Despite the prevalence of internet marketing, there’s no doubt the advantage of printed marketing materials. Banners are one of the most popular ways to advertise your business or event. They’re bold, colourful, and offer a decent print area to include your message.
The tangible nature of a high-quality banner gives it a sincerity that digital communications often lack. But to make your banner ad memorable, your layout must be clean, and your text needs to be engaging. We’ve outlined three areas you should focus on for an effective banner design.
Keep Things Simple
Simple design is not about taking elements away until the space looks sparse. The subtractions must improve the overall effectiveness of the design. To achieve this, you must take away the ‘non-essentials’ – the elements that add no value. Make sure your message is easy to decipher and that there are as few distractions as possible.
By glancing at your banner, your audience should be able to quickly extract the following information: What it is you’re promoting and how it can benefit them. Give your viewers an easy way to make sense of the content.
When designing your banner, remember this advice: Less, but better. Creating white space is not your goal. If you come across an element that is absolutely necessary but looks messy and clunky, your job is not to remove it, but to make it work within your overall layout.
Another way to ensure simple, clean design is to aim for timelessness. Try to avoid fads and trends which can destroy your banner’s longevity. Pick colours and patterns that are in line with design fundamentals. The closer you stick to the basics, the more classic your design will appear.
Ensure Brand Continuity
Brand continuity can ensure business success because it helps reinforce your message. Whether a customer is staring at your banner in a park or scrolling through your website in their living room – the idea is that they should be getting the same experience across each platform. This is why it’s crucial all your marketing materials match up with your branding efforts elsewhere.
It’s likely your audience will look you up online after seeing your banner while out and about. Being consistent – in both design and message – should be top priority. Avoid thinking about each marketing platform as an isolated piece. Otherwise, your brand will appear amateur and disconnected.
Be sure to use the same colour scheme that’s on your website, social media accounts, and business cards. When consulting with your printing firm about your banner project, ask them how they’ll match the colours you need. A reputable printer should have numeric colour-matching equipment. Do not settle for a rough approximation of your logo and accompanying images. Make sure you get an exact match.
Here are a few more tips for maintaining consistency:
- Ensure banner content is worded similarly to your other platforms
- Maintain same font across all channels
- Consider your banner as an extension of your online marketing efforts
- Overall banner design should complement your logo, not compete with it
When the audience experiences your message multiple times and in multiple ways (banners, flyers, website), they will begin to notice a consistency and trust your product or service. If you’re still having trouble with continuity, consider hiring a graphic designer who can pull all your elements together into one cohesive brand.
Choose a High-Quality Finish
A well-designed banner can make a bold statement about your business, so it’s important to choose high-quality finishes to complete the project. There are several finishing options available, and it might be confusing if you don’t know the purpose of each. Here’s a handy guide to help you make an informed decision.
Grommets – These are rust-proof metal eyelets. They are put around the edges of your printed banner, so it can be tied and mounted. Grommets are punched about 50 mm apart at the top of the banner, and every 100 mm apart at the bottom. This distributes the banner’s weight evenly and keeps it from sagging.
Pole Pockets – These are necessary if you’d like to display your banner using poles. Pockets are added along the sides of the banner. The material is folded over the backside – with enough room to insert a pole.
Wind Slits – If your banner will be mounted in a windy area, add some wind slits. These horseshoe-shaped flaps are cut into blank areas of the banners, allowing wind to pass through. Wind slits reduce tension and keep the banner from getting destroyed. If your banner will be exposed to wind on both sides, ask your printer if they can add wind ‘holes’ instead.
Hemmed Edges – The most simple finishing option, hemmed edges are used to reinforce the sides of your banner. They help maintain the banner’s shape and can also prevent stretching.
If you’re looking for a team that specializes in large format printing, contact Club Ink. We offer customized solutions for banners and other marketing materials. So, call us at 416-694-1996 to find out how we can enhance your project.