Concept To Realisation.
An exhibitor’s guide to creating excellent booth graphics
Reading Time: 4 minutes

First impressions last. And when it comes to making an impression on trade show visitors, the first impression is not made by your team or your products. It is made by the visual aesthetics of your booth, and primarily by your booth graphics. In fact, having an eye-catching stand was the best way of attracting visitors to a booth, according to 48% of exhibitors who participated in a survey. However, most exhibitors and creative stall designers fail to give this aspect too much thought and end up missing out on opportunities to maximize their trade show impact. Or even worse, they end up making campaign-killing mistakes that turn away visitors. That is why, it is important to rely on proven expertise to plan and execute your booth’s graphic work. At the very least, you need to be aware of certain basic guidelines for designing booth graphics. Here are a few such guidelines to get you started:

Let your brand’s uniqueness shine through

Guideline

It is undoubtedly important to push all creative limits while designing your booth graphics. However, it is important to direct this creativity through the filter of your brand’s identity and design guidelines. That’s because, while ignoring brand guidelines to create the most attractive stall at the venue will help you gain immediate exposure, you cannot sustain the brand’s popularity in the long run with this tactic. You need to incorporate your branding into your design consistently so that you can build brand awareness in a sustainable manner. When you do that, your brand awareness keeps snowballing, enabling you to stay top-of-mind among your target group. Thus, you must ensure that your design stems from your branding to make your exhibit unique and easy to identify.

Keep messaging clear, crisp and purposeful

Typography

Copy and messaging make up a major part of your booth graphics. Most inexperienced exhibitors and exhibition stall designers go overboard with the messaging by trying to communicate too much through the booth graphics. And when you try to say too many things at once, people often don’t remember anything. Instead, you must narrow down the information and message you want to convey through your exhibit. For that, you need to identify a single, central theme. You must ensure that this theme or message aligns with your marketing objectives and strategy. Once you’ve identified the core message, you should convert it into crisp yet impactful copy. By keeping your messaging short and to the point, you can ensure that your messaging is well received.

Avoid doing too much

Art Exhibition

It is easy to fall into the trap of overdoing your booth graphics without leaving any empty or white space. Adding too much text and imagery can make the viewing experience tiring for the visitors, no matter how creative these graphics may be. Instead, leave adequate empty space between your graphics to give your visitors’ eyes enough breathing room. Also, leaving enough white space further accentuates your graphical elements and makes them stand out more.

Leverage long-range graphics

Long Range Graphics

Your booth graphics can be classified as long-range, medium-range, and short-range, based on how far they can be perceived by visitors from. Short-range graphics are the images and text that are only visible when your visitors are inside your booth and close to the walls. Medium-range graphics can be perceived from just outside the booth or across the booth from the inside. Most exhibitors and creative stall designers primarily focus on these graphics, and rightfully so. That’s because a major portion of the exhibit consists of these types of graphics. However, sometimes these creative stall designers overlook the opportunity to leverage long-range graphics. These are the kind of graphics that can be seen from anywhere in the exhibition hall.

Long-range graphics can be especially impactful when used at a height above the stall. Such graphics can call attention to your stall from afar and help in attracting more visitors. You can try using long-range graphics when the venue has a high ceiling or when you build an outdoor exhibition stall.

Ensure consistency in design

Graphics

Ensure that the layout, typography, and illustrations are consistent throughout your booth to give your exhibit a coherent look. Otherwise, your booth may look like a hodgepodge of random design elements thrown together, which signals a lack of professionalism. You must even maintain consistency in your choice of shapes and textures. For instance, if most of your booth graphics consist of round-edged shapes, you must avoid including the occasional sharp-edged illustration, as it can ruin the overall look of your booth.

Now you know how to go about creating captivating booth graphics. However, knowing what to do isn’t enough. You and your creative stall designer need to be able execute on your proposed booth graphic design. And this is where a lot of exhibitors face disappointment due to a lack of quality. If done badly, even the best of design ideas can look shoddy and make an underwhelming impression on visitors. That is why, it is important to partner with a creative stall designer having a proven track record of conceptualizing and executing excellent booth graphics.

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