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Choosing caps

Ball caps are the rare piece of branded gear that needs almost no size planning, which is a big part of why landscapers, breweries, trades crews and golf tournaments order them so often. A cap also puts your logo at eye level, right on the front of somebody's head, which is about as prominent as advertising gets without a billboard permit.

The front panel is where you should spend your attention. It's curved and often has a seam running down the centre, so wide wordmarks can bend or split in awkward places. Short logos and simple icons tend to look best. A structured crown holds the logo up and flat-looking, while an unstructured one relaxes and gives the cap a more worn-in personality.

Closure matters to the person wearing it. Adjustable backs fit almost anybody, and that's handy for giveaways, while a fitted style feels more premium but brings sizing back into the picture. Brim shape and contrast colours change the attitude as well: a flat brim says something different from a curved one, so think about who's actually going to put this thing on.