.
So how well do you communicate visually? Isn’t that our aim when advertising through print? We are ‘speaking’ to our chosen audience about our brand or product and apparently humans are very good at receiving these messages.
Pull-up banners highly effective advertising tools
An individual will remember …
It is a fact that 90% of all information taken into the human brain is visual and we remember 80% of this. In comparison we only remember 20% of what we read. When we put together a visually attractive design the message we convey will be more readily received, stored mentally and then easily recalled. Hence, the question to ask ourselves is really “how can I create a visually stimulating roll up banner?”
Take a lesson from the experts
Guest writer for Visme, Mydee Lasquite, makes a valid point that “successful brands don’t just sell their products. They encourage consumers to adopt a certain lifestyle.” She continues, “purchasers are frequently driven by emotions” and that “advertisers use certain techniques to affect buyers’ perceptions,” to tap into these emotions. What are these techniques?
They are varied and indisputably successful in encouraging audience attention and are useful for us to emulate when putting together our own brand of visual advertisement; the roller banner.
As a first port of call, the use of colour is important as it greatly influences our buying mood. For instance, red tends to evoke feelings of euphoria or excitement, whilst yellow apparently stimulates happiness. It is commonly accepted that bright colours attract attention yet there is no universal colour scheme that will motivate every individual to purchase. Colour psychology is an interesting study of how certain shades and their combinations can affect how we feel and are therefore persuaded to act. Visibility is always paramount in visual advertising so the higher the contrast in colours, the better, e.g. yellow and black. Another way to make your colours stand out is by using complementary colours from opposite sections of the colour wheel, such as red and green, blue and orange. Colour is also used to symbolise emotions and elements of everyday life; red represents passion and anger, green is used for health and nature and black suggests sexuality and destruction.
The Colour wheel arranges colours according to their chromatic relationships
Composition refers to the way the elements of the design are assembled in the space. Symmetry is naturally pleasing to the eye so the balance of images and text needs to be equal both sides. In keeping with the simplistic theme, use should be made of the background and ‘white space’ at the top and bottom of the banner panel, to avoid over cluttering and complicating the design.
Where should we place the Images? According to ‘the rule of thirds’ whereby the entire space is divided into three horizontally and vertically, images and key elements are positioned at the intersections of these imaginary lines. Using these guides creates a well- balanced, aesthetically pleasing piece of work.
The ‘rule of thirds’ helps to proportion the composition of advertising content.
Vectors are used to identify what the eye is drawn to when looking at a certain subject. It is possible to guide the eyes to a particular point on the ‘page’ by including these natural lines in the
design, so if your banner is tall, long and upright our eyes will follow the vectors to the top of the frame which would contain key messages or important information such as contact details. Vectors are most effective when employed in the right balance after taking into consideration the subject matter, images used and overall look of the display.
In a similar way a strong focal point created by a single image or other important feature such as the logo, instantly draws the eye to these elements. It is always a good idea to regularly revisit your logo as it plays an important part in brand awareness and aids progression into brand loyalty. Ask yourself is your logo still looking up to date? Does it continue to accurately represent your company mission and objectives? Is it still reproducing well in print and other visual advertising mediums? Adobe Illustrator is a great tool to use in redrawing a pixelated image into a high-quality vector image. Just download the tutorial and follow the steps.
How much text should be included on the pop up banner design?
When it comes to visual advertising ‘Less is More’, ‘Little is lovely’ and ‘pictures say it all!’ So basically, this means you don’t need to waffle on. Remember your audience only have a matter of seconds, some say as little as six, to read your banner, process it and react in either a positive or negative way. So, whatever you have to say you need to say it quickly and succinctly, in a few words. Tag lines, questions, slogans and headlines should be clever to get your audience thinking but not too smart they’re left scratching their heads. They must also be easy to read, eye catching and engaging for the onlooker.
Which font is best to use for the text on pull up banners?
The font is made up of the typeface, (letter type), style (italics, bold), and size of lettering. Be mindful of what you choose as it could detract from your message if it is illegible or ambiguous. The lettering used must also fit the theme, message and objectives of the design. Marketing Consultant Peter Geisheker states that whilst serif fonts such as Times and Garamond are best for print advertising in newspapers, it pays to take risks using a variety of fonts and to experiment with different text sizes, colours and effects for high impact posters and pull up banners.
The choice of font sets the whole tone for the design and can influence the way viewers feel and react to it. The four main categories of typefaces, serif (old style), sans serif (modern), script (handwriting) and display or decorative (as shown in the infographic below). Each have a place in the roller banner design but should be used with discretion if you don’t want your display to look unprofessional.
Fonts are automatically installed with your computer software and there are plenty to choose from. But if you fancy searching out something different or creating your own customised font these are either available for sale or are free to download. First search out compatible applications and follow the online tutorials for installation.
Just to recap what you need to include on your pull-up banner:
And now it’s over to you …
Need a helping hand?
Rollerbanners UK, as their name suggests are dab hands at designing, assembling and printing roller banners of various shapes, sizes and format.
Give them a call today to discuss your design brief or hand the project over to them to work their magic!