Issue link: https://nbm.uberflip.com/i/1425980
72 graphics-pro.com S T A R T H E R E 2 0 2 1 Why do you need to know how long the banner will be displayed? This will affect banner choice. Short-term banners can be low- cost banners, while long-term or reusable banners should be higher- quality banners. Also, if the banner will be reused, keep in mind that it's best to choose media that can be easily stored and "refreshed." DESIGN ASPECTS OF A BANNER Who are you trying to reach, and what response does your customer want? As previously mentioned (and it's worth repeating), keep the design simple. However, a simple banner can still be pleasing to the eyes and appropriate for the target audience. The banner must resonate with those you are trying to reach, so choosing the appro- priate image(s) and the right words is imperative. Don't overload your banner with too much information and text that can cause confusion. The focal point should be a message with a clear call to action that creates a sense of urgency, combined with graphics that help attract attention. Examples of clear and precise calls to action include: • Donate here • Come inside and SAVE! • Call us now at 555-555-5555 • Volunteer with us today • Sale on NOW! • Enroll here • Talk to us today Is there branding or color schemes that you need to incorporate? Choose the right color schemes based on the location of the banner. The banner should stand out because the design is eye- catching, not because it's too busy. Incorporate branding and corpo- rate color schemes as needed. If the banner will go indoors, choose colors and design elements that complement the interior decor. Will the banner be reused? If banners are reused, then the message should not include spe- cific dates. You can, however, refer to the season or time of year, like "Summer Cook-Off " or "Winter Festival." The call to action has to be clear, and the information must be accurate. Reusing a banner can save money, but I generally don't recommend reusing a banner more than once. It's always best to change things up and introduce a banner with a fresh new design. Now take this information and execute effective banners for your customers! The banner must resonate with those you are trying to reach, so choosing the appropriate image(s) and the right words is imperative. Generally speaking, following the "keep it simple" rule is good practice, but if the banner is too simple, it becomes ineffective. Choose the right color schemes based on the location of the banner.