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Businesses of all shapes and sizes know that a banner display stand is a useful tool to leverage. Whether it’s displayed at a trade show or convention, at a networking event or simply outside a business premises, it’s an eye-catching way to get those in your target market to pay attention to your brand. Nonetheless, today’s market has grown desensitized to marketing copy. They’ve become extremely discerning in what they choose to award their sparse time and attention. They will be extremely dismissive of poor copy and visible mistakes. This means that brands must be more savvy than ever when it comes to designing and printing their banner display stands. They need to make a big impression and they need to make it quickly. Today’s audiences see and dismiss banners all the time. Yours (or those of your clients) cannot afford to be among those that get screened out.
With this in mind, here are some quick wins to ensure that your banner display stand commands the attention of all who set eyes on it….
When designing your banner it’s important to keep it trim. Avoid placing text and / or images right near the boundary of your artwork template. Err too close to the sides and important aspects of your message might be cut off during production. Not only can this obscure or obfuscate your message, it can also cheapen your brand identity in the eyes of discerning prospective customers. If you miss such a trick in your marketing, they may suspect that you’re cutting corners on your products or services.
Full bleed design
That said, a visible cut off point in your design is quite literally a waste of space. It may diminish your message if there is a slim white margin around your artwork. For a more seamless look you should incorporate a “Full Bleed Design”. This is where non-crucial elements of your artwork (i.e. the background) bleed beyond the boundaries of the printed area. This makes for a more cohesive look.
A common mistake is to leave a white margin around the design or to leave cut off marks around the design. Again, these can detract from the gravity of your artwork. Don’t make the mistake of expanding the file to increase the dimensions either. This can lead to a warping of your artwork which visually savvy prospects will notice. Again, this could diminish your message.
Double sided = Double Ads
Do you have two separate but equally beautiful and effective pieces of artwork. Do you struggle to choose which to use in your banner display stand? The good news is that you can easily choose both by utilising a double sided roller banner. This is perfect for brands which want to convey two messages yet only have a finite amount of space. Perhaps you have two separate products you want to market, two separate promotions of which you want to raise awareness… Or just two pieces of artwork that you just can’t bring yourself to choose between. The extra cost of double sided printing is negligible yet it can allow you the opportunity to convey twice as many messages.
Which is the best?
We’re often asked by our clients which is the best type of banner display stand. Why choose anything but the best for your brand, after all. However, the question of which is “best” depends on where the banner will be exhibited, the message being conveyed and the nature of the brand. That said, we can say that the “Barracuda” is the most popular banner display stand in our range. Does that mean it’s the best for you? Possibly. This is why it’s important to speak to an expert and ensure that the stand is compatible with the needs of your brand.
Avoid small text
They say that a picture is worth a thousand words. Nonetheless, when we’re concerned about getting our message across, words become extremely important to us. Words convey your message without misunderstanding and ambiguity.
That said, while you should absolutely feel free to use text in your banner display stand, it’s important to communicate with brevity. Try not to use too many words. Flooding your display stand with text will inevitably push you to use smaller text. And in the eyes of passers-by, small text just comes across as an obscure blur. Use text sparingly and think hard about what you want to say.
Which brings us to…
When we have so much that we want to say to our prospective customers, it’s not uncommon to throw everything but the kitchen sink at our banner display stands. The trouble is that this can lead to a lack of clarity and purpose in our marketing copy. Moreover, it can appear off-putting and intimidating to new prospects.
Think carefully about the message that you want your customers to see. Focus on the hook that will make your products or services appeal to the target market. Tease them, give them enough information to whet their appetite and encourage them to ask for more information. We can always give them more information later.
The psychology of colours is a fascinating field of study that’s well worth looking into. We are psychologically predisposed to react in a very visceral way to a range of colours and the more bold and vivid those colours the more likely we are to pay attention to them. In the language of nature bold, bright colours tend either to mean food that’s ready to eat (think of a ripe, colourful and juicy piece of fruit) or dangerous predators (think brightly coloured snakes and spiders). We’ve evolved to pay attention to bright and vivid colours because it’s in our best interests to do so.
Therefore, think about the use of bold and vivid colours to stand out amongst your competitors.
Larger is always better
There are some fields in which bigger is better and the world of banner display stands is undoubtedly one of them. A larger banner doesn’t cost all that much more than a medium-sized one yet affords you more space to get your message across and wow your prospective audience.
By leveraging these quick wins, you can boost your ROI, make a huge impression on your target market and bring enthusiastic new customers to your brand.
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