Outdoor Banner boosts retail businessWhat should be on your Outdoor Banner? |
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The difference between an Outdoor Banner that works, and one that doesn't, is purely in what's written on the banner. Seems obvious, doesn't it?
But as soon as you sit down to design your Outdoor Banner, the words can dry up and the options can seem endless. So here's a way to work out how to do it: Deciding on the colours is easy. Just go to the place in which the people who will be able to read your Outdoor Banner will be standing, walking or driving. Do a check of all the dominant colours that you can see, and choose one that's missing - making sure that it is a bright colour. Should it be a colour that's reflected in your own storefont signwriting? Maybe, but as long as it is not a colour similar to that of another store within the same focal area - and the fact that your banner will be hanging in front of your own store is probably all the tie-up that's necessary. The best background colour is red, followed by yellow, then green and orange. Next, write the main message for your Outdoor Banner. This needs to be a short and compelling sentence or phrase, and its mission is to 'flag down' your target market. It needs to be a small number of words so that you can get them into just one line, and make them big (so that they can be seen from farther away and thus maximise your audience). Here's what NOT to write: "Sale!" Or "Discount!" Or, in fact, any such impersonal and generic message. And, sure, the word "FREE" will get attention, but it doesn't speak directly to any useful target market.
The words you want will stand out to those who might be in the market to buy from you. So, using the coffee shop example, their 8-metre Outdoor Banner in a busy shopping area could say:
And their sub message could explain, and call to action, with: Why use 2 lines? Well, a single line can give a message that flags down your target customers, but then you're leaving it all up to them to turn it into action. Making 2 lines allows the messages to be split - the dominant one grabbing the attention of your target market, and the second one (in smaller print) leading it to action (which should be to come into your store). Why must the main line that attracts the initial attention be above the second line? Because we read in a 'Z' eye movement, and all good advertising presents information in the manner where the eye is first attracted to the top left of the message, and scans down in a 'Z' movement to the end of the message. (Note - making your main message start anywhere other than the top left of the Outdoor Banner gives the opportunity for anything left and higher of your main message to be ignored). In deciding on the content of your two messages, focus on what your potential customers want - not necessarily on what you're selling. In the coffee shop example, one might determine that the potential market is not those who are specifically looking for coffee (as we can presume they'll find the coffee shop purely from its signwriting), but rather those who have another need (to sit down for a rest) which can be translated into becoming a customer of the coffee shop. And, in determining the best letter styles and colours to use, choose a simple (Arial is a good standard) letter style that is easily read, and choose a letter colour that contrasts with your Outdoor Banner's background colour (eg: yellow on a red background, or red on a yellow, yellow on a green or black on an orange). So now that you know what your Outdoor Banner should be achieving, what's the easiest way to design it?
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