In my post about fairs, festivals and expos, I suggested investing in a business T-shirt so that you could be a walking billboard for your business if you end up meandering around, or even just as you’re setting up and tearing down. Let’s go into a little more detail about how you should design that T-shirt (or any kind of shirt or sweatshirt really) and why you may want to invest in it.
So it turns out, that it just isn’t as expensive as it used to be to order a custom T-shirt. Plus, the technology has improved enough that making them on your own doesn’t look as unprofessional as it used to (cough, 90’s iron-ons, cough, cough). While I know pricing could vary wildly depending upon where you live, it’s worth looking into what’s available in your area to see if you can afford to get one (or a handful) for your business.
When designing your shirt, the first thing you need to decide are the colors. What color shirt can you find? What color text can you get? Try to match the colors as best as you can to your brand colors. Make sure though, that the text color contrasts enough with the shirt color so that you can easily read it from farther away. Black or white text generally contrasts the best, depending on whether the shirt is lighter or darker. Use black text with a lighter colored shirt and white text with a darker colored shirt.
On the front left side of the shirt, like where a pocket might go, is a great place to put your business name and logo. If you have a multi-colored logo that may end up clashing with the color of the shirt, then it might be better to use a single-color version. This doesn’t have to be huge, but it should be big enough to read without people having to stare uncomfortably at your chest.
On the back, you can either put your business name again or use a tagline across the top of the shirt in-between the shoulders. Directly underneath should be some contact info: phone number, or website, or email, or Instagram handle, or a QR code, basically whatever you use for people to get ahold of your business. Just pick one though. There’s no need to overwhelm people with too many options. Plus, your back is only so big.
Now, it’s not always clear from some business names what your business actually does. If this is the case with your business, then you should consider creating a tagline. It’s all well and good to show people that the website for Smith & Co is www.smithandco.com (just a random example, sorry if it’s someone’s actual business), but if no one understands what Smith & Co actually does, then why would anyone ever go to the website? In this case, you need to explain what your business does through a tagline: Got dirty windows? Visit www.smithandco.com. Now everyone understands that you have a window cleaning business.
If your business name describes exactly what it is, then you don’t need to worry about a tagline if you don’t want to. The point is just to make it clear why someone who is reading your shirt should take the next step and contact you.
I understand that what I’ve described here for a T-shirt design is pretty basic and not at all fancy. It’s meant only as a guideline for someone who isn’t sure where to even start. If you feel comfortable designing something a little more unique, go for it! I’m not trying to quash anyone’s individuality here. Just make sure that your business name, a quick description of what you do (if it isn’t otherwise obvious), and some contact info is easily legible on it.
Some of you may have businesses that are entirely online and the people in your area are unlikely to ever need or use it. In that case, you probably don’t need to invest in any business themed clothing. But if you frequently attend busy events where your target market is likely to also attend, then why not be a walking billboard and get some more exposure for your business!
All the best,
Ryanne Zender
Disclaimer: While marketing is based in part on statistics and psychology, it is not an exact science. Every business and market are unique. What may work for one business, will not necessarily work for another. There are no guarantees in marketing, and this post is for informational and educational purposes only and does not replace professional advice. You can check out the full list of disclaimers and disclosures here.
