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| Source: Exhibitor Magazine, *see the source article, "10 Small Booth Graphics Mistakes" in the January 2009 issue. |
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| Exhibit graphics are like opening lines. In the three- to- five second glance typically afforded you by passing attendees on the show floor, the graphics in your exhibit space must clearly communicate who you are, what you are selling and what benefits your company’s product or service can offer them. |
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| “If your text takes more than three seconds to read, you’ve got too much text,” says Chuck Michel, manager of business development at St. Louis graphics firm Group 360 Communications. That means your graphics can feature a maximum of roughly 6 to 10 words and maybe an eye-catching company name or logo. Paired with an interesting image that also communicates your message or offerings, the text should complement the accompanying image to create a powerful, cohesive, can’t-miss message that stops people in their tracks and draws them into a conversation with booth staff. |
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| With only a handful of words in your arsenal, message selection is critical – and benefit statements are key. “Attendees only want to know what’s in it for them,” says Susan Shuttleworth, marketing manager at Hummelstown, PA-based TransCore. “For example, tell attendees your product ‘Cuts transportation costs by 20 percent!’ or that it can ‘Double your ROI.’ But don’t waste your word allotment to tell them how cool your company is or to list product numbers and specs. Attendees just don’t care. |
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| “When it comes to color selection, text color must provide a sharp contrast with the background in order to have full effect,” says Gwen Parsons, senior vice president of Nomadic Display, a portable – and modular-exhibit provider in Springfield, VA. “One must place text on a case-by-case basis, simplify the overall amount of text, and avoid using busy backgrounds.” Effective color combinations typically include dark colors (e.g. black, navy, forest green) on light backgrounds (e.g. white, lemon yellow, light blue) as well as light colors on dark backgrounds.” |
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| “Graphics text should be clear and easy to read, not artsy. “Your images, not your text, are your art, which means artsy fonts are unnecessary.” Artsy fonts are difficult to read, as they fight for the readers’ attention by competing with the image and distracting the reader by pulling the eye back and forth. Out of the three primary font styles – serif, sans serif, and decorative – serif and sans serif styles are the easiest to distinguish and read. |
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| The 2-foot zone across the top of the exhibit is the ideal location for text, says Adam Brodsley, principal of San Francisco exhibit-design firm Volume Inc. “It’s really the only unobstructed area on your exhibit’s back wall that people can see clearly in an aisle full of people.” If you absolutely can’t position all of your text within the 2-foot zone across the top of the back wall of your exhibit, make sure it doesn’t go lower than eye level, which is roughly 5 feet up from the floor. |
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