Exhibition Tip of the Week #6 - Exhibit Display Graphic Design Part 2. Colours, Contrast and Imagery

Now that you know how to optimize the dimensions and placement of your exhibition display, here are some tips on using colours, contrast and imagery to maximize the impact of the display.

Colours and Contrast

For the most effective exhibition graphics, choose text colours that contrast sharply against the background colour. This can be achieved quite simply by using light hues over a dark background, or dark hues over a light one. You can check a colour wheel and select colours that are opposite each other, such as yellow and purple or orange and blue, to make the stand really pop. 

In addition, it is best to use no more than three colours for the display graphics so as to maintain a cohesive look. However, bear in mind that while it is great to use colours to attract attention to your display, make sure that the colour scheme matches the brand identity of your company. Your stand’s colour scheme needs to match well with the rest of your company’s trade show marketing program and pieces to ensure an integrate look. This will help prospective clients and current customers to easily and quickly recognize your exhibit on the trade show floor, which can get hectic at times. Lastly, avoid overlaying text directly on a busy background such as images or textured surfaces, as this can decrease legibility of your message.

Imagery

The overall quality of the image used for your exhibition stand and its subsequent output speaks volumes when put together with your corporate message. Use high-resolution images to avoid pixelated, grainy, or blurry output of your graphic files. If possible, discuss with your graphic designer on specific requirements to make sure you have usable, high-resolution images in standard file formats such as .jpg. Stock photography sites are often one of the best places to find high-quality images. When purchasing stock images, always buy the biggest, highest resolution file available.

When designing graphics for use on your stand, consider your target audience and potential clients, and design graphics that will appeal directly to that group. You also have to think carefully about the hardware structure of your stand, as the graphics should compliment the structure. Think about the placement of any exhibit lighting and remember that bright colours will appear washed out if placed directly under a light. In addition, design your graphics such that they avoid conflict with any accessories used as part of your stand. For example, if a monitor will be mounted to the back wall of your display, make sure that it will not cover important parts of the graphic. The most important piece of advice is to use images whenever possible. It is more effective to convey messages visually – after all pictures speak a thousand words!

Site Maintenance

We are currently carrying out some scheduled maintenance for our company website at http://expocentric.com.au, but we will be back soon.

In the meantime, you can check out some of the exhibits we have done in the past at http://www.pinterest.com/expocentric/

Or you can contact us via:
Phone: +61 2 9937 1500
Fax: +61 8580 6155
Email: info@expocentric.com.au

Thanks for your patience!

Exhibition Tip of the Week #5 - Exhibit Display Graphic Design Part 1. Dimensions & Placement

Interesting and meaningful graphics that capture attendees’ attention at an exhibition can make a big difference to the impact and success of an exhibition display. Several areas are key to designing compelling and effective trade show graphics including dimensions, placement, colours and contrast, imagery, messaging, typefaces. This post will focus on dimensions and placement while the other areas will be covered in subsequent posts.

Dimensions

The optimal size of exhibit visuals depends on the overall size of your exhibit, purpose of the graphics, type of graphics, the distance from which the graphics will be seen and read and your budget. In general, it is better to focus on one or two large images rather than a collage of smaller ones. This is because large images are visible from a greater distance, and visibility is key at exhibitions and trade shows.

Placement

The purpose, size and legibility of the graphics will determine their placement within an exhibit. Graphics can be classified into three categories according to their size and display position: long-range, mid-range and short-range.

Long-range graphics often feature the exhibiting company’s logo and typically facilitates locating exhibitors on the show floor.  They are usually displayed at maximum height allowed by show management to increase signage visibility. For example, long-range graphics may be found on large signs suspended above island and peninsula exhibits and on towers or columns within the exhibition booth.

Mid-range graphics are signs and images that are used to further identify your company and its products/services. They are usually displayed at or just above eye level. The purpose of such graphics is to attract visitors from neighbouring exhibits and aisles into your exhibit. Mid-range graphics should have the exhibiting company’s name, logo, tagline and product/service names.

Short-range graphics generally include signage and text that are legible and readable only from close distances. They are used to effectively communicate your message to attendees once they are in your exhibition space. Unlike long and mid-range graphics which rely more on images, the content of short-range graphics focuses more on information. This can include material such as product/service benefits, features, specifications, applications and pricing. Short-range graphics should be displayed at eye level

Stay tuned for next week's update to find out how you can utilize colours and contrast and imagery to draw attention to your exhibition display stand!

Stand Showcase - Sony at SMPTE

Sydney Convention & Exhibition Centre, July 2013
Stand designed and constructed by Expocentric Pty Ltd

Exhibition Tip of the Week #4: Eco-friendly Exhibition Stands

Awareness of a need for long-term environmental sustainability is on the rise, and “Green Exhibiting” is becoming an increasingly important trend in the exhibition industry. Here are some tips to help you create an exhibit that is eye-catching, memorable, environmentally friendly and economical:

Use modular exhibition stands
In the past, it was not uncommon for companies to build and use bespoke stands that were only designed for one event, after which they would be thrown away. In recent years, however, companies have moved towards the use of stands with reusable modular or bespoke components. Such components can be designed to fit together in a variety of ways so that the stand can be adapted and changed for each design, thus eliminating the need to build an entirely new stand for each event.

With some careful design planning, you can adapt your stand to each exhibition space. Reusable parts means that with a few tweaks such as fitting the components together in a different way, you can have a fresh stand for your next event at very little cost.

Choose the right materials
Some materials are much more eco-friendly than others, so it is important to choose wisely. For example, choose materials that are made from sustainable or recycled/from recyclable materials (such as sorghum, bamboo, cardboard and biodegradable foam board), produced in low-emissions and low-waste facilities and that do not contain toxic or harmful materials.

Use alternative lighting solutions
A huge energy waster at exhibitions is lighting. Efficient lighting alternatives such as LED lighting holds great potential for energy and cost savings as it uses half the energy of compact fluorescent lamps and 1/10^th that of traditional incandescent bulbs. LED lamps are also mercury free so they are not as environmentally hazardous as compact fluorescent lamps.

Cut down on printed materials
Reducing the number of brochures you distribute at an exhibition can greatly cut down costs. Instead of handing out brochures, consider the options of using a brief marketing flyer with a scannable QR code that links to online marketing materials, using a tablet or smartphone to send a link straight to their inboxes during the event or taking exhibition attendees’ email address so you can send them relevant marketing material after the event.

Not only will using an eco-friendly stand allow you to do your part in making the world a better and more inhabitable place for the future, it also provides a chance to save money. So, what’s not to like about green exhibiting?