Introduction
You’ve booked the exhibition stand.
You’ve ordered the roller banner.
Now comes the big question
What exactly should you include on a roller banner?
Here’s the twist:
Most banners fail not because they look bad but because they say too much.
Or worse they say nothing meaningful at all.
What most business owners don’t realise is this you have 3 seconds to communicate your value.
If your banner doesn’t clearly answer:
👉 “Why should I care?”
Your competitor’s will.
Let’s break down exactly what to include and what to leave out.
What Is a Roller Banner Designed to Do?
A roller banner (also called a pull-up banner) is a vertical display used at:
- Trade shows
- Exhibitions
- Retail spaces
- Reception areas
- Networking events
It is not a brochure.
It is not a catalogue.
It’s a visual hook designed to:
- Grab attention
- Communicate one clear benefit
- Trigger action
Think of it as your silent salesperson.
The Perfect Roller Banner Structure
1️⃣ Headline (Attention)
This is the most important element.
Your headline should:
- Be bold
- Be benefit-driven
- Be readable from 3–5 metres away
❌ “Welcome to Our Company”
✔ “Custom Printing Delivered in 48 Hours”
✔ “Premium Business Signs That Get You Noticed”
Benefit > Description.
2️⃣ Supporting Message (Interest)
Directly under your headline, include:
- One short statement that explains how you help
- OR 3–5 short bullet points
Example:
- Fast turnaround
- UK-wide delivery
- Premium materials
- Free design check
Keep it short.
Clarity builds trust.
For layout inspiration, look at professionally structured large format printing displays to see how spacing improves readability.
3️⃣ Strong Visual (Desire)
Include:
✔ One high-quality image
✔ OR one clean graphic
✔ OR product mock-up
Avoid:
✘ Multiple competing images
✘ Stock photos that feel generic
✘ Low-resolution graphics
Authority bias matters polished visuals build credibility instantly.
4️⃣ Logo & Branding
Your logo should sit at the top eye level.
Make sure:
- Colours match your website
- Fonts are consistent
- Branding is aligned with your other materials
Consistency builds familiarity bias people trust brands they recognise.
If unsure, align your banner with your wider brand printing materials.
5️⃣ Call to Action (Action)
This is where most businesses fail.
Don’t assume people know what to do next.
Tell them clearly:
- “Book a Free Consultation Today”
- “Scan for 10% Exhibition Discount”
- “Visit Stand 24 for a Free Sample”
- “Call Now for a Fast Quote”
Scarcity works.
“Limited Offer Today Only” increases response rates.
Without a call to action, you lose leads.
What NOT to Include on a Roller Banner
Here’s what most competitors won’t admit they’ve made these mistakes before:
❌ Long paragraphs
❌ Full service lists
❌ Company history
❌ Tiny contact details
❌ Cluttered design
Your banner is not your website.
It’s a conversation starter.
5 Benefits of Including the Right Content
✔ Clear Headline → Stops people walking past
✔ Focused Message → Prevents confusion
✔ Professional Visual → Avoids ‘cheap’ perception
✔ Strong Branding → Builds trust faster
✔ Clear CTA → Turns attention into enquiries
Businesses that simplify their exhibition banners consistently see better engagement.
Ideal Roller Banner Content Checklist
Use this simple formula:
Top Section (Eye Level):
- Logo
- Bold headline
Middle Section:
- Supporting statement or 3–5 bullet points
- One strong image
Bottom Section:
- Call to action
- Contact details
- QR code (optional)
And remember keep key content above the bottom 150mm (safe area).
Before vs After
Before:
Cluttered banner. Too much text. Weak impact.
After:
Clear headline. Clean layout. Strong call to action.
Bridge:
Strategic content selection + professional printing.
What most business owners don’t realise is this your banner’s job is to attract attention, not explain everything.
The explanation happens in conversation.
Expert Tips for Maximum Impact
- Keep total word count under 40–50 words
- Use large fonts (headline 150–250pt)
- Design for distance readability
- Leave white space
- Always request a proof before printing
Your roller banner should look confident.
Confidence converts.
Final Thoughts
When deciding what to include on a roller banner, remember:
- One clear benefit
- One strong image
- One action step
That’s it.
If you overload it, you lose attention.
Your competitors are refining their banners right now.
👉 Ready to grow your business with professional roller banners? Contact Social Media Max today.
Don’t wait your competitors won’t.