There’s no denying that the graphic imagery in trade show displays factors greatly in determining success at a trade show. Your graphic displays are a direct reflection of your company and its message, and it’s one of the first things people will notice about your trade show display. Here’s how you can use graphic design more effectively to increase your ROI – return on investment – and make your booth display as successful as possible.

  • Go through the creative process…emphasis on the word “process.” It takes time and effort to get to the end result of a design project, and there are important questions that must be asked at the start of the process. First, you need to ask yourself what your company is really about, and what images will best reflect that. For example, if you are in the fitness industry, your imagery should parallel that, with pictures and graphics that show active people. Another step in this process includes consideration of how your company is unique. Think about your competition and what makes you different from them, and use this as another basis in your graphic design.
  • Keep your designs simple and let them speak for themselves. A common mistake among designers and marketing strategists is to overcrowd their trade show booth with too much imagery and text. The whole point behind graphic design is to convey a message using images and words. However, having too much of either –particularly text-based content – can convolute the message and detract from the visual aspect of the design.
  • Use your graphics to highlight particular products or services. Let’s say your company plans on exhibiting at a gardening convention, and you have just begun selling pre-made garden beds. Obviously, you’ll want some part of your overall graphic design element to showcase these garden beds and let consumers know they are now available. Your tradeshow displays should provide evidence of this.
  • Make sure your graphics align with your presentation. Graphic design alone won’t sell your product or service; in fact, it plays more of a supporting role in your overall exhibit. Your presentation and other informational documents are what really allow you to connect with consumers and make sales. However, your convention display’s graphics should clearly support your presentation to have the biggest impact.
  • Keep your designs consistent with your other marketing strategies. There is absolutely nothing wrong with trying something new and different when it comes to your trade show displays, but you do want to keep your graphic design element consistent across the board. This means using similar imagery to ensure your brand is easily recognizable, from booth display to informational brochures to your website. Doing this will help cement your company in people’s minds no matter what they’re looking at.
  • Check out what other exhibitors are doing. There’s nothing wrong with scoping out the competition at the trade show. Take note of which trade show displays have attracted the most visitors, and look closely at their graphic approach to see if there’s something that might be applicable to your company. Doing this will allow you to decide what is working and what is not and to make adjustments as necessary for future shows.

Graphic design may not be the end-all be-all of your business, but it does play a significant role in determining your company’s success. Trade show displays, in particular, should focus heavily on the design element, as visually-appealing booth displays are the ones that will draw the biggest crowds at the convention hall – and have the best chance of maximizing their business’s ROI.

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