By Dave Jentz, Exhibit Systems, www.exhibitsystems.com
The graphics you produce for your trade show booth are a critical element of your exhibit. They can provide the impact you’re looking for to generate interest, inform the attendees and drive traffic into your booth. They can get the attention you desire, communicate your message and make an impact… if it’s done right. Making mistakes in your graphic presentation can not only be a waste of time and money, but it can leave the wrong impression.
Your graphics should convey who you are, what product or service you are selling and how your product or service benefits your customers. You should keep your graphics simple and use easy to read fonts combined with contrasting colors that makes them easy to read. It’s also key to place your graphics in the proper position.
There are three tiers, or levels, to consider when designing the location of your graphics:
* The first level should contain your logo or business name, placed up high in the top third of your exhibit. You can hang the graphics or ground support it on a tower to rise above your neighbors. This will allow your customers to see you from across the hall.
* The second tier should be closer to eye level, with your message written out simply so attendees can read it quickly as they pass by. Avoid using insider jargon or technical phrases that will not be understood by everyone.
* The third level should give more details about your products or services, while still keeping it simple. You could use a few well placed images or bullet points as a way to give attendees just enough information to ask you questions.
* Another consideration to think about is to not place your text or images lower than 4 feet, as these will be blocked too easily by people in your booth. Most people are not going to bend over to read the features and benefits of your newest widget.
Graphics should also be unified with the rest of your corporate branding, and keep in mind that your graphics shouldn’t try to tell your whole story or relive your history. Instead, they should attract attention and highlight a few important elements.
Another recent development is the use of Microsoft Tags or QR Codes printed right on your graphic materials. These small tags or barcodes are scanned using smart phones that will direct users to a website, add a contact to your address book or display a message for more detailed information. Anyone can create the tags for free. The tag reader app used for the scanning can be downloaded for free to your phone.
The materials your graphics are made with is another point to consider. There are many ways to showcase your message including vinyl banners, dye sub fabrics and rigid materials. You can also create stand-off images, 3-dimensional pieces, moving graphics, or even use video monitors. And don’t forget there are many new green, environment-friendly options available.
So, the next trade show you attend, pay attention to other exhibitors, and take notice of how they use graphics to draw attention to their message. And definitely take notice of what your competitors are doing. Make sure you are at least up to their level if not above it. The attendees will remember the best looking display, and quite possibly the worst looking. And you know what they say, you never have a second chance to make a first impression.
Let your graphic design draw attention to your booth, strengthen your brand, support your message and create a good impression.
In conclusion, take your time, pay attention to detail, be creative… but remember, keep it simple.
