Also called pull up banners or roller banners, roll up banner stands are an important tool for small businesses and trade show exhibitors — and are also the most commonly used. This type of advertising material helps introduce your product or service to a walking market so they can get to know you better even if they haven’t approached you yet to ask questions.
Most roll up banners are the height of an average person. This is to achieve that “eye-level” impact and that feeling that they are “talking” to someone on their level. Roll up banners play many roles. They can be used to announce a new product or the launch of a new business. They can be used to highlight specific products and services for the season. They can show off promotions, special offers, and such. They can also be used as directional signs, especially at a convention or a trade show.
This is why your roll up banner’s design matters. If you put in too much, people won’t bother to stop and read it. If you put in too little, then you won’t likely convince anybody to try your services. Creating the balance in size, content, color and impact is key.
Here are 5 tips for designing a roll up banner to help bring new business in.
1. Left to right.
People are used to reading from the top to bottom, but that’s not so effective with roll up banners. Because your market will be at the same height as your banner, your goal is to capture their reading capacity from the left to the right orientation. Include only the barest minimum on your ad, such as your slogan, your call to action, or your company contact information. Remember that a roll up banner is your exhibit’s hook and your sales team can always provide more details through strut cards and brochures.
2. Display your core message and logo at the top.
Your main message should be easy to read at one glance and should be the first thing passers-by see. You can use a photo of your product or your website’s URL to grab people’s attention as they pass by. And because this is their initial contact with your brand, make that experience count.
3. Maximize the power of color.
At the trade show, there will be plenty of roll up banners everywhere, so it’s quite a challenge to stand out. This is where a play in colors comes handy. Your choice of hues should not only tie in nicely with your company’s official colors and logo, it should also help highlight the text and images that you are highlighting. Bright colors and neons can make heads turn, but it’s not likely that these will make customers stay and want to read more.
4. Use powerful, high quality images.
Make sure that you use only high quality images for your roll up banner. At the minimum, they should be at 300 dpi before they are printed. It’s best to get a professional to convert this. Don’t just lift photos from the Internet and expect them to look nice when printed on your banner. They may look good on the screen, but when blown up for the banner, they could appear pixelated and blurry. Poor images refect poorly on your company.
5. Don’t forget your details.
The purpose of a roll up banner is to ultimately convert a passer-by to try your products out and decide to buy. Whether it’s an actual good or a service, you need to provide the public with a way to get in touch with you for when they are ready to talk.
Most exhibit attendees just walk around and browse through the offerings. They don’t really stop to talk to the exhibitors unless they’re interested. Some prefer to take their time to digest everything and then just make calls later. Thus, be sure that your contact information is ready. Put them on your banner, give out flyers as reinforcement, give them your calling card.
These five general guidelines are true to any type or size of roll up banner. In fact, they apply to almost all types of printed advertising materials. To emphasize, the role of printed ads is to create interest and curiosity. It’s not its job to carry all details and expect people to decide and buy. You’re still your brand’s best representative. Thus, your ads’ job should be to direct potential clients to you.