Roll-up and Advertising Banners – How to Design a Large Format Project That is Readable from a Distance?

You are at a trade show. Around you, there are 50 booths. Each has a roll-up. And there you see a design that looks like this: Arial font 12pt, 15 lines of text, logo the size of a postage stamp, pastel colors. From a distance of 2 meters, it's an unreadable mess. Large format printing is NOT an enlarged A4. It's a separate world with its own rules. If you break them – your banner will be invisible. Here is a guide that will save you from embarrassment (and money).

Rule #1: Distance decides everything

First, the key question: From what distance will people view your banner?

This is not a philosophical question. It's the foundation of the entire project.

Readability formula

There is a simple rule in the industry:

Viewing distance (in meters) ÷ 300 = minimum font height (in cm)

Examples:

• Roll-up at trade shows (viewed from 2-3m) → Font minimum 0.7-1 cm in height
• Banner above a store entrance (5-7m) → Font minimum 1.7-2.3 cm
• Billboard by the road (20-50m) → Font minimum 6-16 cm

In points (pt)? Roll-up for trade shows = minimum 70-100 pt for main text. Billboard = 500+ pt.

Rule #2: Maximum 7 words

This is the hardest rule for clients to accept. But:

A banner is a billboard, not a brochure.

3-second rule

A passerby walking past your roll-up/banner will give it maximum 3 seconds of attention. In that time, they will read:

• 5-7 words (if there are NO distractions)
• 1-2 words (if there is graphic chaos)

Effective message formula

A good banner consists of 3 layers of information:

1. Headline (main message): 2-4 words
   Examples: "Express Printing 24h", "Your Home. Your Energy.", "Perfect Coffee. Around the Corner."
2. Subheadline (extension): 3-5 words
   Example: "Banners, flyers, business cards on the spot"
3. CTA (call to action): 1-3 words
   Example: "Call: 123-456-789" or "www.name.com"

Total: ~10 words maximum. Anything above = information noise.

Rule #3: Contrast is king

Do you see gray text on a white background? On the screen, it looks "elegant". On a banner from 5 meters? Invisible.

Best color combinations

Proven pairs (text on background):

• Black text on yellow background = Highest contrast in the industry (that's why road signs are yellow)
• White text on black/navy background = Premium classic
• Red text on white background = Attention! Promotion!
• White text on red background = Aggressive energy (fast food, sales)

Combinations to avoid

• Gray on white (invisible from afar)
• Yellow text on white background (disappears in sunlight)
• Red text on green background (problems for colorblind + color vibrations = eye strain)
• Light blue on white (pale, lacks character)

Rule #4: Font matters

Best fonts for banners

Forget about "elegant" serifs (Times New Roman, Georgia). On a banner = unreadable.

TOP 5 fonts for large format:

• Helvetica / Arial – The safest choice. Readable from any distance.
• Futura – Geometric, modern, great contrast.
• Impact – Thick, massive. Ideal for headlines.
• Bebas Neue – Tall, condensed. Fits in narrow spaces.
• Montserrat Bold – Modern sans-serif, works well for tech/startups.

Large format typography rules

1. Minimum Bold – never Regular/Light on banners
2. All caps for headlines – but not for everything (tiring for the eyes)
3. Letter spacing (kerning) – slightly increased (+50-100) = better readability
4. Line height (leading) – minimum 1.2x font height

Rule #5: Less graphics, more air

Client: "I have a beautiful product photo, let's use it as a background, and put text on it".
Designer: *sigh*

The problem with photos as background

• The photo has different brightness levels in different areas
• Text on the bright part of the photo disappears
• Text on the dark part of the photo can also disappear (if it's black)
• Result: chaos

Solutions

1. Divide the banner into zones:
   50% solid background (e.g., black) + text | 50% product photo. Clear, readable.
2. Gradient overlay:
   Apply a semi-transparent gradient over the photo (e.g., from black to transparent). Text on the dark part = readable.
3. Solid box for text:
   Text on a full-color rectangle (e.g., red box). Always readable, regardless of the background.

Resolution: How many DPI for a banner?

This question comes back like a boomerang. The answer: Not 300 DPI.

Distance rule = resolution

Format	Viewing distance	Required DPI
Roll-up (85x200cm)	1-3 meters	100-150 DPI
Wall banner (3x2m)	5-10 meters	72-100 DPI
Billboard (6x3m)	20-50 meters	25-50 DPI
Mesh on building	50-100 meters	10-25 DPI

Why so low? Because the further you view, the fewer details you see. Printing a billboard at 300 DPI is a waste of data (and money – larger file = longer RIP).

Checklist: Before sending to print

1. Distance test:
   Print at 1:10 scale, step back 2 meters. Readable? OK
2. Number of words:
   Less than 10? OK More? Remove half.
3. Font size (main text):
   Minimum 70pt for roll-up? OK
4. Contrast:
   Photo in black and white still readable? OK
5. Bold font?
   Minimum Bold, no Regular/Light? OK
6. Logo readable?
   
7. Bleeds added?
   +5cm on each side (for banner). Roll-up: +5cm top and bottom.
8. Resolution OK?
   100-150 DPI for roll-up, 72-100 DPI for banners? OK

Common mistakes (and how to avoid them)

1. "I'll copy the layout from an A5 flyer"

Problem: A flyer held in hand (30 cm from eyes) ≠ a banner seen from 5 meters.
Solution: Design from scratch in the target size.

2. "10 services, 5 photos, 3 partner logos"

Problem: Information noise. No one will see anything.
Solution: One service. One thought. One CTA.

3. "Gradient background + colorful text"

Problem: Text disappears in part of the gradient.
Solution: Solid background or gradient with a solid box for text.

4. "The logo is too small, I'll enlarge it"

Problem: Logo from the website (PNG 200x200px) stretched to 50x50cm = pixelation.
Solution: Vector logo (AI, EPS, SVG) or export at 300 DPI in target size.

Types of roll-ups and banners – which to choose?

Roll-up (retractable banner)

Standard dimensions: 85x200 cm, 100x200 cm, 120x200 cm
When: Trade shows, conferences, events (easy transport)
Material: Glossy/matte foil, blockout

X-banner / L-banner

Dimensions: 60x160 cm, 80x180 cm
When: Budget alternative to roll-up (cheaper, but less stable)
Plus: Ultra-light, fits in a backpack

PVC Banner (mesh/blockout)

Dimensions: Any (from 1x0.5m to 10x3m)
When: Outdoor (building facade, construction fence, outdoor event)
Mesh vs Blockout: Mesh = breathable (wind, rain OK). Blockout = sealed (no light penetration).

Summary: Your cheat sheet

• Font size formula: Distance (m) ÷ 300 = height (cm)
• Maximum 7-10 words on the entire banner
• Contrast: Black on yellow = best. Gray on white = worst.
• Font: Sans-serif, Bold minimum, 70pt+ for roll-up
• DPI: 100-150 for roll-up, 72-100 for banners, 25-50 for billboards
• Less graphics, more air = better readability

Golden rule: If you have to wonder "is it readable?" – it is NOT readable. Increase the font size x2.