Design Clinic: Banner makeover

Using panels to control a load of copy

By Bob Behounek

Posted on Friday, February 23rd, 2018

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How many banners do we see strung up between two posts these days? They seem to be everywhere. Crumpled, leaning to one side or the other, posts spread from side to side and top to bottom. This banner is also parallel to the road, which gives the viewer very little time to understand the message. But a banner like this would be difficult to understand even if it was properly rigged and attached to a building.

That’s because all the information is about the same weight and color, giving it all the same level of importance. It’s no wonder our client has heard that folks are having difficulty trying to read their message as they drive by. This banner has way too much information and nothing in particular that stands out. It’s trying to tell us everything at once.

Prioritizing the message So, what does our overall message need to be? That’s a tough one. Is this a yearly reminder to the community, reminding folks that colon cancer can be prevented? Or is it advertising for a clinic that does the screenings?

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Bob Behounek has spent over 40 years as a sign artist and pinstriper in the Chicago, Illinois, area.

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