EXHIBIT GRAPHICS
 I haven't purchased a new
exhibit in several years, and I'm behind the times in terms of graphics offerings. What are some of the most important exhibit-graphics improvements you've seen over the last five years?
 While the graphics industry doesn't change at the same breakneck rate as cell-phone technology, for example, it has come a long way in the last few years. In fact, within the last five years, some of the industry's most important technological breakthroughs have occurred, dramatically changing the look and function of exhibit graphics.
For example, software improvements have enhanced the design process, environmentally friendly inks have been developed, new printers offer bigger and brighter output, and even the number of substrates that you can print on (e.g., fabrics, hard surfaces, flooring, outdoor materials, etc.) has increased dramatically. So just as in many industries, it seems like the only thing constant in exhibit graphics is change.
But don't worry. You don't need to understand the subtle nuances of graphic-design software and printer technology to keep your booth on trend and updated. You just need a little primer on what's happening on the trade show floor. So here's a brief explanation of three of the most important improvements we've seen in the last five years.
Fabrics and Printing Technology
Compared to dense, rigid materials such as wood and aluminum, fabrics are extremely lightweight and pliable, making them easy and inexpensive to ship and install. Plus, while fabric graphics can certainly tear in some instances, they don't chip and scratch like traditional rigid graphics. So although fabric has long been used for exhibit graphics, recent advancements in large-format fabric printing have made fabric even more versatile, affording exhibitors numerous new application options.
Walls or partitions once made out of wood, metal, or laminate have been replaced by fabric scrims, which can be accented by printed text and
images and complimented by lighting. Printed scrims up to roughly 16-by-30 feet per panel are common in today's booth architecture.
In addition, these scrims can be opaque, semi-transparent, and even translucent. In fact, we can now print on silk, chiffon, and stretch fabrics such as nylon, and many of today's materials are water and stain resistant - which is an important benefit for exhibit fabric. More and more exhibitors also are using fabrics in aerial applications. Used as simple suspended banners or large, elegant overhead signage systems, fabric offers cost-effective long-distance branding solutions.
Eco-Friendly Options
Until about five years ago, Green graphics basically didn't exist. While there were Green materials and processes used for booth production, Green graphics materials and
processes lagged behind in their
development. Today, Green graphics
options are readily available and relatively affordable. Plus, given the increased demand for eco-friendly exhibiting options, suppliers continue to develop Green alternatives.
For example, Eco-Systems Sustainable Exhibits has a relatively new material called GreenCore. A suitable substitute for Sintra (which contains potentially toxic polyvinyl chloride, i.e., PVC), GreenCore is made from Forest Stewardship Council (FSC) Certified wood, flax and linseed oil, and ferrous oxide (iron). Similarly, a printable fabric called Paradise (also from Eco-Systems) comprises 100-percent recycled soda bottles. In addition, a wide range of eco-friendly vegetable inks are now available for graphics printing.
What's more, exhibitors are in luck when it comes to cost. When earth-friendly graphics products first hit the market, many were considerably more expensive than more traditional options. But today, many of these Green alternatives cost as little as 10 percent more than traditional fabrics and processes.
Electronic Graphics
Last but not least, perhaps one of the most noticeable advancements in the graphics industry is a shift toward digital graphics displayed on large monitors throughout the booth.
Granted, some people might say that showing text and images on a monitor is an AV application rather than a graphics application. But given the increased size and decreased weight of flatscreens in general and LCDs in particular, many exhibitors are replacing traditional graphics with flatscreen monitors and displaying a series of video-like graphics.
In terms of sizes, 65-inch LCD monitors are common, and some manufacturers make models up to 108 inches. Plus, LCD monitors typically weigh about 30 to 50 percent less than plasma monitors, making them a cost-conscious option when it comes to drayage and shipping.
Certainly, however, flatscreens
have their disadvantages - they
require a sizeable upfront investment
(roughly $3,000 to $5,000 for a 65-inch LCD monitor), and they must be shipped and installed carefully to avoid damage. But benefits such as easy content replacement and eye-catching movement make flatscreens a viable replacement for static graphics, and a definite exhibit trend.
While the industry has certainly seen other improvements over the last five years - such as new printable flooring options and eco-friendly production processes - these three improvements are the most noticeable to both exhibitors and attendees. So armed with this short primer, you can approach your next new build with your thumb firmly on the pulse of the latest and greatest in booth graphics.
- Chuck Michel, vice president of trade show services, Elitexpo Cargo Systems Inc., South Elgin, IL
BOOTH PHOTOGRAPHY
I just hired a photographer to shoot our exhibit at its first show. But to cut costs, management suggested that I forgo the photographer and simply take pictures with my digital camera. Is this really a viable solution?
To determine whether you need a professional photographer, ask yourself how you plan to use the photos. If you're using them for internal
purposes - perhaps to show off the property to management - you can probably forgo the professional. As long as you use a camera that can deliver a minimum of 300 dpi resolution, shoot both broad-perspective and detail images, and keep lighting issues (such as glaring overhead spots and/or low-level lighting throughout the
exhibit hall) in mind, you should be able to document the booth for electronic viewing and 4-by-6 prints without much trouble.
If, however, you intend to use the photos as a promotional tool - maybe to promote your booth online or in a printed annual report for shareholders
- you're probably better off using a professional photographer. That's because an experienced trade show photographer should know the ins and outs of exhibit photography, such as the aforementioned lighting issues and how to frame and light the shots to your advantage. He or she should also have the appropriate equipment (such as ladders, reflective umbrellas, light meters, etc.) as well as experience working with union labor and show management to set up equipment and gain access to the exhibit hall before and after show hours.
- EXHIBITOR Staff
|
