Invest in Design, Part I: Clear Signage for Your Campaign

A sign or banner has a limited moment to communicate. Start with the place it will be seen: a shop entrance, an exhibition aisle or an outdoor façade. Decide who should read it, from what distance and what they need to understand first.

Choose type for the viewing distance

Use a clear typeface and make the main message large enough for the intended setting. Brand character matters, but decorative lettering should not make essential information difficult to read. Check both the headline and smaller practical details at the finished proportions.

Give one message priority

A campaign banner does not need to contain the whole brochure. Choose a headline, a supporting visual and the next step. A directional sign may need an arrow and a destination; a product campaign may need an offer and a recognisable product image. Arrange the information in the order the viewer should notice it.

Use space to make the message clearer

Leave room around text and images so that they do not compete. There is no single percentage of empty space that suits every design. Judge the balance by the format, content and surroundings, and check contrast between the text and background.

Connect design and production

Review the layout at its final size and keep important content away from seams, eyelets and folds. Prepare the file using the selected template and our print-file requirements. Agencies, print shops and resellers should confirm which artwork version belongs to each size before approving production.

Continue with Part II: turning attention into a clear next step, or compare large-format advertising options for your campaign.