Advertising signage is sometimes overlooked by Vancouver-area retailers, though more economical than other forms of advertising (e.g. TV, radio, print ads). In a retail setting, advertising signs perform several functions, including increased brand recognition, sales or service advertising, and enticement.
Last month, in part 1 of this 2-part post, we discussed the types of banners used by Vancouver retailers.
Regardless of the type of banner you choose for your Vancouver retail business, the following general design guidelines will make your retail banner signage more effective.
Less text is usually best
If your banner will be read by passing street traffic (pedestrians or vehicle occupants) the main messaging and call-to-action must be to the point. A passerby must be able to read this message in 2 or 3 seconds.
Balanced design and text
Retail banners work best when the background (design elements like colour or images) and text are balanced. If you have a simple background, 1 or 2 colours and few “design” elements, you can use a little more text. If you have a colourful, splashy, exciting design or photographic background, use fewer words, such as a large bold promo heading placed where...