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Candy Adams,
CTSM, CME,
CEM, CMP, CMM,
is an independent exhibit-management
consultant, trainer, speaker, writer, and an Exhibitor conference
faculty member.
CandyAdams
@BoothMom.com
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 raphics can do a lot of heavy lifting in your exhibit. They can attract attention to your booth, generate interest, evoke emotion, inspire a need, reinforce your brand, help attendees self qualify, communicate key messages, direct traffic, and disseminate information. But unless they're done correctly, graphics can also be a waste of time and money. So to help you amp up the effectiveness of your in-booth graphics, heed the following seven suggestions for successful signage.
Say What?
At the very least, your graphics should answer three essential questions: Who are you? What product or service are you selling? How does your product or service benefit your target market?
Trade show attendees are looking
for products and services that can solve their problems. They want to find things that save them time, money, or hassles. They want to know what's in it for them. Make sure your graphics offer this info - and quickly.
The text on your graphics should be short enough for attendees to read while passing, like a billboard on the highway. I try to limit the text on my graphics to seven or fewer words. Instead of cluttering your graphics with information such as product numbers, specifications, and pricing, provide literature with this information for nterested attendees, or hand them a card with a URL so they can find the information on your Web site.
Picture This
Once you know what you want to say, it's time to think about how you want your graphics to look. Choose colors that will make your text readable from a distance and that either contrast or complement the colors of your exhibit. Make sure the most important information "pops" with color. Use a legible font with enough clear space around and behind the type to make it reader friendly.
Most companies maintain a corporate style guide, which specifies the colors, fonts, and images that should be used in all communications to maintain brand consistency. Make sure your graphic designer has access to this style guide so he or she can follow it while creating your graphics. To save money and maintain a professional, consistent look, use pre-existing artwork and themes from ad campaigns instead of recreating everything from scratch and holding expensive photo shoots.
Think Outside the Banner
Historically, exhibit graphics have mostly been large banners and vinyl graphics. But any medium in your exhibit that presents attendees with images and/or text about your product can be considered signage.
This opens up a world of media that you can use, such as video monitors with running text or images, fabric graphics, or gobo lights projecting your brand name. Movement can be a great attention getter. Even hanging banners can be made to move and attract additional attention.
If you opt for printed graphics, you have a choice between flat-mounted images on paper or a rigid substrate like Sintra or laminate, or flexible graphics printed on Duraflex, fabric,
or adhesive vinyl that can cover almost any surface of your exhibit.
My Sign's Bigger Than Yours
The size of your graphics depends on their function, placement, and your budget. Bigger is usually better -
after all, graphics are all about visibility. But if you don't have the budget for high-res images, remember that large low-quality images can look worse than small, well-placed ones.
Let each graphic's purpose drive both its size and location. If you want to attract attention from across the hall, hang a banner or adhere a large graphic to a tower in your exhibit. If you want to attract those passing by or communicate with the attendees visiting your exhibit, place graphics at eye level (with the center of the graphic about 5 feet, 6 inches from the floor). Don't place any graphics lower than 4 feet, other than floor-mounted graphics, because placing graphics below waist level is a waste since they are far less visible.
Behind the Scenes
From .jpg, .eps, and dpi to CMYK and PMS, graphic design and production has its own language of file types, production techniques, and specifications.
Find out what kind of image files your production company prefers (e.g., .jpg, .tif, or .eps), and the resolution it needs the images to be. Also determine the system your production company uses to specify colors (CMYK or PMS), and request your color choices accordingly. Provide the production company with font and logo files and a copy of the relevant specifications from your corporate style guide.
You have a variety of options for the method of graphic production, depending on the image quality you want (and can afford), the durability
you need, and the medium you desire. Options include Digital C Lambda, inkjet, dye sublimation, electrostatic, or computer-cut adhesive vinyl. Unless you're a graphics guru, it's generally best to discuss your needs, budget, and objectives with your exhibit house or graphics partner and ask it to offer options at different price points. Then weigh the pros and cons, and select something that meets your needs without busting your budget.
There are also several Green graphics options available. You can get graphics made of recycled and/or recyclable materials. You can also check into the production methods to make sure your production company does not waste a lot of materials.
To keep production costs down, use standard graphic sizes to save on material costs. The specific sizes will vary based on the process used to produce them. When possible, work directly with your graphics producer to cut out middleman markups, instead of subcontracting the project to your exhibit house.
Most importantly, proof, proof, and then proof again to catch any errors early. The further you are in the graphic-production process, the more it costs to fix a typo. And always be ready with a plan B in case your graphics get damaged or fail to arrive at a show. Keep a copy of all exhibit graphics, either on a memory stick or an accessible company server, in case a graphic needs to be replaced or changed at the last minute.
The Big Picture
One of the best ways to keep the cost of your exhibit graphics to a minimum is to plan your graphics for all of your exhibits annually. Determine the most efficient way to produce graphics for all your different shows, markets, divisions, product lines, and exhibit sizes. You may be able to reuse and repurpose the majority of your graphics from show to show, which will save you a bundle over the course of a year.
The amount of times you will use specific graphics can also influence which materials and production methods you use. If you know you will only use a graphic once, you can produce it using inexpensive, less durable materials. But if you will be using the same graphic for 20 shows, investing in more durable graphics will ultimately prove more cost effective.
If your key messages change frequently but your graphic background stays the same, consider using removable vinyl that can be easily and inexpensively changed, or transparent overlays with just your key messages. That way, you can reuse your graphics and simply change out the information you need using the overlays. If you need large banners for multiple shows, for example, design them without your booth number or any show-specific information.
Also, if you'll be using your graphics for multiple trade shows, don't skimp on packing materials. Protect graphics during shipping and storage to keep them looking new. Include protective cartons, cases, or crates in your initial graphics budget. Use sheets of foam or bubble wrap to keep your hook-and-loop fastener from marring the face of your graphics, and use cardboard corners to protect your exhibit graphics from getting dog-eared.
Timing is Everything
Attention to detail will help you avoid graphic-related hassles. When you're planning the timeline for your graphics production, factor in the time required to compile and get approval of your content and to design, proof, and produce the graphics. Determine when you need to ship them to the show to avoid paying last-minute rush and overtime charges. I always pad my deadlines so I'm less likely to miss one and incur expensive last-minute shipments and material-handling minimums as a result.
If your hanging signs or banners require a rigging crew, work closely with the general-services contractor to determine the best time to hang them to avoid overtime. Before you get to the show, purchase hook-and-loop fastener systems from a reputable manufacturer, and pack them in your supply box to avoid purchasing them from the installation-and-dismantle contractor at a steep markup on site.
Following these seven suggestions will help you create more successful
graphics, while sidestepping the hidden fees, rush charges, and any overtime rates you might otherwise incur. When all is said and done, your graphics will look better, attract more attention, and communicate your messages more clearly, all without breaking the bank. For more information on graphics production and signage-related cost-cutting tips, visit www.ExhibitorWebLinks.com.e
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