Trade show graphics should have a single, unifying message that speaks to your customers. Make the message simple and direct. You only have a few seconds to grab attendee’s attention before they start walking down the aisle to other booths. Next time you’re stuck in traffic, take a look around at billboards or busboards. They’re a great example of eye catching graphics that deliver their message in a succinct manner. Trade show or large format graphics should also have the same elements.

Here are a few tips to help your message “pop” at the trade show.

Use current images - If your graphics show hippies feeding dogs and cats lime green treats from the back of a Winnebago, then it’s time to update those graphics! The sun has faded your images and the 60′s were 40+ years ago. Good places to look for those on a shoestring: www.dreamstime.com and www.istockphoto.com. (Be sure to comply with their new editorial requirments.)

Use bullet points - Your copy needs to be as short as possible. Show attendees won’t stand in the aisle to read the copy on your booth. This is a job for a brochure. For example, instead of saying “Buzz Catnip is grown on an organic farm with no pesticides and certified by the OCIA.” I would change this to read with two bullet points: “• 100% Organic” and “• OCIA Certified” or “•100% Organic, OCIA Certified”. A third option is to add the OCIA Seal instead of words as well.

Unify your copy to align with your mission - The copy or text on your booth will be minimal, but even in its simplicity, your audience should understand who you are and what you represent. This can set you apart from your competitors in your audience’s “mind share”. For example, if you manufacture an organic product that uses all American sourced commodities, then I would state that on your booth. Be loud, be proud.

Unify all your marketing materials - Your booth should match all of your existing marketing materials for consistency. This conveys a professional appearance and adds value to your company’s brand. Remember, every company has a brand.

Be certain that graphics are at large enough DPI - Most large format graphics print at 100 to 180 DPI. Be sure to purchase the largest size of any graphic that you want to use on your booth. Too many times I’ve seen customers chose a great graphic, but purchase it at too small of a size to print correctly.

Lighting-Lighting can make a difference in how the attendees see your booth. The fluorescent lighting is used at most trade shows aren’t ideal. Spot lights can be used to highlight certain areas around your booth to accent the graphics as well as products.

These tips will help you get started thinking about your booth graphics. I highly recommend hiring a professional designer to help you design your booth. Designers not only have the training to create an eye-catching booth for you, but they also have the resources to save you money when it’s time to print your booth panels.

Until next time.

About the Author
Dara is a brand identity and marketing design strategist at 7 Lucky Dogs, a leading consultancy in marketing to “pet parents”. Through customized marketing and brand identity packages, 7 Lucky Dogs helps you discover what makes your company, product or service different from your competitors. We then translate this differentiation visually into a logo, product packaging, an E-commerce site and promotional materials to reflect those unique attributes. We make our clients look credible and memorable to their prospects while they increase their bottom line. As the owner of 7 Lucky Dogs, Dara is passionate about helping independent pet businesses stand out in front of their competitors and attract more clients. She blends business smarts with creativity with over ten years of design experience with formal education in both graphic design and marketing.