Attracting prospective clients is one of the main objectives at every trade show, and every exhibitor has their own strategy in place for achieving that objective. Some organizations don’t put a lot of resources into the booth atmosphere, relying mainly on their sales representatives to personally engage with attendees and explain and demo how various products or services work. On the other hand, there are the exhibitors who aim to bolster the sales team’s efforts by creating an engaging environment blending booth design and technology to ensure that the exhibit will stand out from the crowd and gain the attention of the attendees.
One sure-fire tactic that every exhibitor should deploy is using visually stimulating graphics in their booths. Visual elements can help an enterprise create a dynamic, eye-catching display that ensures attendees will be much more likley to visit a booth instead of walking by without a second thought.
Of course, implementing graphic design isn’t the easiest task. Here are 3 factors that can help exhibitors create compelling images that grab consumers’ attention – while simultaneously enhancing brand recognition.
When it comes to graphics, the first factor to consider, before materials, color, imagery or anything else, is the size. However, there aren’t any universal dimensions you can use. When scaling the size of the graphics to that of the booth, some companies will try to design something on the large end of the spectrum that can then be reconfigured for a smaller booth size; this approach can make it easier to maintain brand consistency across different sized exhibit spaces. It also helps prevent additonal charges if the display for one show is too big for a different event.
The colors included in your graphics can make or break your display as a whole. The wrong shades and tones can ultimately lead to a visually displeasing presentation that consumers want to avoid.
According to Startup Nation, colors can be organized from “left to right, light to dark.” This ensures that attendees can easily follow the color scheme and pick out important information. Attendees look at graphics the same way they read script, so this makes it easier to “tell a story” through your images.
If you don’t use the traditional left-to-right structure, you run the risk confusing your audience. With so much competition for attendees attention, when attendees aren’t sure right away what your company is trying to say through its visual elements, they’ll likely tune out and simply ignore the rest of your exhibit.
As far as what colors to use, your overall corporate identity has likely already made the choice for you. The shades and hues used in your logo and advertisements are the ones that should be included in your presentation.
Continuity, which we touched on previously regarding size, is crucially important when it comes to brand recognition. This means that it’s necessary to use the same colors in all of the marketing materials. If you happen to mix up the color scheme between your booth and other marketing materials, leads won’t have the opportunity to identify your company.
Stationary or movement?
Finally, you have to decide if you want your graphics to be static or dynamic. Both options have their advantages and disadvantages so you have to carefully weigh them before making your final decision.
If the main objective is brand recognition, a static display of brand identity elements may be the best choice. Meanwhile, the latter is the more effective option if the goal is to simply to attract attention. Adding motion to your graphics can ensure that consumers will see your content, which can lead to new leads and sales. Additionally, this strategy allows you to include videos in your booth to truly differentiate yourself from the competition.