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A version of this article originally appeared on efourdesign.com.
As the saying goes, you never get a second chance to make a first impression.
At a trade show, the booth serves as a visual representation of your brand and an opportunity to impress a mass of potential customers. The way your booth appears, the branding, and how messages are communicated matter.
Think about it: With so many cool booths beckoning from every direction, attendees will decide to visit yours based on what you can do for them — and those offerings are communicated with signage.
The most effective graphics clearly communicate an organization’s key messages with enough impact to catch attention across a busy expo floor.
You exhibit to get noticed, so your graphics should do the heavy-lifting!
Here are five ways to pump up your signage muscle.
In our multi-tasking digital world, attention spans are already waning. Add in a competitive expo hall and the challenge for eyeballs skyrockets. Harness that two-to-three-second window of opportunity for visitor attention with big and bold signage.
No matter the size of your space, hefty, eye-catching graphics broadcast your brand. Consider setting signage six to seven feet above the floor — this elevated placement ups the chances of eye-level attention.
You can go big, but that doesn’t mean complicated.
Bypass confusion by designing your message around one key point. Excessive text creates visually busy signage that will be ignored.
Clean, clear graphics with spare messages (ban the bullets!) lure visitors to come inside and learn more. Empower (and train) your booth staff to engage interested attendees by presenting the finer points through conversation and demos.
On a tight budget? Don’t worry. Concise signage that clearly shows value to an attendee is often the best way to engage people, especially when you need to make every dollar count.
Play up your brand by using graphics that complement and enhance your message. And mind the details such as:
Dynamic graphics, powered by LED backlighting are bold and eye-catching. They allow you to convey more information in a short period of time. This new tech involves printing high-resolution graphics on fabric, which provides a vast canvas to highlight messaging and images in a large lightbox.
Want to go a step further? Consider LED video displays for dynamic moving images.
Carefully check all booth renderings and product layouts to make sure the graphics are not blocked or hindered by monitors, shelving, or any displays. Partner with an exhibit house that offers previews of your booth graphics and their placement before the booth ships. This preview allows for layout and graphic adjustment well before move-in.
Don’t underestimate the power of booth graphics to lure visitors. Effective signage communicates your organization’s key messages, draws attention to your brand, engages visitors, and creates a lasting, favorable impression.
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