Designing Effective Trade Show Graphics
by Brian Keobke, CME
(Click here to download PDF  )
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 booth becomes more difficult.
Properly designed display graphics will increase your presence and recognition at
a show, both of which are essential for successful exhibiting.
When first seeking the design services of a display company or experienced display
designer, you may find the cost of producing quality display graphics to be slightly high.
This is due to the complex nature of the printing process. Large-format printing is vastly
different from other types of printing and requires the use of very specialized equipment,
skills and services. For example, 90 percent of existing graphic elements designed for
business cards, letterhead and brochures are unsuitable for large-format printing. They
need digital preparation by a graphics technician who reworks and improves the graphic
elements so that the final output achieves optimum resolution. Without this service, your
images would lack clarity, quality and colour accuracy. You can be certain that without
this service they wouldn’t draw a favorable response at a show.
If you carefully consider your expected sales return from exhibiting, the cost of well-designed
graphics is easily justified. Your primary reason for exhibiting at a trade show is
to find new customers amongst a well-targeted audience. Without well designed graphics
to attract attendees, you may never have an opportunity to qualify them as potential
customers. Your exhibiting endeavor could be over before it begins. The following are
some helpful guidelines to designing graphics that get you noticed at a show:
Be Consistent
Your display graphics should be an extension of your current marketing campaign. You
should reflect similar style, colour and imagery used in your other marketing materials
onto your display. This consistency and continuity will help potential customers identify
you quickly as well as reinforce the image you are trying to project.
Be Short, but be Clever
It is tempting to use your display to explain everything about who you are and what
you do. It may make for interesting reading, 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 sole purpose of your display is to peak 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 better. Take advantage of the size of your
display by creatively using “larger than life” images that enhance your company’s presence
while remaining consistent with your message. Always make sure your corporate
logo is identifiable and placed where people can see it from the aisles.
Light it Up!
Proper front-lighting can significantly improve the overall look of your display. Your
graphics will appear bolder, brighter and more colorful. As a result, you’ll draw more
attention. A standard 10 foot display requires only two 150 watt wall washers to light up
the entire display.
Design your Graphics to Grow
Far too often, graphics are designed to work for only a single display configuration.
However, most portable display systems today are modular and can be expanded. If you
own or plan to purchase a portable display, you should seriously 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. You will be able to raise your awareness at trade shows, attract attendees to your display, qualify
potential customers and ultimately increase the return on your tradeshow investment.
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If you have questions about this article or would like to speak with the author please call 1-800-663-1737 or email brian@theportables.com.
Brian is available to help you get the most of your exhibiting efforts.
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