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Holding On To Your 5 Seconds Of Fame
How To Create Graphics That Stop Passers By In Their Tracks
By Brian Keobke, CME |
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Dramatic, "larger than life" exhibit graphics are an effective way to get noticed in today's visually competitive trade show environment. As shows get larger and splashier each year, the ability to draw potential customers to your booth becomes more difficult. Industry statistics suggest it takes attendees three to five seconds to walk by a standard 10-foot booth -- a very small window of opportunity that requires properly designed graphics to peak audience interest. Otherwise, you may never have an opportunity to stop them and qualify them as potential customers. Your exhibiting endeavour could be over before it begins. Here are some helpful guidelines to designing graphics that will get you noticed at a show:
Be Consistent
Your exhibit 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 exhibit. This consistency and continuity will help potential customers identify you quickly; as well as reinforce the image you are trying to project with other marketing materials.
Be Short But Clever
It is tempting to use your exhibit to explain everything about who you are and what you do and it may make for interesting reading, however 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 exhibit 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 further qualify them as potential customers.
Bigger Is Better
When it comes to exhibit graphics, bigger is better. Take advantage of the size of your booth by creating "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 exhibit. Your graphics will appear bolder, brighter and more colourful. As a result, you’ll draw more attention to your message. A 10-foot exhibit requires only two 150-Watt "wall washer" style lights to illuminate the entire exhibit.
Design Your Graphics To Grow
Too often, graphics are designed to work for only a single display configuration. However, most portable exhibit systems offered 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 exhibit that expands into a 20-foot exhibit, 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 more cost-effective over time.
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