Creating Graphics That Capture Attention

Submitted by Brian Keobke CME

Dramatic, “larger than life” display graphics are an effective way to get noticed in today’s visually competitive trade show environment. As shows get larger and splashier every year the ability to draw potential customers to your exhibit becomes more difficult. Properly designed display graphics will increase your presence and recognition at a show, both of which are essential for successful exhibiting.

Be Consistent

Your display graphics should be an extension of your current marketing campaign and reflect a similar style, colour and imagery being used in your other marketing materials. This consistency and continuity will help potential customers identify you quickly and reinforce the image you are trying to establish.

Be Short, But Be Clever

It is tempting to use your display to explain everything about who you are and what you do but attendees don’t have the time or the patience to read through it. Instead, use a short but clever message that appeals to your target audience. This will generate more interest and curiosity in your company. Remember, the real purpose of your display is to pique the interest of attendees walking by. Once your display has their attention, your staff can begin to explain your products and services, and qualify them as potential customers.

Bigger is Better

When it comes to display graphics, bigger is usually better. Take advantage of today’s technology by creating “larger than life” images that can illustrate your products but still remain consistent with your message. This is one area where you want to show what differentiates you from the competition! “Sell the sizzle, not the steak”.

Light it Up

Proper lighting can significantly improve the overall look of your display. Your graphics will appear bolder, brighter and more colourful. As a result, you’ll draw attention away from those who don’t have lighting on their display.

Design Your Graphics to Grow

Too often, graphics are designed to work for only a single display configuration. However, most display systems today are modular and can be expanded. If you own or plan to purchase a portable display, you should strongly consider designing your graphics to expand along with your system. For example, if you have a 10 foot display that expands into a 20 foot display, a well-designed set of graphics can accommodate both needs and still retain the same imagery, style and message. This will also prove to be cost-effective in the long run.

Follow these simple guidelines to produce effective tradeshow graphics and you’ll be able to raise your awareness at trade shows, attract attendees to your display, qualify potential customers, and ultimately grow your business.

If you have seen a display that caught your attention you can share it with the exhibiting community by using the comment form below. All input is welcome.