Effective all-rounder: seven tips for designing roll-ups

Their biggest advantage: they are easy to handle and can be set up and positioned effectively in seconds. With the right care, they can also be used for years. Roll-ups are therefore predestined for use at trade fair stands or exhibitions. But how can companies design these practical aids to best convey their advertising message? Marie Mammen, Marketing Manager at Cewe-print.de, gives seven tips:

1. logo placement

The placement of the logo is particularly important on roll-ups: this allows viewers to recognize the company at first glance. However, it should not be displayed too prominently so as not to distract from the actual content. In order to be remembered by potential customers, it is advisable to have the logo printed in the upper part of the roll-up, for example at eye level or slightly above. Placement at different points on the advertising medium - similar to a sponsor wall in football - is also a good idea so that customers can easily recognize the logo from any position.

2. communicate clear messages

When it comes to the amount of text on roll-ups, the well-known saying "less is more" applies. Extensive text passages are out of place here: instead, companies should impress with meaningful catchphrases and slogans. Designers should avoid using different fonts as they can be too confusing. Viewers should find further information either in a flyer displayed near the roll-up or on the Internet.

3. arouse interest through skillful placement

Slogans and key points that arouse the interest of potential customers should be placed at the top of a roll-up. This is the part that viewers see first and most often. The lower part is suitable for further information about the website, social media profiles or contact details. Furthermore, it is advisable to always arrange text in the direction of reading - in our case from left to right - in order to follow the viewing habits of the reader.

4. use photos as eye-catchers

Cleverly placed images and photos can appeal to viewers and attract their attention. Here it is particularly important that the images have an appropriately high resolution and do not appear pixelated. Designers should also pay attention to brightness, tonal value, contrast, image detail and color balance. Images must always match the message of the roll-up, support it and at the same time not overload the advertising medium. Designers should also avoid uneven backgrounds and strong contrasts: They disrupt the viewing experience and distract from the content.

5. integrate corporate design

Companies can incorporate their corporate identity into the design of the roll-up. They can achieve this, for example, by designing it in the colors of the corporate design or choosing a font that is also used in other communication media. This allows viewers to associate the roll-up with the company at first glance.

6. ensure a clear structure and good placement

To ensure that potential customers can grasp the roll-up immediately, it must be clearly structured and the font must be appropriately large. The rule of thumb here is that the font should be enlarged by one centimeter for every meter of distance. An easily legible font in combination with a clear structure ensures that viewers can take in the information even as they pass by.

7. remember contact details for further communication

To ensure the long-term advertising success of a roll-up, companies must place their contact details clearly visible on the advertising material. This includes the website, telephone number and email address for questions as well as a link to profiles on social networks such as Facebook, Twitter, XING or LinkedIn. This is the only way for potential customers to know who to contact if they have further questions.