Simple Steps To Design A Marketing Banner For Your Business
Promotional and marketing material is something which businesses of all sizes have printed
. Flyers, posters and business cards are commonly-used tools and adverts. Banners, too, are often created because they could be seen by thousands of people. But there are a few things you need to think about when designing a banner to make sure that it will work for your business.
Don't use too many words
Banners are similar to billboards and bus adverts because people will only be looking at them for a few seconds at most. Car and pedestrian traffic, your potential audience, is constantly on the move. No one will stop to study the equivalent of 'War and Peace' on a banner and if it looks as though there's too much to read, they won't even start.
You must say as much as possible in just a few words. Never use three words when one will do. If you are having trouble finding the right words, consider hiring a copywriter; that's what they do for a living.
While we are on the subject of words, long words are acceptable but don't make them too small in size. Banners are usually quite large so that they can be seen by people who are some distance away but they only work if the words on the banner can be read.
Use large type
You want people to be able to read your sign from a distance, so work out how big the letters should be. As a general guide, two inch text is viewable at fifty feet (equivalent to 50 millimetre text being viewable up to fifteen metres away). This doesn't take into account your target audience, the weather or a host of other variables, but it's a good place to start.
Once you've worked out how big the letters should be, you need to convert the measurement to a point size. This is the standard font measurement where one point equates to 1/72 of an inch (or .35 millimetres), so if you need two inch letters, you'll need a 144 point font size. If you want letters that are 7 centimetres high, then you'll need a font size of 200. In reality, you'll use fonts that are a lot larger than the example given, but it demonstrates how easy it is to work out the font size to use.
Even though there's a high level of literacy in the UK, it doesn't mean that everyone passing by will bother to read your banner. Consider using images, but remember to choose ones that can be seen and instantly understood at a distance.
Use a relevant image
Sometimes, it's a good idea to use an elephant if you want to emphasise the size, or memory, of a product. Similarly, a feather is an easy way to convey the weight of an item. Using such imagery is nothing new, but is it always appropriate? Always check that your message will be understood in seconds.
A banner is not the place to be abstract or clever because it's a waste of time, both for you and your potential customers. If someone glances at your banner, they should get an idea of what you are trying to say just by looking at the picture. For example, if you sell cupcakes, then a big picture of a tasty-looking cupcake will get your message across. It's really simple when you think about it.
And that's not all
The key to a strong brand is consistency. No matter whether you're tweeting, publishing a blog post, or selling a product via your website, your brand should be consistent and recognisable.
Your logo, colour scheme, fonts and 'tone of voice' should be used across all your online and offline platforms and should reflect your brand, no matter who creates the content or where it's sent.
For example, you can change the background on Twitter to match an existing colour scheme. You can also customise Facebook pages and, with both working in harmony, you'll create traffic and establish your brand.
Building a brand online will become increasingly important
There are plenty of other things to consider when designing your banner, such as sorting out ways to display it and the type of material you want it printed on. But if you remember the points above then your message will be clear and easy to read.
by: Peter S. White
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