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It’s time to start bringing people back into the store again. You had a slow winter and lackluster spring but you took the opportunity during the lull to throw some fresh paint on the walls, get some new lights and replace the fixtures along the main aisle. Now the store is looking like a million bucks, and the summer stock has come in. You’re planning a big summer sale in a couple of weeks; it’s just a matter of advertising it. You have some bag stuffers already printed out and you’re planning an ad in the local circulars. What you really want are a couple of custom banners for outside the store, one advertising that the sale is coming up and another that it is taking place. The problem is you’ve never really done any banner design before. Don’t worry. It doesn’t have to be complicated. Here are a few things tokeep in mind.

## First of all, figure out where you are planning to hang your banner.

Decide where the banner is going to go. This will tell you how much space you have to work with. It’ll also tell you who is going to see it; are they going to be primarily your own customers, walk by traffic, or drive by traffic? Also if you’ve never hung a banner there before, you’re going to want to be sure of all the sign bylaws. If you can’t find a good spot on the side of the building maybe you need to look into custom banner stands.

## Know what it is you want to say.

The trick with a banner, even if it’s a big banner, is that the message should be short, clear and exact. People ought to know who the banner is for (if it’s not totally obvious by the placement) what it’s promoting, and one or two essential bits of information. In your case the date of the sale and and maybe the discounts offered.

## Make sure it is as bold as possible.

Based on your location you must make sure the text is bold and visible. If most of the eyes landing on your banner are doing so from the far side of a parking lot or perhaps across the street you’ll want toensure that the text can be read from that far away. Understand that color is going to play a big part in visibility. If you opt to use color text with a color background ensure that they offer strong contrast. Blueish-green letters on a greenish-blue background will not make much of an impact. Remember that dark text on a light background is generally accepted as being more visible than light text against a dark background.

## Whatever you do, make sure it is legible.

Even an awesome banner – one that’s the right size, in a great location, with bold well-chosen colors, is going to be for naught if the text is not incredibly legible. You want a short message, written large, and in an extremely legible font or typeface. If the font is too curly or gimicky, you’re likely to hurt the impact of your banner. People’s eyes are naturally attracted to the written word. The more legible the text the less of the eye you need to snare.

There’s no reason you can’t go to your local print shop, or to an online print shop for that matter, and order a couple of attractive outdoor vinyl banners that will draw customers in to your summer sale. Some of the better online shops these days will even allow you to design your banners right on the site. Give it a try, you might find that you’re better at it than you imagined.

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