When it comes to broadcasting a brand, nothing is half as effective as a custom banner. Made from quality, durable materials, customer banners spotlight a company logo at large-scale events like trade shows or conventions. They can also serve as a good way to draw new customers during grand store openings.
However, just like any other custom-made product, the banner needs to look right. From the font to the materials and colours, all these elements need to be in alignment for the banner to effectively appeal to consumers and raise brand awareness. This is why so many brands partner up with graphic designers to create their banners.
While this is the safest option for creating a crafty branded product, it isn’t always ideal. Talented designers cost a pretty penny and can put a strain on an already tight marketing budget. In such cases, smaller brands are better off doing the work themselves. Fortunately, this is more than possible.
With a few crafty tips and a bit of effort, companies can create their own promotional banner to dazzle the crowd!
Promotional Banners 101
A promotional banner may seem like an unnecessary splurge to some. Next to promotional products and online adverts, a branded banner is practically an obsolete way to advertise. This couldn’t be further from the truth.
Visual advertising is one of the most effective forms of advertising in the world. Around 90% of the information the human brain processes is visual. Humans respond better to visuals and process them much faster than other sensory information. Lastly, visuals provoke a much stronger emotional response than other modes of information.
So, it’s not surprising that so many advertisers rely on visual marketing to raise brand awareness. Banners such as the Onyx Exhibition Banners belong in this category. In many ways, they act like miniature billboards that introduce a brand to a wider audience. They also reflect the overall style and essence of a business. Therefore, getting it right is vital for a company’s overall success.
With that in mind, let’s examine all the most important factors to consider when creating the perfect promotional banner.
1. The Right Banner Size & Style
Despite seeming simple, promotional banners are surprisingly complex. For starters, they come in a variety of styles, shapes and sizes. There are banners that attach to poles, others can hang on a rope etc. In terms of sizing, banners can be large, small or medium, and can come in a variety of colours.
The type a company chooses will largely depend on the kind of promotional campaign it’s running. For instance, branded small flag banners work great for promotional campaigns with few attendees.
A medium-sized banner works better for larger events that are running on a tighter budget. They provide plenty of visibility without the added costs. Furthermore, brands can attach them to walls, or to a poll.
Lastly, larger banners are best suited for large corporate events, like tradeshows. They work best as either standing banners, or when spread on a wall, near an entrance.
Other banner styles to consider include:
- Roll-Up Banners: foldable and easy to transport, these banners can be used for multiple events.
- PVC Banners: these banners work best for venues that feature multiple entrances.
- Banner Flags: banner flags work great outside of the company building. Banner flags are more dynamic, and there’s more movement, so be sure your design is legible, especially since the banners will be waving around in the breeze.
2. Vectorise the Banner’s Images
Printing a regular image on a banner sounds good in theory. In practice, however, it has issues. For one, even an HD image can come out blurry when it’s scaled up. Plus, it’s difficult to modify without compromising its overall look.
This is why it’s better to go with vector graphics instead. Vectors are a type of digital art designers make using software like Adobe Illustrator or Quark.
Vectors are easy to modify, resize or scale, without compromising their original quality and visibility. Therefore, they’re the perfect choice for a banner design, especially one that places emphasis on the text!
3. Choosing the Right Information to Include
A good banner should include all kinds of fun visual decor to be eye-catching. However, it’s important not to go overboard. A banner should first and foremost reflect a company logo and intended message.
The text should be short and written in a simple font that is clear and legible even when scaled down. Any other visual information included should highlight that text, and not overshadow it.
4. Relevant Visuals
As established, the human brain processes visual information much faster than words. So it’s important to pad out the text with relevant visual information to make it stand out. A creative design, or funny mascot, is an excellent way to highlight the text. Featuring a small call to action is also a good idea.
Calls to action refer to slogans that prompt customers to perform different actions that the brand wants them to do. For example, in the case of social media posts, it calls customers to like, share, and follow the brand’s page. For a live event for, say, a cheese tasting, the call to action could be something along the lines of ‘Grab Yourself a Slice’.
