Selecting graphics for custom trade show displays

Selecting trade show graphics, also called display graphics selection, means choosing the words, images, fonts and layout for backdrops, banners and signs. Good graphics are read in three seconds from the aisle; everything else is detail for later conversations.

This guide is part of the custom exhibit solutions series.

What hierarchy should graphics follow?

1. Brand name, high and large
2. One benefit, for example "Handcrafted furniture for trade"
3. One image, ideally your product in a real setting
4. Detail, at eye level only, such as key terms or a QR code

How should images be chosen?

Use high-resolution lifestyle images of your product in use. For furniture, styled rooms beat cut-out product shots because they show scale, materials and mood. Check that images hold up at full print size; a sharp web image can look soft at three metres wide.

Which fonts and colours work?

Bold sans-serif fonts at large sizes, with high contrast between text and background. Use your brand palette with one dominant colour and one accent. See selecting colours for event displays.

How large should text be?

Size text for viewing distance: about 2.5 cm of letter height per 3 m for basic readability, more for impact. See sizing promotional signs.

Which graphic materials suit each element?

See best materials for trade show banners.

How should files be prepared?

Build artwork on the printer's template in Adobe tools or Canva, include bleed, use the specified colour space and proof at full size if possible. Check every phone number, URL and QR code.

How do graphics and furniture work together?

Keep graphics above furniture height so pieces don't block them, and keep imagery calm behind real products so the furniture remains the focus. On a furniture stand, the backdrop image can show the same pieces styled in a room, linking graphic and product.

Which mistakes should you avoid?

Too much text, low-resolution images, graphics below table height, messages that don't say what you do and inconsistent colours between printers.

Which resources help?

Graphic designers, your exhibit builder, Trade Show News Network and the EDPA all offer guidance.

How do graphics differ by booth type?

In-line booths rely on the back wall and header. Corner booths need graphics readable from two aisles. Peninsula and island booths need graphics on several faces, often on towers or hanging signs, so plan a consistent message that works from every direction.

How do you brief a graphic designer?

Provide your brand guidelines, the printer's templates and sizes, the message hierarchy, approved images, the viewing distances and the booth layout. Ask for full-size proofs or scaled mock-ups placed on a photo of the stand.

How often should graphics be updated?

Keep core graphics evergreen and update campaign panels for launches or new collections. Avoid dates and show names on main graphics so they can be reused across a season.

How do graphics work with furniture on the stand?

Graphics should set the scene and leave the furniture to do the selling. A large lifestyle image on the back wall showing the pieces in a styled room, with the real pieces in front, creates a strong link between image and product. Keep graphics above furniture height so pieces don't block them.

How do you choose graphics for different audiences?

For trade audiences, include clear terms and a reason to talk (discount, minimum order, delivery). For consumer audiences, lead with lifestyle imagery and a feeling. Keep the brand the same; change the emphasis.

Related

Promotional signage solutions and steps to create eye-catching banners.