Exhibition Signage

When walking around a trade show or convention centre filled with exhibition stands, what is the first thing you notice about each stand? Nine times out of ten, you will first notice a sign, poster, or banner. Your impressions of this signage will help you to make a split second decision about whether you are interested in stopping at the stand to learn more or will just keep walking to the next exhibition stand.

Your signs do far more than show which company is exhibiting at the stand. While adding to and complementing the corporate and branding recognition, your signs should encourage people to want to find out more about your products or services.Showing the benefits a person will receive by using your products or services is a good way to use the signage space you have available. Instead of simply showing a large logo and the company name, your signs can provide people with reasons to stop and learn more. The most effective signs are those that ask the reader a question, such as, “Do you want more $$$ in your pocket?”. Most people will stop to discover how the product will give them money or save them money. This type of questioning sign talks directly to the reader or the passer by and attracts their attention on a personal level.

Obviously, you need to ensure your signage provides a true description of your product or service and is not misleading in any way. You can be sued for false advertising at an exhibition stand just as easily as when you advertise in any other medium. False advertising and misleading statements on your exhibition signage will not endear your company to prospective customers and will degrade rather than enhance your company’s profile in the industry.

Keep your signage text simple as people will not spend a long time reading a sign. You want a few very simple bullet points if you want to create a list of the features of your products. Often you can convey a clearer message to people using one or two words on your signs, rather than full sentences. Remember, that people will glance at a sign and decide whether to read on or not. You want signs that people can take in at a glance and will let people know what you are offering quickly. You will be able to go more in depth with customers who want further information at the exhibition stand, but you need effective signage to draw people into that discussion.

Your signs may the first thing anyone sees of your exhibition stand. If your signs are of poor quality, look unprofessional, or are too hard to read, people will be likely to miss your stand and move on to the next one. Professional signage will enhance and attract people to visit your stand.

Besides listing the benefits of your products in text, your signs can use pictures to attract attention. With new printing technology, you can create signs in almost any size. You can use computer technology to layer images, text, colours, and shapes, to create the signs that really attract attention. Whether you opt for digital printing, coloured vinyl decals, large format UV printing, banners or even old fashioned hand painted signage, make sure you create effective, colourful, and bright signs that will enhance your exhibition stand. Talk to your exhibition company, stand designers or graphic designers to discuss all your options.

Large Format Printing

Large-format printers are taking over the signage world. Once upon a time you would have your sign-writer, illustrator, screen printer or offset printer all working to make up your logos, lettering and images for you signage. Now, pretty much everything can be done cheaper and more efficiently with digital printing.

The term ‘wide format’ or ‘large format’ generally comes into play once we reach the AO and above sizes (1188mm x 870mm). It is not uncommon now to have printers taking rolls of media up to 3 metres wide.  Length is only limited to the actual roll length of the media (which can be anything up to 100 metres). What this means is that we can print huge banners without any joins or stitching needed. We can also print and wrap banner or canvas onto timber frames to produce entire ‘walls’ of full colour image.

As part of the digital printing revolution UV flatbed printers are also coming into play. These printers  also take the huge rolls of media but can print onto almost any substrate too including EPVC or FOREX, acrylic sheets, aluminum composite panels or even MDF and glass. The ink is ‘cured’ onto the substrate using UV lamps which gives a long-lasting, bright, waterproof result without the need for laminating or finishing.

Because the process used in flatbed printing is much easier and less time consuming than the old process of having to print onto adhesive vinyl, then add a laminate, then mount onto the sheets, the labour time is much reduced which in turn reduces the cost of producing prints.

Costs of large format printing have reduced dramatically in the last few years making the option of large graphics in exhibition stands, or point of sale displays, or in-store promotions much more of a reality for many smaller companies who have, in the past not been able to afford the old costs of screen printing or offset printing.

The effects achieved with these new methods of printing can be really quite stunning. We used to make lightboxes by printing onto a back-lit film then laminating this to a sheet of acrylic or similar. Now we can print onto the substrate direct, and by printing in reverse on the rear side of the acrylic for instance, the printed side will be completely protected and from the front appear to have a high gloss finish with a depth to the image which is not possible on vinyl.

Telstra Stand 2010

Whether you have a very specific idea of what you want for your exhibition signage or no idea at all, it is a good idea to get a professional graphic designer involved in your project. There are many pitfalls when it comes to graphic production – especially exhibition graphics which tend to be large format. You need to know your way around graphic software and the difference between vector and raster file types, print formats, RIP software, fonts, PMS colour matching, artwork resolution, output resolution, bleed, CMYK or RGB, crop marks, printer’s marks, etc. etc. If any or all of this is foreign to you, you need to employ a graphic designer.

Watch out for;
Resolution Issues
The most common problem when producing signage is image resolution. Whoever is producing your signage for you will be able to guide you as to what resolution they need the artwork to be. However it is not something you can fudge. Images need to be of a good enough quality so that when printed at full size, they don’t start to pixellate.

Exhibition signage comes under the banner of ‘large format graphics’. Generally, anything above your standard A4/A3 sizes which you can print out on office printers falls into this category. You may have produced some great looking flyers or have a cool new A4 brochure but this does not mean that you can use the same artwork to produce a 3m by 2 m banner for your exhibition stand. For the same reason, an image or logo downloaded from a web-site may look great on your computer screen but this will not transfer to printed material – especially at the large sizes required on most exhibition stands.

