Banner design basics

Banners are the workhorses of promotion in Australia: on school fences, sports grounds, shopfronts, market stalls and building sites. They're quick to produce and easy to put up, but many fail at their one job, being read in a few seconds by someone passing by. This guide covers the design principles that make banners work, the materials and finishing options, and how to hang them safely and within the rules.

Start with the viewer

Think about who will see the banner and how:

• Drivers passing at speed have a second or two and need a very short message in very large letters.
• Pedestrians have longer and can read a little more detail.
• People at an event may stand near the banner and can read more.

Also consider the viewing distance and angle. A banner high on a fence across a sports oval needs much bigger lettering than one at a market stall.

Keep the message short

The most common banner mistake is too many words. A good structure:

1. Headline: the main message in a few words, such as the event name or offer.
2. Key detail: the date, time, location or price, if relevant.
3. One contact point: a website, phone number or social handle, not all three.

Everything else, such as full program details, can go on a website or flyer.

Make it readable

• Big lettering: mock up the key words at full size, hang the mock-up and check it from the expected viewing distance.
• Simple fonts: bold, clear sans-serif or slab fonts; avoid thin, condensed, script and decorative fonts for key information.
• Strong contrast: dark text on a light background or light text on a dark background. The Australian Government Style Manual's accessibility guidance stresses good colour contrast and not relying on colour alone.
• No clutter: use space generously; crowded banners are hard to read.
• Upper and lower case: mixed case is generally easier to read than long lines in capitals.

Layout

• Put the headline at the top or centre, where eyes go first.
• Group related information.
• Keep important text away from the edges, hems and eyelets.
• If including a logo, make sure it doesn't overpower the message.
• Use images sparingly, and only at a high enough resolution for the printed size.

The design rules in designing stickers that work, such as bleed, safe zones and colour modes, apply to banners too.

Materials

• PVC banner material: the standard for outdoor banners; weather resistant and durable, available in different weights.
• Mesh banner material: perforated to let some wind through, reducing wind load; good for fences, scaffolding and exposed sites, though fine detail is less crisp.
• Fabric: lighter and more premium-looking, often used for indoor displays and flags; some fabrics are washable.
• Pull-up banner stands: printed films that roll into a portable base, popular for indoor events and trade shows.

Australia's high UV levels, as ARPANSA notes, fade inks over time, so ask your printer about UV-resistant inks for banners that will be outside for months.

Finishing

• Hems: folded and welded or sewn edges strengthen the banner.
• Eyelets: metal rings along the edges for ties; more eyelets spread the load and reduce tearing.
• Pole pockets: sleeves at the top and bottom for poles or rods.
• Rope reinforcement: rope sewn into the hem for large banners.

Hanging banners safely

• Tie the banner at every eyelet, using elastic ties or bungees that give a little in gusts.
• Keep it taut so it doesn't flap and tear.
• Use mesh banners in windy locations.
• Don't block footpaths, sight lines, traffic signs or emergency exits.
• Take banners down in severe weather warnings.
• Check you have permission from the owner of the fence, building or land.

Rules for temporary event banners

Planning rules for temporary signs vary between states and councils. As an example, the NSW Department of Planning's fact sheet on the Advertising and Signage Exempt Development Code says temporary event signs, including banners for commercial, community or retail events or private functions, can be exempt development if they meet standards including:

• only one banner and one other type of temporary sign facing any road frontage;
• a maximum area of 6 m²;
• located within the property boundary, or if on a building, wall or fence, projecting no more than 100 mm;
• no higher than 5 m above ground level;
• the signage must be temporary.

For commercial or retail events outside residential zones, the fact sheet adds that banners must not be illuminated, can't go up more than 14 days before the event, and must come down within 2 days after. Exempt development also requires the land owner's written consent. Outside NSW, check your state's planning rules and your council. See our guide to sign approvals and council rules.

Storing and reusing banners

If you'll use a banner again, design it without dates, or leave a space for a date panel. Roll banners rather than folding them to avoid creases, and store them clean and dry.

A quick banner planning worksheet

Before you brief a designer or printer, write down the answers to these questions. It keeps the project focused and makes quotes easier to compare.

1. Where will it hang? Measure the fence, wall or frame, and note the fixing points available.
2. Who will read it, and from where? Note the typical viewing distance and whether viewers are walking or driving.
3. What's the one thing they must remember? Write the headline in as few words as you can.
4. What's the one action you want? Visit a website, come in today, turn up on a date.
5. How long will it be up? Days, weeks or months affects material and inks.
6. Is it reusable? If so, leave out dates or design a separate date panel.
7. Who approves it? The land owner, your committee, the event organiser or the council.

Common banner mistakes

• Too much text: program details, multiple phone numbers and long sponsor lists crammed in at small sizes.
• Low contrast: pale text on pale backgrounds, or busy photos behind words.
• Thin fonts: elegant scripts and light weights disappear at a distance.
• Logos too big, message too small: viewers need the message first.
• Text too close to hems and eyelets: it can be hidden when the banner is tied up.
• Wrong material for the site: solid PVC on a windy fence line can tear or pull down the fence.

Fixing these before printing costs nothing; fixing them afterwards means a reprint.

Proofing a banner

Print the design at a reduced scale, pin it up and step back proportionally. If the headline isn't instantly clear, simplify. Check spelling, dates and contact details character by character before approving.

Key points

• Design for the viewer's distance and speed; keep the message short.
• Use big, bold lettering with strong contrast and generous space.
• Choose PVC for general outdoor use and mesh for windy sites.
• Hems and plenty of eyelets help banners survive wind.
• Check planning rules and get the land owner's permission.