Walk around your next trade show and you’ll
see a lot of great designs. They look good, attract your attention,
engage and tell a story.
You’ll also see a lot of bad designs! Too many pictures, confusing
messages and, what does that say? It’s so small and there is so much
text, I can’t even read it!
When it’s time to design your trade show display graphics, consider a
few important points.
Who you are.
Obviously you want to be easily found in the show hall. An
effective way to accomplish this goal is by not only placing
your logo & branding at teh maximum height, but also
repeating it in several different locations throughout the
What you do?
Great, your prospect has found your booth. Now, can they quickly
understand what your company does?
A tagline or short
sentence should be near you logo, so that the attendee can relate who
you are to what you do.
How you can help them.
Now that we understand you’re the “Acme Anvil Company” and
you make “The most durable, USA-made and reconfigurable
anvils” in the world, it’s time to explain why this is
important and how it will add to their bottom line. For
example “Our anvils will increase your productivity by 37%
and cut down-time by /3rd.” Short bullet-points are another
effective way to share this message, but don’t get too
In addition, consider the following items
in your design.
Not too many. Make sure the resolution is good. Should they show
your product in action? Does a photo help relate your service to a
solution? Think about these questions as you start your design. Do
you need photos at all? Maybe an illustration instead?
Think billboards. Keep editing. Less text = more readable,
How will lighting affect your graphics? Exhibiting in Vegas? Did you
know halogens are banned at a few locations? Should you use spot
lights to accent? Or, maybe backlighting? Just like in your living
room, lighting will set the tone & mood for your booth. How about
some specialty lighting?
- Technology & interactivity.
An easy way to gain more attention is to add motion and technology
is very cost effective these days for making that happen. Add some
monitors, loop a video or pictures and you’ve easily attracted more
people. Now, make those monitors or iPads part of your lead
qualifying process by turning them into an interactive game and
you’ve hit a home run. Don’t forget about social media too; Tweet
some pictures, upload a video to YouTube and share on Facebook.