Print banner design can often be somewhat uninspiring, with generic fonts, no brand elements, and an overall cheap feel. This doesn’t have to be the case, though. With just a few tips, you can take your banner from something that everyone will ignore to an eye-catching design that will help bring the customers.

Where will your banner be mounted?

The first thing to consider before you start designing your banner is to think about how you’ll use it and where it will be placed. Will it be inside your store promoting your newest offer? Or, maybe it will be taken to trade shows with you and used to make your table stand out. This is important as the design may change considerably based on how close people will be able to get to it, the dimensions you can use, and the environment your banner will be surrounded by.

What type of text should you use?

The main difference between vinyl banners and other marketing materials is that they are designed to attract people’s attention from a considerable distance, instead of being read up close like a brochure or flyer. Because of this, you need to consider the size of the text on the banner and how much text you can realistically expect people to read, with the recommendation being that you choose a substantial text that’s easily readable from a sizable distance, and that overall word count is kept to a minimum.

What font should you use?

In a similar vein, the font you choose needs to be easily readable from a distance and bold enough to catch the attention of someone walking past. It can be easy to get excited and choose a font that’s flashy or exciting, but often, this will make your message harder to read. A bold sans-serif font is a safe choice and will be easier to read than a regular serif font, and typical fonts like Times New Roman are always safe choices.

What message should you use?

Along with design elements like font and colors, your banner’s message is key to provoke a good response. Simplicity is everything with banners, as people will often only look at them for a second, and any detail will likely put someone off reading the content rather than helping. A few words at most is recommended for your banner to ensure that you’re communicating the message as quickly as possible. Anything optional or extra should be removed when possible and reserved for other marketing assets where it’s more appropriate.

Do focus on crucial information.

To add to the last point, while it’s necessary to remove any unnecessary detail, it’s also essential to focus on the main message you’re trying to get across. Take some time to think about the purpose of the banner and what you want the viewer to do. If brand awareness is the goal, then your brand logo and messaging will be the most important thing. If you’re trying to get someone to visit your store, have a clear call to action to encourage this behavior.

About the Author

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Mirko Humbert

Mirko Humbert is the editor-in-chief and main author of Designer Daily and Typography Daily. He is also a graphic designer and the founder of WP Expert.