When it comes to outdoor advertising, there are few media as good as the
old-fashioned banner. Easy to manufacture, easy to install and extremely inexpensive, banners can really help to advertise your brand. However, to make sure that your banner is effective, it needs to be designed well. With this in mind, here are a few simple tips on how to make your outdoor advertising far more effective.
One banner, one message
Some companies put multiple messages in their banner advertisements, which is something you should certainly try to avoid. Your banner is an outdoor medium, so your customer needs to be able to see and understand your banner in a few seconds as they pass by. Having more than one message means that each will be fighting for the reader’s attention and, as a result, nothing is likely to be remembered. Stick to one message a banner and you’ll catch their attention – if you’ve more than one message to send, then simply create another banner.
Keep it short and sweet
The fewer words on your banner, the better it is going to read. So keep your text short and reduce the number of words as much as possible. If need be, use telegraphic language as it will make it much easier for your target audience to read and remember your message. Also, make sure you keep the message as simple and direct as possible. Witty or smart messages are good options, but make sure that your copy is not difficult to decipher and understand.
Make the colours work for you
The colours that you use on your banner can go a long way in ensuring that your banner stands out, and the colours you use should also depend on the environment on which the banner is displayed. For example, having a banner with a primary palette of greens against a backdrop of trees is a bad idea, as it will get lost and fail to catch the eye. Additionally, since the primary job of colours is to ensure that the banner catches the eye of the target audience and draws their attention to the text, it is vitally important to use the right ones.
Use pictures judiciously
Pictures are great, but they need to be used well. It’s always best not to use too many pictures, as they will only be fighting with each other for attention. Simple pictures that can attract your target audience, however, are great but be sure not to force it into any space you have left once the text is decided on.
Typography is everything
How many times have you seen an amazingly designed banner that you could not read as the letters were too small? So what is the ideal size of letters for a banner? Actually, this is the tricky part as there is no ideal size. It all depends on where your banner is going to be put up and from how far your target audience is going to read it.
Though the readability often depends on background colours, light conditions, and the typeface that you are using, there are certain simple rules you can follow. For instance, when the height of the letters is about 9 inches, they can usually be read from a distance of 100 metres. However, the distance at which it can make the best impact is 40 metres. On the other hand, when the letters are only 3 inches tall, they can usually be read from a distance of 40 metres, and the best impact distance would be 15 metres.
Great designs, whether it is in banners or elsewhere, are about clarity and simplicity, so always remember your objective. What are you communicating? Who do you want to speak to? And why? If you keep these things in mind, you are likely to create a banner that really appeals to your target audience.
