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Wednesday, 19 March 2014

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!

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