The graphics in your trade show display bear a heavy burden. A potential customer is supposed to scan a trade show floor and—in a matter of seconds—understand who you are, what you do, and how you can help them.
Fortunately, there are some time-honored tips that can help you get the most from your display.
Put important info up top
Your name goes at the top of your trade show booth, right? Everybody knows that.
If your company is Apple or Sony, then the answer is yes, because everybody is familiar with those brands.
However, if your company is not as well known, you may want to lead with something that informs a consumer about who you are. A slogan like, “Design Driven Solutions That Attract a Crowd,” may be more effective because it describes the service you provide. Now that you’ve informed a potential customer what you do, they will be intrigued to visit your booth and discover who you are.
Also, think carefully about the words you use. Action words—such as improve, save, reduce, and increase—tend to resonate strongly with an audience, as does copy written in active voice. Use phrases like, “Our designs engage a crowd,” as opposed to “Crowds are engaged by our designs.”
Graphics are your billboard
You’re on a freeway whipping by at 75mph. A billboard is approaching. What’s on it? More than likely, there’s a picture and a few words: five, maybe ten at the most.
Billboards are designed to be consumed at a glance. (BTW, that sentence is an example of passive voice. It’s a teaching tool, not lazy writing.).
At a trade show, your graphics are your billboard. People are whipping by on the show floor, and you have mere seconds to capture their attention.
So, avoid cramming too much information on your graphics. Stick with the billboard design philosophy and limit your copy.
More than meets the eye
Movement in your display is a great way to catch someone’s attention, and using video walls, LED displays, and touchscreens are innovative, high-tech methods to add some “wow factor” to your exhibit.
However, there are some low-tech methods you can employ as well. Use a projector to animate logos or specific words in your booth. Set up an old-school turntable to rotate a cutout of your corporate logo. Or, simply hang some banners from the celling of your exhibit. Whatever extra step you can take will pay off by earning some extra attention.
Consistency is key
Your exhibit is an extension of your company’s brand. So, everything in your exhibit should relate to your image, from handouts to graphics. Even if you want to incorporate some impactful colors, make sure they relate to your company’s overall brand. Inconsistent design, colors, and fonts will make your exhibit seem messy.
Now, having stated that, bold colors or unusual shapes can attract attention. Just make sure that the designs you use are consistent. For example, you see a lot of squares and rectangles in trade show exhibits. If your company logo is circular, think of ways to incorporate that shape throughout your display. Anything out of the ordinary and unexpected can add eye-catching visual appeal.
Once you have your graphics approved, make sure you think about their planned shelf life before you print. Do you want to use these graphics for a year? Two years? One show?
How long you want these graphics to last will determine the type of material on which to print. Stronger material is an investment because it is more expensive but will last longer. Flimsier material is cost saving now but does not ensure a significant life span.
Also, don’t forget to protect your graphics during shipping and storage. When packing, use Bubble Wrap or foam sheets to prevent scratches and cardboard corners to keep graphics from getting dog-eared. A little care can greatly extend the life of your graphics.
Go with a pro
One way to ensure that your graphics are as eye catching as possible is to work with a professional who cares as much about your booth as you do. At The Trade Group our graphic designers transform your brand’s message into high-impact graphics that shout, “It’s worth your time to talk with us!”
Give us a call at 800-343-2005 to see how we can bring your graphics to life.