When it comes to trade show exhibits, the goal is to make graphics bigger and bolder. However, it’s important to avoid overcrowding your visuals with excessive messaging. Effective trade show graphics should be pleasing, eye-catching, and perhaps even whimsical, but never overwhelming.
Prospects will not stand and read long paragraphs. Your headline should encapsulate the essence of your offering, with your image reinforcing the headline. Aim for clarity and specificity; you only have 3 to 5 seconds to capture attention. Less text is better. One large image paired with a clever headline or positioning statement is most effective. If you lack a central image, many websites offer affordable stock images that can enhance your graphics.
The exhibit’s primary function is to catch the eye, communicate what you do, and who you are, all in a matter of seconds. Details about your products and services belong in brochures, sell sheets, or handouts. If you can address your target market directly, use their names (e.g., Sales Managers, Accountants) in bold letters to grab their attention.
The bottom line is to make your audience care enough to look. Use bright colors, which are now more accessible and affordable thanks to modern graphic production techniques. Unlimited colors can be incorporated into your trade show graphics, making them vibrant and attention-grabbing. At a trade show, your objective is to attract attention, and bold, rich graphics are key to achieving this.
