Trade Shows: How to make your stand graphics work as a sales tool for your business18/10/19
Our guest author for this post, Anthony Booty of exhibiting specialists Guardian Display, explains the importance of graphics when it comes to attracting visitors at a trade show.
Anthony: “Over the past ten years, the team at Guardian Display has installed a ton of graphics at trade shows and conferences. We have fixed them to stands large and small. To walls, to free standing signs and a host of custom made fixtures too. It’s fair to say that we feel confident to advise our clients on the best approach for using display graphics to best effect. Having said that, getting it right can be tricky especially when businesses feel tempted to save money on graphics and concentrate on other display aspects instead. However, the potential low impact impression you’ll create by using weak, poor-quality graphics is one you won’t want to risk at your next event.”
Here are seven tips to keep in mind when thinking about your graphics at an exhibition or live event.
Size and placement are important
There’s no point commissioning a graphic designer to come up with something that boldly represents your brand in all its glory, only for nobody to be able to see it!
Test out the visibility of your display before you go to site.
And, don’t forget to check for typos, too as part of your pre-event check.
There isn’t much worse than a mistake in two-feet high lettering that you only discover on exhibition day itself!
Go big with your logo
“People already know who we are,” some companies tell us, preferring to get on with engaging potential customers at their stand rather than showcase their logo.
But, do you know what…they are missing a trick.
If people remember your logo, they’ll remember you…so display it big, high, and with as much emphasis as you can.
Colour and quality are king
Unless you have all the professional resources to hand, don’t try and print your own images. You’ll simply stand out amongst your competitors for all the wrong reasons.
The high quality definition that professional design and printing brings will impress your visitors, conveying the image that your company is just as high quality!
Colour-wise, choose hues that work well with each-other, avoid using different shades of the same colour, and avoid anything too abrasive or mismatched.
Be clear with your messaging
Don’t be half-hearted, or give in to the temptation of trying to appeal to anyone and everyone with your brand message.
Where possible, keep it light-hearted and playful, or serious and meaningful.
You can’t have both…or at least we haven’t seen any successful combination attempts!
Try a clever tagline or catchphrase – if it is clever or catchy.
Remember to use a clear typeface, so all your hard work isn’t wasted on the day.
Remember that graphics tell a story
When it comes to stories, people tend to prefer new, compelling tales to the old ones they’ve already heard many times before.
Don’t be afraid to update your graphics if you feel they’re starting to look tired.
Remember that your stand isn’t a brochure
Brochures are luxurious and aspirational (well, at least they should be!).
You hand your brochure to a visitor, with the hopeful intention that they’ll pore over it later on with their drink of choice.
By contrast, your event stand needs to capture immediate attention, so make sure that yours has a strong focal point, with clear and friendly images that support your chosen message.
Put your graphics in the spotlight
After all that effort, it would be a shame not to really, wouldn’t it?
Imagine the dazzling impact your company could make if your stand had the right kind of lighting…seen from across the room and completely obliterating your competitors’ attempts to shine in the process?
Our friendly and professional team would be delighted to help you achieve all of the above at your next event. Let’s talk about turning your graphics into a sales tool for your business in the world of live events.
Helping clients transform their event spaces & exhibiting results | Sales Director, Guardian Exhibition & Display
Call: 01702 662111