Don’t be too vague….
Unless you have your own in-house graphic designer you will be paying by the hour. To save wasting everyone’s time, make sure you know exactly what you need before you start. I’m not saying you need to know how it will look but you will need to know final output sizes and orientation, how many graphic areas you have available and what you want to say. Let your designer know your colour scheme and make sure you have good quality artwork of your logos and branding. A good graphic designer should be able to interpret your ideas but don’t be too vague, it will only cost you in re-draws later. Have a good, succinct brief outlining your company’s requirements and branding guidelines.

…..BUT, don’t be too specific
A pet-hate for any designer is the client who wants something ‘just like that new Coke ad’ or ‘that Nike poster’. You can certainly mention things you’ve seen that you like but if you are too specific, you are not giving the designer a chance to ‘create’ something new and eye catching specific to you and your company.

Be guided by your Graphic Designer
For example if you ask for a design with red letters on a green background and your graphic designer advises that this may not be very legible…… they’re not just trying to be awkward, they are using their knowledge and experience to let you know that this is not such a good idea!

Remember it’s your Project
Be ‘guided’ by designers working on your project but remember, ultimately you are the boss. Take advice on board but don’t be pressured into accepting something you don’t like or deem unsuitable. A good designer, whether it’s your exhibition stand designer or your graphic designer, should be able to interpret YOUR ideas and work with you to create something you are happy with. If you don’t agree with some of their ideas, tell them. It’s their job to create a solution to your brief, on your terms.

Here are some ideas you might wish to think about for your next exhibition or trade show stand;

1. Pull up banner stands

Pull up banners come in a few different sizes – usually 2100mm high. You can get different quality stands depending on budget and intended use. These can be a great option if you are planning to re-use your stand at different venues, or even if you want to use your banner stand alone after the show, maybe in your reception area of your office. You can also change the graphic without needing to buy a new stand so they can be a good investment.

2. Hanging Banners

Whenever you visit an exhibition hall, you will see banners of all shapes and sizes hanging from the truss. This is an ideal way to advertise your whereabouts in a busy exhibition hall. Also to attract attention before visitors even get close to your stand. Again, because of advancements in technology, these can be produced fairly cheaply. Obviously price will depend on quality of materials used but for a one, two or three day show you may only want something short term anyway.

3. Lightboxes

Lightboxes can be very effective. They can be both informative and attractive. Materials now can produce very good quality, high colour images on backlit film or banner. Custom made lightboxes can be made to any size or shape. They will literally brighten up your stand!

4. 3D Signage

3D logos can be made easily and cheaply. Usually shapes will be router cut from acrylic or similar and then glued to foam. The depth of the foam is up to you. This is a cost effective way of making your logo stand out (literally!) and also gives a very professional finish. Once again, if you wanted to keep your sign, you could always re-use it in your office space after the exhibition or trade show.

5. Vinyl Cut Signage

Vinyl cut is probably the most common way to display your logo. Vinyl is used in most shop front signage. It has a really nice smooth finish and can last for several years if applied correctly. It is also one of the most cost effective options to display your company logo. You will just need to supply your exhibition company or signage company with an electronic file and they will do the rest.

One final tip – shop around. Prices can vary a lot. Also, if you order more signage/printing price will often come down per item.

Firstly, consider the message you want to send to prospective customers. A good three to four word slogan that is memorable will often help customers retain the image of your exhibition booth in their mind. Signage works in three ways: it attracts attention, aids customer’s memory of your stand, and presents a professional image of your company.

Graphics and pictures will help to attract attention to your stand. If you have a graphic of your company logo, ensure it is hanging in a visible location on your exhibition stand. This will enable customers to associate your stand with your company, and the brochure they take with them.

Remember that the customers will likely pass many other exhibition stands in the day, and will collect promotional materials from those stands too. When reviewing the catalogues or brochures, they need to be able to associate the materials with the right stand, and good graphics and signs on the stand help to do this.

Secondly, consider the space you have available. Pop up display stands and banner stands will help to utilise the limited space and show the company’s banners and signs on your exhibition stand. Consider carefully the design of your exhibition booth. If you are using a modular exhibition stand, you need good signage to help your stand differentiate itself from its neighbours.

Once you have decided on what signage and graphics you will need, hire the appropriate banner and display stands and have the signs professionally produced, as hand painted signs look extremely unprofessional at a trade show. Hiring the appropriate exhibition equipment, such as the banner stands, ensures your stand portrays the professional look you want your company to present.

Finally, once the exhibition stand is set up, have a good walk around the exhibition.
Consider these questions:

• At what point can customers start to see your signage?
• Are the signs obstructed by your product displays, brochure stands, or other items, or do customers have a clear view of them?
• Are the signs been placed in such a way to attract attention down the aisles of the exhibition or spaces where people will gather?
• Will the signs encourage passers by to stop at the stand?
• Can you see the signs from all directions the stand can be approached by prospective customers?

Good exhibition stand design, combined with well-planned and displayed graphics and signage will ensure your company attracts attention at the trade show or exhibition. Consider carefully the display design and how to best display the signage which will help attract potential customers to your exhibition stand for the best results on the day.