In marketing and at events, roll up banners are among the most useful and effective options available. Trade shows, product launches, and promotional events, for example, benefit from having a roll up banner that is well designed. It can create a positive impression for the company, convey important information, and increase brand recognition. However, it is important to keep in mind that making a roll up banner effective involves more than just making it visually appealing. Designing a roll up banner requires knowledge of the audience, the use of good materials, and the application of design fundamentals. In the following, we provide a summary of industry and design professional insights in the form of useful tips.
Know Your Audience and Their Needs
A roll up banner’s design and purpose can be important in making a memorable impression. For instance, in one instance, a customer requested a banner geared toward a promotional event on the beach, yet wanted to include dark and heavy designs. Previously, the customer had experience at outdoor venues, so they suggested the use of bright colors and simple designs. This is due to the fact beach-goers tend to not stop and read, but glance at the materials. The new design printed a 30% increase in inquiries compared to the previous banner. Consider the scenario and context of the banner. Where will it be displayed—inside or outside? Who will be looking at it—busy professionals at a trade show, or people looking to pass the time? By tailoring the designs with these questions in mind, the message can be better received.
Invest in High Quality Materials and Printing Technology
Quality and the longevity of a roll up banner is determined by the materials and the printing. Quality manufacturers use fibrous polyester materials that are resistant to creasing, and tearing—great for transporting. In terms of printing, there are different advanced methods, and each of them have their advantages. In terms of patterns, colors, and details, digital submilation is the best because of its ability to meet complex pictures/ graphics. In terms of fully outdoor use, UV printing is the best because of its ability to resist the outdoor elements. Using sustainable and safe inks that meet standards of international regulation is a great practice for companies that value the welfare of families, and children. Professionals in the industry say that the use of products for your printing is cheap in the short run, and fades in the long run, affecting your brand's reputation.
Maximizing Banner Logo Placement and Visual Hierarchy
Always remember, your logo is your brand's first impression and should be positioned appropriately based on your brand's identity and values. It's best practice to position your logo within the banner's first one third. It's the first area people tend to look at up close, and from afar. Logos should never be scaled down to the point they get lost in text-heavy designs. Equally important is the use of visual hierarchy.A good example of visual hierarchy in practice: A sporting brand uses the roll up banner for sporting events. At a football event, the roll up banner read “Cheer Your Team” in the center of the banner, along with the brand's logo and an action shot of football players. Heuristic evaluation of sign design performed by the American Marketing Association indicates that visual hierarchy cuts down on the cognitive load thus optimizing the sign for information processing.
Balance Customization and Brand Consistency
Roll-up banners are made to customize, however, never compromise brand consistency. A lot of the time, people don’t realize they are using colors and typefaces that are not in the brand guidelines. A corporate client had requested a trade show banner that had an extrememly bright, neon color scheme, which went against their brand identity and was not professional. It was recommended that the brand colors be used vertically in the middle and a ‘clean’ typeface that aligned with the other marketing materials be used. This way, it was a customized banner that was professional. Consistent branding across touchpoints increases customer trust by 33%.
Considering Durability and Portability
Portability is a core feature of roll-up banners. Therefore, weight and size are critical factors to consider when designing your roll-up. Heavier materials and oversized graphics may make a roll-up difficult to set up and to transport. Use a lightweight, yet sturdy materials for the banner. Frame and fabric choice are critical, the fabric shouldn’t crease and the frame shouldn’t be overly heavy. Choose fabric and materials that are waterproof if the banner will be used outdoors. An event industry client of ours praised the durability of the roll-up after using the same banner for twelve events in one year, and the banner still looked brand new. Roll-up banners are a better investment because they are durable and portable.
Putting together a custom roll-up that produces results is a highly creative, practical and, at times, industry specific endeavor. Therefore, to design a banner that stands out and has a great message, one must be highly in tune with one’s audience, employ great material and build hierarchy in the design, be consistent brand wise and portable. If roll-up investment is going to be fully utilized, the aforementioned tips must be incorporated.