We've designed pop-up banners for several clients over the years for use at tradeshows, networking events and conferences. Today, I received a request for a pop-up banner with a document outlining all the content that needs to be on the banner. The document had nine categories of service offerings and about 5 bullets under each category. That's a lot! So I thought, "maybe there are other companies that aren't clear about the purpose of a banner and what content is appropriate for it." 

Pop-up banners should be eye candy that draws a viewer to your booth or table. You are best served if you have a compelling image or images that help tell your story and a limited amount of text that should be large enough to be read at a good distance. Leave the drill down of services to your brochure or flyer that the visiter can take home with them after they have now approached your booth to learn more. No need to scare booth visitors away with ugly, content heavy banners!