Creating Graphics That Sizzle and Sell

Giltspur's newsletter "Bottom Line Exhibit Marketing" recently featured the following advice on developing effective exhibit graphics.

Simple, clean, concise

The very things that make trade shows exciting - bright lights, crowds, vivid colors, constant movement - make graphic communications a difficult challenge. How do you get attendees to focus on your booth among all these distractions?

"Simplicity in design is critical," says Chris Kolesnik, graphics design director, Giltspur/Boston. "Striking images, concise copy and clean, legible typefaces all help to establish an instant connection."

"Nine times out of 10 the image will be the most important graphic element," says Martin Sickafoose, the manager of graphics design at Giltspur/Pittsburgh.

"Compelling images, particularly those with human drama, will lead attendees to read your headlines."

Graphics design 101

As with all communications, the starting point for effective exhibit graphics is having an in-depth understanding of the medium (the show floor), message and audience. Related design issues should be considered in the upfront planning for each major show, so all elements of the booth help support a unified marketing strategy.

"What works, well in a print ad or brochure won't necessarily have the same impact as an exhibit graphic," says Sickafoose. "The differences in size, proportion, lighting and context greatly affect what's communicated to the viewer. For example, a photo of a catheter might look great in an ad but ridiculous when blown up to fit in a 30" by 40" panel."

Other considerations cited by the design experts include:

• Legibility - Make certain the type sizes aren't too large or small (a common mistake), line length and character spacing are appropriate, and the color contrast between the type and background is sufficient.
• Photography - Original, high-resolution slides or negatives offer the best results; large transparencies have significantly more show-stopping power than most reflective print work.
• Lighting - "Hot spots" in the booth or facility can make some high-gloss graphics practically disappear, especially those high above the floor.
• Placement in the booth - Will any equipment, plants or props block the view of the panels?
• Readability - Are key messages at eye level? Is the copy easy to read?

The most significant new graphics development in the last few years has been the explosion in the use of digital technology for both design and production. While the resulting benefits are well-documented - faster turnaround times, greater design flexibility and customization, and more innovative applications, e.g., large-scale backwall murals - the tremendous variety of design options now available can cause other problems.

"The idea that `more is better' certainly doesn't apply to exhibit graphics," says Kolesnik. "Everyone now has access to dozens of type fonts and a whole palette of colors, but it takes discipline and design expertise to use these tools properly."

With digital technology, images and copy can be easily customized for each show. This gives you a cost-effective way to "freshen up" the look of your booth, which consequently can now be designed for longer use.

High-tech simplicity

On the surface, recent trends in exhibit graphics may appear contradictory. More and more exhibitors are incorporating multimedia presentations into their booth. Yet many also are returning to more traditional design elements - toned-down colors, high-impact imagery, clean lines.

In reality, both developments support the two fundamental principles of exhibit graphics: Attract attention and deliver your message. Once your graphics have done this (in less than five seconds), it's up to your well-trained staff to turn all these interested attendees into real prospects.
- Reprinted from Bottom Line, a Giltspur publication, 708-250-9030.