Designing your banner stand
When your business attends a conference or any kind of show, it goes without saying that it needs to be visible from afar. Every business needs a selection of print marketing tools to sit in their overall marketing mix, and print materials are essential in showcasing your business in tangible ways.
When developing your brand, it’s easy to forget that you need large printed formats for shows or exhibitions. You might not need a full exhibition stand, but you might need simple roll up banners to adorn your table and your set up. Your business might have a point of sale at its table, and a banner might be the way to complement this.
Banners are one of those things that are easy to put off, especially with so much focus on digital marketing. With so much pressure on creating beautiful, responsive websites, and so much weight on social media strategies, it can be easy to rush the design of other, more traditional tools.
Pop up and roll up banners are a great investment, as you’re unlikely to need new ones unless you need to rebrand, or unless you’re investing in a specific marketing campaign.
As with any other tool in your marketing arsenal, banners need to be well designed. It needs to be consistent with other branding efforts, as well as being fit for purpose.
Here are some things to remember:
Images are probably the most striking part of design for most people. Choosing images is also the most fun, and arguably the trickiest. Will you be using icons and illustrations, or will your stand boast high quality photography?
If the answer is the latter, remember to use images with consent, and images suitable for large formats. A picture says a thousand words, so keeping things simple with photography could be the right way to go.
Balance it out
There should be a fine balance between image and text, and you’ll want to think about what creates the most visually pleasing, well designed stand. In this instance, less is more. The last thing you want to do is conflict your customers by ambushing them with too much text, too many images, and too many bells and whistles.
Try to narrow down your key messages before designing any promotional material. By giving yourself a definition and mission statement, you’ll be able to adapt and develop your brand as time goes on without losing sight of what started your business in the first place.
Think about the human eye
This means, think left to right when designing anything from websites to leaflets. It’s the same way how when you write letters, the text is aligned left. The human eye is trained to read from top to bottom, and left to right. Do what you can to accommodate this, and a great designer can help you put together a creative, effective banner without putting everything all over the place.
Keep your logo large and in charge, and at the top of your banner. You want the important information to be eye level, and keeping your branding at the centre of your design will do its part in helping your long-term efforts to create a recognisable name.
Don’t be afraid to use colour, but don’t throw in neon yellow or lime green just for the sake of it. Ideally, the colours used will incorporate those of your brand, so that should keep things readable, as well as consistent. A creative use of colour can create a striking contrast with other elements, and catch someone’s eye from across the room.
Who? What? Why?
This may sound obvious, but you’d be surprised how often people forget the basics. It’s very easy to get caught up in the design process of any marketing material, but don’t forget simple information like contact details and social media handles. Customers want to know where you’re from, and where to find you.