Tradeshow Insider's Blog

Trade Show “Power Graphics”

Graphics are a critical element of any trade show display. You could have the best promotion, best product and brilliant people in your booth but, if most attendees don’t notice your exhibit, it won’t matter.

There are many philosophies about how to create effective trade show graphics that persuasively break through the clutter. One solution is “Power Graphics” – singular images that have the “power” to make your exhibit standout from your competition, attract your target customers and almost instantaneously communicate your key message.

What makes graphics powerful? Graphics that are singular and focused have power. Images and words combined to communicate your message and brand personality without needing translation have power. Graphics without unnecessary elements in the design, displays and sales presentations so that your target customers can actually experience your message, your brand and your products are the most powerful.

The images and words that you use depend on your marketing message but here are a few general guidelines:

• Make sure your designers know everything that is important about your target customers – before they start work.
• Select a design team that knows how to design exhibits. This is a unique design task and many great advertising designers have little experience with or understanding of trade shows.
• If one image will communicate your message, don’t be afraid to let your designers build the exhibit around that one key image.
• Keep it simple and uncluttered. The details belong in your sales material, presentations and interactive displays.
• Make sure the key graphic can be easily seen from a distance. Avoid small or overly detailed images.
• Think in 3-dimensions. Dimensional graphics create visual interest.
• Incorporate words – in large, legible type. The most memorable images are often the combination of a few words and a graphic image.
• Use lighting to make the “Power Graphics” the focal point of the exhibit.
•  Avoid commonplace and generic images, for example, photographs of happy customers, standard product photography and stock photography that looks like stock photography.

Effective use of “Power Graphics” can make a meaningful difference in your ability to get the most out of trade show participation.

Design Effective Tradeshow Graphics and Maximize ROI

Graphics Are the Most Important Design Element of Your Trade Show Display

For the vast majority of tradeshow displays, the graphics are the most important design element. No matter how beautiful a display is, if you hang poorly designed graphics on it, it just looks awful. And attractive graphics aren't enough - they must be effective as well, if you want to get the maximum ROI on your tradeshow dollars. In order to get the best graphic design results, you should start by carefully considering your objectives and how your tradeshow display's graphics might help you achieve them.

Too often, companies choose to just blow up their logo and a few of their magazine ads or a page from their website, stick them on the backwall and call it a day. People who view a web page or magazine ad spend considerably more time reading and also expect to get complete information from this type of graphic. Tradeshow graphics, on the other hand, need to be read and understood in the 3 seconds that it takes an attendee to walk past your booth.

Let’s consider the graphics on a standard 10 foot backwall display. The normal way to arrange graphics is to put your company’s name and logo on a large sign at the top. This is just fine if your company is Coca Cola, or Nike, but lesser known brands might want to add a few words that describe what the company does or maybe a bold statement that grabs the attention of the visitor.

Design Graphics to Support Your Sales Presentation

The balance of the graphics in a small booth can be used to create an atmosphere, list features and benefits of products or show products in use. I prefer to design graphics that support a sales presentation. Once a prospect has stopped at your booth, the booth staff can easily do a brief sales presentation using the graphics as visual support.

Once you have established your objectives, it makes sense to take advantage of the experience an exhibit designer brings to the table. Share with them your goals and allow them to provide input on graphics that are going to be displayed.

Find out what is HOT with the Top Trends in Booth Design and Marketing!

Tips for Designing Effective Exhibit Graphics

Exhibit design is a powerful reflection of your brand and, in fact, part of your branding. Trade show booths involve your company logo, products and employees. They serve as giant, interactive business cards.

So, even if you're not making a huge investment in exhibit design, it's worth revisiting your core elements of your branding to make sure all the pieces of the puzzle fit together. Here, we'll take a quick look at graphically and lyrically spicing up your exhibit booths.

Trade Show Graphic Design

A competent exhibit company should be able to provide you with exhibit designs that effectively communicate your brand. You may even wish to incorporate into this process your in-house or consulting graphic designer.

• Embrace your three-dimensionality. Most of your branding materials are probably flat, "conventional" pieces. Graphic designers jump at the opportunity to work with exhibit designers to breathe fresh life into larger, 3D displays.
• Maintain focus. While it's tempting to incorporate every bell and whistle within your budget, visitors will lose interest quickly if they can't figure out what's going on. Speak to your specific offerings and value-added features relatively early in the engagement process.
• Consistent with the 3D theme, reach out and grab your audience's attention. You're not only trying to engage people at your booth but those down the aisle and across the room.

Trade Show Custom Copy

A bit more innovation is possible with your written materials than with your brand graphics. While you can't and shouldn't change your logo for every trade show, show-specific copy is an excellent idea.

Written materials can be customized--partially, at least--for each trade show in which you participate. Keep everything as short and concise as possible. Make sure that the information is timely, especially if your competitors' materials have gone stale.

Some of them have. Engage your customers and support your sales and marketing strategies with a custom trade show booth. Click here for a no cost, no obligation design and quotation for your next tradeshow.

Signage at Tradeshows: How big is too big?

All companies that exhibit at tradeshows want their name to be the most prominent in the convention center. At large shows with hundreds of exhibits this is obviously not possible. When you walk in to the exhibit hall, you are confronted with sea of visual clutter. So what is the correct approach to signage in your booth? Consider this:

Exhibit signage breaks down into 3 basic categories, long, medium and short range graphics. Each of these categories serves a practical purpose.

Long range graphics

These are most often corporate identification graphics. In island or peninsula displays, they can be large signs that are placed at the maximum height allowed by the show. They are sometimes suspended from the convention center ceiling (where permitted) or can be supported from the floor on tall columns. The purpose of long range graphics is to allow visitors to locate your exhibit from the entrance of the hall or at least from several aisles away. Most companies want these signs to be as large as possible so they can’t be too big. When every exhibit has these large signs, they lose their effectiveness. Sometimes adding lighting or rotating the signs will add interest. These types of signs are generally not permitted in backwall displays.

Medium range graphics

As visitors get closer to your exhibit, it is important to show them who you are and what you do. From 20 feet away from an island booth, the visitor would need to look straight up to read your large overhead sign so medium range graphics should include your corporate identification. Individual product names and informative tag lines are appropriate at this level. In smaller displays, medium range graphics are the only corporate identification and should clearly state who you are and what you do. Medium range graphics should be large enough to be read from a reasonable distance but not too large to interfere with the exhibit design. They should be positioned at or just above eye level.

Short range graphics

Signs of this nature include any graphic that can only be read while standing in or very near the display. They usually include product or brand identification signs and can include more detailed information since you are conveying information to interested attendees not trying to lure them to your display. Features, benefits, specifications and installation examples are perfect for short range graphics. These signs do not need to be very large and should be placed just below eye level for ease of view.

While these are very basic guidelines, they will result in well designed, effective and cost effective exhibits. Need a unique and effective tradeshow booth idea? We can help you create a custom trade show exhibit that creates a buzz about your brand and increases your booth traffic, all within your budget.