Print media is still just as effective as it has ever been and solid design delivers the same impact regardless of which media it is presented as - however in a world of digital, many find shortcomings when trying to over design their more traditional forms of media to stand out - these are some fundamentals to your banner and exhibition designs that may help steer you back in the right direction.
- Simplicity works - The first thing to keep in mind is that when your banner is viewed, it’s likely to be a fleeting glance or a quick notice. Trying to pack too much in to the design overwhelms whoever may be looking at it and oftentimes causes the message to be lost as too much information is offered at once - keep things simple without adding too many graphics, keep colours basic without trying to blend too many together and make sure any information on your banner is legible - whether this is your company name, slogan, or promotional message - the banner doesn’t need to be filled with bells and whistles, it just needs to draw attention.
- Stick to standardisation - It may be tempting to rock the boat and test out something different, and in some occasions this may pay off but it’s also just as common that these differences may go unnoticed. Industry standards for things like sizing are there for a reason - if you’re going to invest in a banner, it’s wise to stick to some of these industry standards to ensure you’re able to make the most out of your exposure.
- Readability matters - As an extension from the first point in simplicity, ensuring the text on your banner is readable is important - keep the text font and colours simple and ensure the background colours are kept in line with that too, the message your banner sends is important, but it would be for nought if that message can’t be read.
- Don’t forget your call-to-action - Whether it be directing passersby to your store or booth at a trade show, or having them call or email, ensuring your call to action is readable and visible is what will determine the success of that banner - simply putting together an image with your company logo and colours may serve great as a form of simple advertising, but without instruction it’s just an image after all - find an area that’s important to your business and make it your call to action.
- It’s ok to change - Of course it’s important to remember that it’s ok to change your banners as often as needed - many feel that after investing money into their banner, they’re stuck with it - but marketing after all is a lot of trying different methods to see what works best. If your banner doesn’t land where you feel it needs to, perhaps ask your audience where it isn’t landing and adjust on feedback, once you find what works for you then you may not need to change again in future.
Fortunately, traditional forms of marketing tend to remain unchanged for quite some time, unless efforts need to be made for an adjustment in strategy, once you’re able to find a banner approach that works for you, it won’t be likely that any immediate updates or changes will need to be made. It’s also important to note, many print companies have an in-house design team with a wealth of experience in the market, if you’re ever stuck for ideas or are unsure what your heading should be, they’re bound to be filled with ideas to help you out.