As a pedestrian and driver, you have probably had first-hand knowledge of the efficacy of banner advertising.
Banner advertising works! This marketing channel is especially effective for promotion within a specific geographic area since you can place your banner exactly where it will attract your target audience. Banners are used for promoting anything, from events to special sales to companies’ names, main products or services, and even taglines. However, because banners are placed in busy, public places, they need to be optimally designed to quickly and effectively communicate your message to the dashing passersby.
The most effective print banners have certain characteristics in common. Here are a few of them for you to consider:
- Visibility/readability/legibility. The printed message on a banner needs to be visible from a distance. Use big, bold, simple fonts. Complex fonts take time to get through to the viewer, and chances are they are not willing to spend it trying to decipher the text.
- Minimalist copy. Try to say what you want to say in as few words as possible. Come up with a catchy headline, and maybe a subhead, but let the graphics and visuals convey most of the message. Captivating visuals make the most impact!
- Compelling words. Use words that call for action (like call us or sign up now). Address the viewer as “You,” and offer them a benefit – people tend to respond best to freebies or discounts.
- Colours. The choice of colours is crucial. Use bright colours to attract attention, but be careful not to overload with colour as that can be a visual turn-off.
- Content. It’s best to focus on just one main element that you want to be noticed. Don’t crowd the banner with many words or graphics – you’ll lose people’s attention. The content needs to be absorbed in a blink of an eye.
- Location and format. It goes without saying that you need to place the banner in the area of your target market, but you also need to consider the appropriate format for what you are promoting. There are a variety of formats available. Is the banner a point of sale promotion, for instance? Is it intended for outdoor where it needs to be visible at night?
- Engaging the viewer. One way to capture the attention of passersby is to shock them by defying their beliefs or assumptions. The headline of the pomegranate banner below is a huge exaggeration with little connection to reality, but it does catch attention.
- Humour. A great way to engage the viewer in your banner is to use humour. Humour lowers their defences and makes them more open to what you’re trying to convey. A clever, humorous banner leaves the viewer with a memory of an amusing moment spent compliments of your message, and that’s exactly what you’re after.
- Simplicity. As writer William Golding said, “The greatest ideas are the simplest.” Be clever in your presentation but as simple as possible – it will make your message absorbed faster and be remembered longer.
- Creativity/uniqueness. We couldn’t say it better than Elvis Chau, executive creative director and partner at Anomaly Shangha : “Advertising is not that original. For me, it’s,‘How can I put all the things together, combine and mix it into something that’s unique?’
The most effective banners are unique and creative, so perhaps hiring a professional designer for your banner is the way to go. However, if your budget does not allow it, spend some time studying several examples of awesome print banner advertising, and learn as much as you can from them before putting it into practice.
For more information, contact our team today!