Banner printing for a marketing event – the dos and don’ts
October 27, 2013 by James
Banners are wonderful tools for a company to use in distinguishing itself at a marketing event, but it has to use them properly.
The first step in designing an effective banner is for the company to define its goals for the event. Do company representatives want to meet those who are the “movers and shakers” in their industry? Do they hope to get some sales leads, or sell their own products? Perhaps they just want to go to the event to keep their brand name in the public eye? Whatever they want to achieve, they have to differentiate themselves from others at the event. Banners are a great way to do this, but only if they’re used properly.
First, everything about the banner, including its stands, text, and design, should illustrate the image the company has chosen for itself. Whether this is one of traditional respectability or cutting edge innovation, the banner should reflect the way in which the company is positioning itself.
Some basic dos and don’ts for designing and using banners effectively include the following.
– Keep the message short. If it takes longer than three seconds to read, most people will skip it. The company might as well not display a banner at all.
– Use simple keywords to highlight the benefits of doing business with the company. “Save Money by Using Widgets” will often be enough to intrigue people so they investigate further. The banners should not do anything more than make one statement about the company—they don’t need to explain any features or benefits. Those can be provided in additional literature the visitor can pick up once they have stopped at the booth.
– Make text on the banners large enough to be read easily from a distance. One suggestion is that the letters should be approximately one inch in height for every three feet between the reader and the banner. As the distance increases, the size of the letters must also increase.
– Use fancy fonts (script, for instance) on banners, because they are hard to read at a glance, and that may be all the time a person takes to look at a banner. Also, there should not be more than two fonts used on one banner.
– Place them low down. Trade shows and other marketing events are often very crowded, so a company displaying banners needs to place them at eye level or higher, so they’re not hidden by crowds of people. In addition, banner hangers or stands should be easy to work with and as beautiful as the banners they display. They should also be sturdy so they don’t fall over if someone bumps into them.
– Be too jokey. It should go without saying that humor is not universal, and what one company thinks is funny another may find deeply offensive. It’s best to avoid comedy banners, and of course banners with profanity, sexual innuendo, lewd illustrations or photos, or other questionable images or slogans should never be used.