CORPORATE AND ADVERTISING STRUCTURES
ROLL-UP DESIGNS (PHOTO ROLLS OR ROLL-UP POSTERS)
1. WHAT IS A ROLL-UP BANNER?
Basic concepts about roll-up
Design of rollups (structures and photographic rolls). Whether they are advertising or promotional, they are a very effective marketing tool to present products and/or services at: trade fairs, congresses, training days, universities, courses and coaching, among others.
Rollups create positive brand awareness, business credibility and generate interest in your business, helping you stand out from your competition.
Installation of the roll-up
The process of installing and dismantling a rollup banner is quick and easy. It weighs little (approx. 3 kg), and is easily transportable thanks to its nylon bag.
This gives you an effective and practical design that you can take with you everywhere.
What is included on the design?
- Graphic design of roll up, 100% personalized, original and exclusive. No use of templates or pre-designs purchased on online platforms.
- The price of the rollup design is between 215 and 250 euros (without printing). In case there are more units or a collection of several pieces, I offer a more adjusted price for each of the roll-ups.
- With this rate, a minimum of 2 design proposals are obtained, completely different and unpublished, so that the client or company selects the one that fits best.
- The designs are totally adapted to the purpose, target and priority of each client.
- Analysis of the hierarchy and importance of the information to be transmitted.
- A good structure, clear and with the typographies to adequate size, ensures maximum readability of the contents.
- By means of headlines of different sizes, or pills, or any graphic element… the necessary priority for each text content is marked. The images also play an essential role in the design of the piece.
- Composition with schemes, computer graphics, QR codes or any textual and photographic content that helps to create a piece that is both impressive and informative.
- Fluid communication between the graphic designer (myself) and my client, to bring the project to fruition.
- Final approval of the rollup design with follow-up until complete completion.
- Delivery of final files so that the client can order the printing and manufacturing of the rollup to his trusted supplier. Or, I offer very competitive prices with my usual printers. Each customer chooses their system for each roll-up and I adapt to their needs.
2. MY 9 TIPS
2.1. Objectives and uses
As in any graphic design applied to brochures, leaflets, catalogues… the initial step, and no less essential, is to analyse what we want a roll up for.
What are we going to use it for?
What objectives do we want to achieve?
When are we going to take advantage of this design?
Do we want it to last or for a specific event?
With a series of approaches and assessments, we will determine whether a rollup really meets our needs.
Perhaps we need to design another marketing piece with different characteristics. Or we even discover that a rollup is not enough.
I have designed a series of rollups, with several rolls for different products. I have even created two independent rollups of 85 x 200 cm, but which together form a larger composition of 170 x 200 cm (photocall style). With the advantage of being able to use each one separately, according to corporate, advertising or communication and sales interests of the company.
Before commissioning the design, assess and study needs is essential for the final result of the rollup covers 100% of your needs.
And above all… in roll-ups: the less text the better. Saying a lot with image, whenever possible, is the optimum for these designs.
The infographics cover a splendid communicative facet in cases of rollup. Graphically it communicates with effect and impact.
2.2. Placing the logo on top of the roll up
Angular vision from top to bottom, at adult eye level, is centered between 120 and 200 cm. We must therefore consider that it is precisely in this area that we must place the company logo. Of course, the most relevant information and content should also be in this area, whenever possible. They will be captured better and faster by the viewers.
For the same reason, we should not forget that the least readable and therefore least important area is the bottom of the rollup banner.
Below 120 cm, the hierarchy of information must decrease. Not placing essential texts in parts of the lower design is ideal.
Of course, not all logos should go in the upper area. In the case of sponsor, collaborator and partner logos, these should be placed at the bottom.
Preferably, and as long as the corporate user manuals allow it, they should be in grayscale. We must not distract our target audience with an excess of colours in the design.
2.3. Reading from left to right
If we are not designing a rollup for Japanese people (with characters and phrases in vertical position) or for the public in Arab countries (reading from right to left)… as is logical, we will design based on our Western orientation: from left to right.
If the rollup design is the usual 85 x 200 cm, being a narrow graphic piece in proportion to the height, it is to be expected that it will be easy to read from above.
So, playing with space and this 85 x 200 cm format is always very attractive to me. Designing roll-ups is not an easy task, so it is always better to leave it in the hands of a professional graphic designer with experience in large format designs.
2.4. Images from a roll-up are essential
A picture is worth a thousand words. The impact is generated quickly, in a matter of seconds. Whether it’s with a different, moving, sensitive, brutal photograph that conveys the concept and idea…
You don’t have to remember that any image that appears in the rollup design has to be at 300 dpi (actual final size) preferably. Although it is true that with 200 dpi, understanding that they are always observed at a certain distance… it can be “passable”, but not optimal.
