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!