Question:
What does excellent trade show signage look like? Is it simple? Colorful? Digital (narrowcasting)? Branded?
Jan-Burger Troost, Owner, Wester ExpoGraphics
Answer:
Your exhibit and trade show booth graphic elements must powerfully reflect who you are and draw visitors to your booth in the midst of a loud, crowded exhibit hall filled with distractions and competitors.
That said… it would be counter-intuitive to design your booth to blend in with the cacophony around you. Simple is always better, in my mind. People are attracted to clean, refreshing design… and if it’s situated in the midst of a sea of loud, tacky and overcrowded competitors, yours will stand out as an oasis of calm professionalism.
As a general rule of thumb, you have three seconds to make an impression on those walking past your display. Your overall design that includes each trade show booth graphic and sign must be simple and meaningful enough to compel attendees to walk in and learn more.
The content on your signage should simply and very clearly communicate — in as few words as possible — the benefits of your product. It is also wise to consider the impact of other important elements such as lighting, and even smell.
If you are hiring a professional design firm to create your tradeshow graphics for you, you should look for the following:
1. A style of creativity that is both engaging and clean
2. Understanding of materials and how they are best used
3. Ability to communicate ideas clearly and precisely
4. Understanding of structure
5. Understanding of graphic techniques (typography, photography, etc.)
6. Understanding of technical requirements for large scale print
7. Awareness of marketing trends and their relations to your objectives
8. Ability to effectively research your target market for the event
9. Trade connections in the print industry always help!
Of course, if you’re doing it yourself, then you should have the above all confidently checked off in order to come away with a successful result.
Q&A: What does excellent trade show signage look like? - To learn more about this author, visit Chanie Pritchard's Website.
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Dianne Crampton
Dianne Crampton is an Executive Leadership Coach and Team Building Consultant and creator of the TIGERS team development model. For the past twenty years she has helped leaders and teams achieve goals with high levels of collaboration and teamwork.
Crampton is a published author. Her contribution to Working Together: Diversity As Opportunity was endorsed by Stephen Covey. She has written for trade magazines. Merrill Lynch nominated her business for Inc. Magazine’s regional small business and entrepreneurial awards. Her work with Native Americans was recognized at a United Nations sponsored conference in 1994.
The TIGERS model passed two rigorous validation studies in 1992 and 1994. The TIGERS Survey is able to measure and track team development over time.
Dianne is also the creator and distributor of the TIGERS Team Wheel game. This game helps groups identify behaviors that build collaborative groups and behaviors that cause conflict, morale problems, production failures, and misunderstandings.
For more information, or to subscribe to TigerTracks, a free monthly leadership and team newsletter go to http://www.corevalues.com - Visit Dianne Crampton's Website |
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Chanie Pritchard
(Visit Chanie's Website)
Chanie Pritchard is president and CEO of
Sage Media Design, a premier commercial
graphic design studio based in Ottawa,
Canada. With clients running the gamut
from individual entrepreneurs to corporate
goliaths, Sage provides a highly
personalized suite of services:
Branding/Rebranding and Corporate Identity
materials, Retail Artworking and Product
Packaging Design, Publication Layout and
Design, Marketing Collateral, Print and
Online Advertising, General Design for
Print, and of course, Web Design. An
extensive public portfolio is available
for review at www.sagemedia.c
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