Trade show graphics tips

Trade show graphics tips

Grab Them With Great Trade Show Graphics

You have precious few seconds to capture the attention of trade show visitors. In the chaos of colours, scents, lights, and sounds present at a typical trade show, how will your company’s trade show graphics stand out in an arresting and convincing manner? Consider the following helpful hints as you contemplate your trade show graphics.

Text in your trade show graphics and signage must be kept to an absolute minimum. Few visitors take time to read the fine print, and instead it’s best to use pictures whenever possible to convey your message. Keep in mind that photography is always preferable to illustrations, as photos lend more credibility and have more impact. If you must have some copy, be certain the copy focuses on the buyer, stresses the benefits of your product or service, and uses strong action words. You are trying to deliver a convincing, meaningful message to potential customers, so messages must be brief and direct, and graphics must be simple and compelling.

Select one or two striking visuals, instead of several smaller graphics. Avoid clutter – it’s far more effective to have a single focal point to draw visitors. Keep your graphics clean and uncomplicated, and make them a powerful reflection of your company. Include your company logo to establish brand identity too.

What about colour? Blues, greens and whites are cool colours that look professional. Oranges, reds, and yellows are the attention-grabbers. Be wary of overwhelming visitors with these strong colours, though, unless they are an extension of your company’s image, marketing messages or sales efforts.

Consider the versatility of fabric to display high-quality colour trade show graphics. Fabric graphics help eliminate glare and scratched finishes that are characteristic of traditional ink-jet laminated vinyl panels. Furthermore, fabric graphics are durable, lightweight, softer, and can even be more elegant. Reusable and easily stored, fabric graphics are available in wrinkle, fade, and stain-resistant forms. Be certain to select a flame-retardant material (in the event of trade show regulations and codes). Although more expensive, you can benefit from fabric’s durability and repeated uses.

Plan your trade show graphics at least 8 weeks in advance of the show. Arrange details with your graphic designer well ahead of time to avoid rush orders, last-minute changes and overtime fees that will drain your trade show budget.

Use your attendance at trade shows to study your competitors’ trade show graphics. Keep a record of their exhibits, even photos if possible. Your company can then determine how to differentiate yourself from the competition, which should be a key design objective when producing graphics for your exhibit.

Do your exhibit design and graphics clearly and accurately convey who you are? Visitors are key decision-makers who should be able to glance at your exhibit for a few seconds and be able to answer the following questions:

1) Who are you?

2) What product or service are you selling?

3) Why would I want to buy it? What’s in it for me?

So remember that less is more. Simple, large and bright graphics will capture visitors’ attention, invite them into your space, and create an attractive environment in which to develop a rapport. The more time visitors spend at your exhibit, the less time they linger at your competitor’s exhibit. And even better, the more visitors you draw with striking and meaningful graphics, the less it costs you to reach prospects in the first place. Go grab them with graphics.