Branding display stands: How much branding?
Rule of thumb, when visitors walk past they must not have to stop and read to know what your message is. If they can’t read / understand while they walking past, then your text is too long or too small or your artwork is too complicated, this will have a negative effect, and if this is going to be the case rather remove the artwork all together. Any graphic design company should have this embedded in their minds.
Display stand texts: How much text?
My piece of advice here is, do NOT have too much text. But how much is too much?
This is something I could write for days about. To understand the point of artworks and branding. Look at it from a human’s “organisms” perspective if I had to put it blatantly. When you look at a wall with the word ‘WALL’ written clear and big on it, then imaging you looked at a wall with 10 smaller words all different ‘wall’ ‘paint’ ‘holes’. The chances of a human’s natural state of mind to stand and read all these words aren’t near as high as a human reading a single word, I mean come on, if you see this randomly in a mall you can’t help but notice it.
This is when exhibitors mess up their marketing strategy. If you want a bunch of messages brought out, don’t put it all on your stands branding. Hard copy brochures are for this. These are for when visitors are actually ready to sit down and read, this is when your other messages can get across to them. People can’t walk and concentrate on a cluttered branded stand at the same time. So exhibitors need to sacrifice those unnecessary messages.
(1) Below is an example of an exhibition stand of our own, we have 3 key services “exhibition stands” “shop fitting” “corporate branding”. Within those 3 services we have plenty different products, though there is no point in enlisting them all. These would be in our brochures.
(2) Below is another example of a correct way a client has branded their display stand. As you can see, they showcasing one message and their company, they are exhibiting at an exhibition called “Cloud & security Conference”. Any visitor who attends is going for the purpose of cloud services, no one would attend for mining equipment, so there is no reason to explain what “cloud” & “internet” is.
(3) Now below is a client who was clueless on how to brand their stand (I did try to help though didn’t want my advice, hmmm). I would even bet money that no one, not even the exhibitor themselves read their artwork.
Looking at these three exhibition stands, you can see for yourself how much text you would need
Display stand images: Photos and pictures?
Here is difficult to go wrong, though there are a few points to make note of. Think about a collage of images, what this actually does is throw a bunch of colours in your display stand that could make it look confusing and too busy.
It is a better idea to use single large images if they are colour and vital, else having grey scale images is a solution to keep your display clean and understood.
Branding display stands: visuals & illustrations
Having visuals to get your message across is more beneficial than text. For example: if you supply Wireless Technology, to have a visual of a ‘Wi-Fi’ symbol or a ‘Radio Tower’ symbol someone can understand what your company does by looking at your stand for just a second. This is the best approach possible, though this can be a challenging part for some as having clear visuals aren’t always as easy as pasting a Wi-Fi symbol.
Having simple wording understood by your target market can also be beneficial, or even better having both ‘radio tower accessories’ with a radio tower visual next to it is perfect. The goal here is to just keep it simple enough for a passing visitor to look for three seconds and understand exactly what you do. Another thing to be careful with is once you start putting NEW technology names or captions for example ‘Radtelopy networking’ this might be a new product that you are launching, though you need to be careful as your target market might not know what this means exactly when walking past your stand and might not think it would be relevant to them, which it could be.
It is always a good idea to have your main service big and easy to read, then sub sections with services relating to it. But these sub sections must not impound on your main message ‘wireless technology’. Because a visitor would read this first. Then understand they are in that industry, and they will then look into it further.
Branding display stands: Hints how to showcasing your logo:
Displaying your logo correctly is very important as this is the entity any clients would be dealing with. They not necessarily meeting ‘you’ they are meeting your brand / company. You are just an asset assisting the company, you not selling yourself you selling the company or brand.
Your logo should be larger than any other sub logos or product logos you supply. Even though in most cases your product logo would be the well-known brand and might attract visitors.
Always remember. Unless, you are the only supplier of such product in the country it might be a good idea to have the brand more prominent. But you still showcasing your company and the service you bring. You are trying to get potential clients to remember your company. The question is, will you be selling a specific brand or product for eternity? Because, unless the brand is a part of your actual company. These will likely change as technology and new brands arise.
Your logo should not be stuck on every part of your expo stand. You should have one large or attractive logo visible from 80% of all directions. As well as being the most appealing section of your exhibition stand. Having your logo being a light box or CNC cut attractive feature is a simple easy way to accomplish this.
Branding display stands: The colour scheme of your stand
Obviously should always be your corporate colours and flow with your logo colours. The only reason one should make adjustments here is if your colours are purely dark. Also, if you would need your display to be brighter. I mean, even if you have plants and flowers on your stand, try source flowers with your corporate colours.
It is very easy to turn a nice exhibition stand into a busy eye sore stand. If ever you stuck with what colour to choose for furniture or flooring etc. Which are standard items which might not be available in your corporate colours, simply go white. This colour is natural and can never go wrong.
Branding display stands: Pix-elated artworks
Who can notice this if a large picture on a banner or something is slightly pix-elated? Though as soon as text or a descriptive visual is pix-elated, this starts to affect you negatively. Pix-elation effects visitor’s eyes as their eyes try and fail to focus. This subconsciously creates frustration that they might not even realize it’s happening. Have your artworks all vector based, is great, or at least all text and visuals to be very high resolution if you can.
Strategies in graphic design for display stands
One of the most challenging obstacles in an exhibition hall is standing out from the competitors, this is a whole topic on its own.
A few tips to think about when designing your graphics for your exhibition stands, to at least not hurt your display.
Strategies: Sight lines in the exhibition setting
Your stand’s graphics should not be hidden or obscured by the venue’s features, your competition or perhaps the visitors themselves. The last thing you want is for things to get in the way of your visitor’s sight line to your vital message. Simply have important visuals and text above the standard human height 1.8m.
Strategies: Using Graphic design as an additional sales resource
You will only have so many sales reps on your stand, so having artwork guide visitors that you aren’t able to attend to is also important.
Having a visual trying to get a visitor to grab a brochure, or if possible take a seat and wait for a sales rep to assist them should be something you try to do.
Simple: a big arrow pointing to a brochure holder saying “the NEW lobster pump”, okay this isn’t ideal, you should have enough reps, though this could help get potential clients to get in contact with you.
Having artwork or diagrams of your service can also help sales reps present better at the event. Areas where reps can do a mini demo / conference is a good way to inform visitors on a bulk level.
In Conclusion for branding your exhibition stand
Keep artworks simple, text short and logo big. And remember you going to have humans looking at your artworks, so there is no reason not to use comedy & witty captions.
Above is a slogan from a courier company in South Africa, now tell we people won’t notice this:
Easy enough right? Good luck.
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