Graphics for trade displays need special care

Top quality display graphics are hard to miss, even in the busiest exhibition hall, but designing bold, exciting, eye-catching graphics is an art. To develop something that creates an impact both close-up and from the opposite side of the room can be challenging, but get it right and it is immensely satisfying as well as potentially very profitable!

You’ve already booked trade exhibition space in a prime location, so the challenge now is to make sure that you have an attention-grabbing display with top-notch supporting sales and marketing material. But, creating graphics that stand out at a trade display is harder than it sounds. Even many experienced graphic designers can struggle to get the format right, but there are several steps to follow to ensure that you get the right designs to show your business in the best possible light.

Probably, the most important thing to bear in mind is graphics that work brilliantly in a brochure won’t necessarily work in a display. The main reason that applies is because trade show display graphics will be many times larger. It is a different medium and therefore the graphics need a different emphasis.

Keep headlines short, punchy and impactful: go large on pictures and small on copy. Too many messages, displayed in fonts that are difficult to read will be off-putting. Remember to keep it simple as research shows that displays must communicate three things about your company in three seconds or less; who, what and why?

Try to avoid using images pulled directly from the internet. They may look good on-screen, but blown-up they are unlikely to have the necessary resolution for quality display materials.

Also, ensure that graphics are designed specifically for the display method to be used. For example if you are planning on using a re-usable pop-up display, then ensure one is sent to your graphic designer so that he or she can get a feel for the medium and use it for mock-ups. There’s nothing worse than producing beautifully designed material that has to be strung in amateur fashion between two stands.

By having the right display stands in his or her possession will also allow your graphic designer to produce proofs to the same dimensions. It is important to make sure that you proof in full size. Also, make sure you attempt to proof artwork from about 50 yards as well as up close. Remember, it is for consumption at an exhibition and you are trying to grab the attention of the attendees who will be glancing around the venue, looking for eye-catching displays.

Finally, once you have signed-off the proofs, trust them to a printer that is experienced in printing large-scale display material. Follow these simple tips and you will develop a great looking display, sure to the envy of the competition.

About the Author

Adam Singleton is an online, freelance journalist and keen gardener. He lives in Scotland with his two dogs.