Against the Wall

The perfect material and best printing job will be rendered null and void without the proper installation. According to Waldron, "The best banners will lead a short life without proper installation."

Stuart Schachter, president of The Morris Group (Minneapolis), says that many who install banners erroneously take a one-size-fits-all approach. "Suiting a banner to its environment is essential," he explains. "You have to factor in the amount of sun, rain, wind and other elements that can effect a banner's longevity."

Schacter also notes the importance of understanding the surface a banner will cover.

"We've completed numerous installations on light poles," he says. "But the poles are not monolithic. They are built in many different shapes and sizes, and the installs have to be completed accordingly."

The materials used to fasten a banner on the installation will also vary from banner to banner. For example, a long-term installation fixture that would remain in place to accommodate a short-lived banner, such as olefin, would require a much different fastener than a short-term installation.

Indoor banners incur different requirements. "One thing to be wary regarding indoor banners is security systems," Schacter says. "Is your banner going to be near a ventilation duct, causing it to flap and set off an alarm? Is it placed where light glare is going to diminish its readability? Factors like these need to be considered carefully before banner installation."

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Another factor is making sure that banners conform to the Americans with Disabilities Act (ADA) of 1990, which requires them to be a certain distance — generally 8 ft. — from the floor. This is one of the most commonly violated regulations, Schacter says.

Then, there are probably the most prominent considerations of all — the client and viewer.

"Certainly, a banner needs to be placed for optimum visibility, with consideration for weatherability and safety," Schacter says. "For instance, if you install an indoor banner flush to a 20-ft. ceiling, it will be hard to read and not very effective for a client."