The images coming from the Internet, not only are not at the ideal size (because they are at 72 dpi) but they can also have copyright. Making sure of the origin of the images is essential to avoid possible legal problems.
In my roll up designs, in case my client does not have quality images, I purchase for a reasonable price photographs, which help a lot to harmonize my designs. Whether they are concept photos or whatever is necessary, they are usually from www.123rf.com.
The color profile used in the design has to be CMYK (never RGB). The design is printed in four-color digital printing, so it is in Cyan + Magenta + Yellow + Black.
2.5. Corporate colours and the impact of shades
As an expert graphic designer, and with over 100 company logo designs to my credit, it is imperative to have a “corporate manual” or “corporate specification sheet”. In such a document, along with other information and features about the logo design, a list of colors should appear.
The use of corporate colors linked to the company strengthens and builds the corporate brand image.
Attracting the target’s attention is the idea, but always with the correct use of impact techniques, without extremes, without flashy things (being at the limit of bad taste).
2.6. Corporate fonts and font sizes
This point is linked to the previous one.
Also the corporate typographies, accepted compositions of the logo (disposition of the icon versus the name/brand of the company), etc. are marked and outlined in the corporate manual of use and application of corporate identity.
I always ask my clients for this manual, in case I haven’t designed the corporate identity myself, of course!
The font size (typography) is essential, and whenever possible, it should be the same as the one that appears in the logo. Whether it is the main font or the secondary/complementary one, we will choose the font that has the greatest flexibility and legibility.
For the roll up design it is more advisable to use a dry stick typography. That is, Arial, Helvetica style… but logically the one assigned as corporate. Roman and serif types, Times style, Garamond… are not suitable for reading at a certain distance.
With this point, we jump to the next aspect to evaluate: calculate the approximate distance at which that rollup design is going to be read. This point will determine the measure for each of the headlines and text contents.
Whenever I can, I visit the surface where the rollup will be placed. Of course, in cases like fairs, congresses, temporary events… this is not possible (mostly).
2.7. Company details
As you might expect, this point is extremely important.
How do we want them to contact us?
The data of the company or business such as: telephone, web, email, social networks… We must analyse which of these contact channels we give more importance to, because it is more practical for us to receive requests for information.
More and more, I offer my clients that the roll-up design contains a QR code. Although it seems that its use has not yet settled in our daily lives, it is clear that it has a beastly usefulness and potential, from my point of view, a little underestimated.
2.8. Qualities and formats of rollups
There are different qualities within rollup manufacturing. Also different formats and sizes to cover the maximum possible communication needs.
The most used and standard size is 85 cm wide x 200 cm high.
Other dimensions are (width x height): 100×200, 120×200, 150×200, 200×200 and 240×200 cm.
The quality of the structures (the container rolls) can be of two different types:
- “Basic” Rollup > With simpler but equally manageable legs, in black or white.
- “Premium” Rollup > The rollup can be black or chromed (which in some designs looks even nicer). The legs are stronger and more robust, with a quality design. The structure (container tube) is made of strong aluminium. The transport cover is made of nylon and comes in two qualities, depending on the budget it will be thinner or better padded.
In any of the two models (Basic or Premium), the printing of the canvas + protective plasticization is exactly the same.
There is also the possibility to order printing on laminated photo paper, instead of a canvas rollup. This material is more suitable for outdoor use.
The inks can be suitable for outdoor or indoor use, depending on where the roll-up is to be placed and used. The deterioration depends on the treatment and especially if it is in the sun and outdoors, or simply in an area protected from moisture and weather.
Any of the two pieces (tube+bag) can be used for other designs and reused in different advertising actions.
I have customers who are interested in having several rollups, or change offers often, so reusing the rolls works very well for them.
2.9. How do I design a roll up?
I create the roll ups in Adobe InDesign. They are mounted in a final real size file and of course… I always work in high resolution (300 dpi). Anyway, for this kind of graphic design applied to rollup, 150 dpi files are enough.
Whether it is my usual rollup supplier, or the contact of a printer or rollup manufacturer supplied by a client, I deliver a PDF file. Which has cutting lines, 1 cm side blood (to ensure a good square cut), 3 cm added on top and 12 cm on the bottom. Of course, I deliver it in CMYK profile (as I said in previous points).
It is compulsory to take into account, for the design and graphic composition, that at least 10 cm must be left without important content in the lower part. After all, I have already commented that the essential area is not precisely below 120 cm. But also, as it is a poster or a roll-up poster, these 10 centimetres serve to hold or pinch the piece of canvas with the structure of the roll in question.