Regardless of what the message is, it should reflect a brand’s goals and highlight the products.
5. Your Logo
The company logo is the centrepiece of a good banner. It represents the business and helps consumers identify the brand. So businesses need to do their best to make their logos stand out.
For starters, it should have a striking design that is easy to notice. This doesn’t mean the logo should be complicated or flashy. A complex logo can end up looking clunky or blurry, which can make it difficult for customers to make it out. Simplicity is key.
Secondly, there is the placing. The best place for a good logo is near the top. The banner is going to hang in a very visible place, so the logo should also be in a position where it’s most easily seen.
Placing it at the top also stops the logo from interfering with any relevant text. As established, other visual aids should highlight the message, not overshadow it. Therefore, the logo needs to line up.
Related content:
How to Design a Memorable Logo for Your Brand
6. Address or Directions
The 21st century is the era of the internet. Everything is done online these days, especially shopping. Therefore it makes sense that businesses will follow suit and start advertising online.
And given how convenient online ads are, it’s not surprising they’re so popular. Companies can pay to have their adverts or social media links pop up to potential customers. Banners aren’t so direct.
There is no special algorithm that ensures the banner will reach the target audience. Therefore, companies have to make sure the banner itself is to the point. The messaging needs to be straightforward enough to convey the intended message to the target audience at first glance. At the same time, it should be engaging enough to prompt customers to make a split-second decision about possibly visiting the brand’s store.
7. Use a Legible Font
It’s not just a logo that needs to be recognisable — the text should be too. When it comes to advertising, nobody wants to have to strain their eyes to read something. If the text on the banner is too hard to read, then the potential customer will give up and move on. Consequently, choosing a good font for a banner is a must.
Some of the most legible fonts include Century Custom, Times New Roman, Arial and Calibri. However, companies can also go for more decorative fonts, like a Halloween-inspired font or a medieval script. They should just make sure the font isn’t cursive and too difficult to read at a distance.
8. Symmetry Is Key
To be clear, a banner doesn’t have to align completely. But symmetry can certainly make a design more appealing. Research suggests that the human brain loves symmetry when it comes to promotional designs.
Symmetry is familiar because it reflects a lot of patterns found in nature. It also inspires feelings of calm, order, safety and balance. Thus, it makes sense to design a symmetrical banner. Not only will it be pleasing to look at, but it will also make people naturally gravitate toward it.
9. The Colour Scheme Matters
Anyone who is familiar with the psychology of marketing knows how important colours are. Colours have a profound psychological impact on people. For instance, fast food companies will often use the colours red and yellow in their logos. This is because these two colours, according to research, can make people hungry.
In contrast, blue and grey inspire feelings of calmness and professionalism. This is why many tech companies use them for their promo materials. All this is to say that companies need to choose their colours carefully when making a banner. The right combination isn’t just about looking good — it’s about representing the company’s core message.
10. Stay True to Your Brand’s Personality
It’s important to nail down the technical aspects of banner design. But that doesn’t mean neglecting the branding side of banner design. A banner should be legible, but also accurately convey what the company is all about. For instance, it would be inappropriate to feature a clown mascot on a banner for a law firm.
Likewise, a children’s entertainment business should always do its banner in fun, bright colours to appeal to families. Consistent branding can increase a company’s revenue by as much as 23%. So businesses shouldn’t neglect it.
11. Don’t Be Boring
A technical banner may look good on paper, but in person, it’s unlikely to inspire much interest. Therefore, the last and most important factor to consider is making the banner exciting!
A funny slogan, unique design, or even good placement can go a long way in making a banner stand out in a crowd and lure customers in for repeat business!
To Summarise
Banner design is a tricky game. Without the aid of a professional, it’s easy to get wrong. However, with these 11 tips, companies can easily craft an exciting banner to reflect their business and secure them repeat customers!
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If you have any more questions about promotional banners, you can contact GoPromotional. You may call us at 0800 0148 970 or simply email us today. We have been in the business for years and know the ins and outs of the industry better than anyone. Give us a call, and let’s talk about all things banners!
