Banner stands are brilliant pieces of kit for any business, large, small, micro or start up. Relatively inexpensive, with the right information and graphics, designed and executed well, they can be worth their weight in gold.
But, like many advertising and marketing material, much of the success of the piece lay in its design. Those of us yet to be initiated in the finer points of text and graphics can make mistakes that are all too common; for example, stuffing the space full of words and graphics instantly confuses the eye. When the eye cannot send clear messages to the brain about what it is looking at, where the key pieces of information are on the banner, all possibility of creating a sale have gone.
Confused by all the data, colour and with no place for the eye to focus, the person could simply wonder off. So before you take the plunge, decide if banner stands are fit for your purpose. If you decide they are, bear the 7 top design tips in mind…
With all marketing material, you first need to decide if the medium is the right format for you. With banner stands, there are three main reasons why people opt for them:
I. Versatility – banner stands look fabulous in store, near your entrance but, in many cases, the models on offer are also robust and sturdy enough to be placed outside too
II. Usage – not only is where you place them a versatile option, how you use them and what for is also a feature of banner stands; for example, they are cost-effective for any budget to be used in a short term, marketing campaign or robust enough to last the test of time, for longer marketing campaigns
III. Size – there are also different sizes from which to choose which will, of course vary in price; we suggest getting the right one for your campaign or business, rather than assuming price must dictate everything.
If you have decided that banner stands are for you, then you must now set about design the banner. Some companies will offer a design service, a perfect investment is you intend keeping the banners for a length of time but many people and businesses enjoy the challenge of designing their own. By following these 7 design tips, you banner could be a thing of beauty… as well as doing the job it is meant to do!
Tip 1: Catchy tagline
In many cases, you company or business may have a tag line and you could just use this. However, in cases where the banner is performing a specific function – announcing another great, heavily discounted this Saturday from 10am till 2pm, for example – may mean that you need another tagline or catchy phrase to start with.
Keeping it as short and snappy as possible, this tagline or catchy headline should be exactly that – a headline at the top of the banner. It is where your customers’ gaze will naturally fall…
Tip 2: Important text and images should follow this headline
There is a saying that ‘eye level is buy level’ which is why the cheapest articles in a shop may not necessarily be at eye level. They could be on the lower reach shelf or on the top shelf; the product the shop would like you to buy is at eye level. Knowing these few simple, yet effective psychological hints can help your marketing material no end!
Tip 3: Less is more
You may come across the phrase ‘white space’ as you research principles on the web. This doesn’t always means the space is white, but refers to areas on the poster, leaflet or banner that is empty. A common mistake is that we stuff the space full of competing information; something that appears chaotic and confused does nothing to entice people to buy from us. Allow room for space.
Tip 4: Important messages on the top half
As we have mentioned previously, it really is a case of prioritising the information and the order it will appear; if it is buy one get one free on your products, don’t hide this at the bottom. If there is an instruction or information your customer must know in order to complete their purchase, this MUST be in the top half!
Tip 5: Professional graphics
We have all seen the unfortunate poor quality photographs, pixelated beyond recognition on larger media and shook our heads, wondering how the company or business could allow that to happen. Worse still, are dreadful photographs that an amateur photographer may think of as being ‘good enough’. There is no compensating for professional graphics and so choose images wisely.
Tip 6: Colour
Be brave… but not foolish when it comes to colour. You may, of course, have brand colours and if you do, we suggest that you stick with these colours or, at least, pay homage to them. If you don’t have this then stick with 2 main colours, and a third as an accent. But, check out the psychology behind colour to make sure you are using the colours correctly…
Tip 7: Contacts and social media
Don’t forget that this brand of offline marketing should always connect to any online presence you have, from listing your website to displaying the icons of all the social media platforms you use.
James Birch is the sales and marketing manager at Colour Graphics. He is an expert in quality printed marketing materials
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