Banner stands often serve as the focal point of your trade show display. The message on your banners is the first message that your customer will see. Your product samples or brochures will go to waste if your banners fail to capture the customers’ attention. Consider these tips for producing memorable and engaging messages:
Position of the message
Most banners start three feet above the ground. Save information that is not crucial such as your company address and URL for the bottom of the display. Place a compelling message at eye level or use the top to introduce a new product. If customers are interested in your message, then they will read down to the bottom to find out how to contact you. Your contact information is irrelevant if you haven’t attracted your customers’ attention in the first place.
When you design your banner, be minimalistic. One single large visual with minimal text will convey your message more effectively than multiple pictures surrounded by too much text. The banner is not the place to give the customers every detail about your business. You can explain the details when customers come to your booth, or you can hand out flyers containing more technical information.
A theme that unifies your banner with the rest of your display will garner more attention than a series of disjunctive messages. You must create a clear message and avoid confusion. If you want customers to know that you offer the lowest prices in your industry, then communicate that message with your banner, your wall visuals, your table top and your written literature. Decide on the theme of your trade show presentation before you design your banner stands.
The colors of your banner should match the colors in the rest of your display. Choose either a complementary color scheme, which includes different colors that look good together, or choose a monochromatic color scheme, which uses multiple shades of one color. Too many contrasting colors will give your banner the look of “visual soup”. Your message will be lost, and your customers will look elsewhere for services.
If you realize that the position of the banner isn’t working during the course of the day, then you can always rearrange the stand to give your booth a fresh look.