In the grand scheme of an event plan, roller banners are ‘up there’ with your best tools, supporting your stand with a voice of their own. Practically any venture can manipulate them for a sleek, concise brand message. That means roller banner design must be easy, right?
Actually, it’s a fine and unique art, which can be useless if approached the wrong way. You may suspect that your roller banners have lost their spark, or never really had it in the first place. To find out, read our decisive traits of a roller banner that isn’t working…
The text is tough to read
The whole point of these banners is to utilise their height, placement and immediacy. That last factor can be pinned partly on the colours you use – in a specific sense, the interrelation of words and their background.
A pale script, for instance, is going to fade into a backing that’s equally washed-out. Yellow lettering on white is the exact counter to a strong, arresting colour scheme. Aside from the fact that people won’t register your banner from a distance, they also aren’t entirely sure what those words are up close.
Your logo is relegated to the bottom
As any business owner can attest, logos are so, so crucial for grabbing a delegate and telling them what we’re all about. We throw plenty of sweat and tears at a logo design that really makes us satisfied… So, then, what’s the purpose in hiding it at the foot of your roller banner?
Remember: this sort of marketing material will be viewed at eye-level, eventually, when a person draws closer to it. By placing a logo at the bottom, you’ll bypass anyone who’s wandering by – those who (unfortunately) don’t have a clue what banner they’re looking at.
The contact details are tiny
Whatever event you’re prepping for, it’s safe to assume that you won’t speak to everyone. There’ll be tight, eager crowds pouring through the exhibition space, only stopping once every three or four stands. A bad roller banner assumes that conversation is the only method of gaining new business.
What do we mean by this exactly? Well, your business (we hope!) has a website or social media. Don’t be shy to grant them a premier spot on your banner; anyone who’s interested in you, but short of time, will note down your details for future contact.
It doesn’t put the customer first
Again, we’d like to go back to that word ‘immediacy’. Considering your textual messages – which, it must be said, don’t have the privilege of being convoluted – it’s vital to plant a seed of great rhetoric in them.
Poor roller banners don’t recognise our hunger to be spoken to, as an individual, out of the masses of an event crowd. This isn’t the time to promote ‘our’ benefits, the story of ‘my’ company. No, it should be swirling around imagined questions from the consumer, or a behaviour they’d like to emulate. If you do it well, your benefits will shine gracefully through on their own.
That about wraps it up for now – just like your roller banner, we daresay, after a long and productive showcase! Don’t forget to browse the Surf & Turf website for gorgeous, tailored banner prints, which are only a phone call away. With an eye for their attributes, you won’t put a foot wrong on the path to a great event…