Did you know you only have three seconds to make an impression on visitors at a trade show? In a sea of competitors, how can you stand out and catch the attention of passersby? It starts with on-brand trade show signage that grabs the eye and brings people into your exhibit.
If you’re not sure what to put on a trade show banner, this blog is the perfect place to start. Let’s explore how to create visually-appealing trade show signage that stands out and accurately represents your brand.
Make Sure Visitors Can See Your Signage
Before you select the imagery and copy for your signage, it’s important to choose the right size. There are three main sizes for trade show signage.
Long-range signage can be read from at least 100 feet away and usually takes the form of a hanging sign, tower, or canopy. Make sure your overhead trade show sign is displayed as high as show management will allow. Visitors should be able to quickly identify your brand via your name, logo, or signature product.
Mid-range signage should be visible from 10-50 feet away and is designed to bring people to your exhibit. It can also include information like your tagline or value proposition. If people are at a neighboring exhibit or walking through the aisles, this signage should quickly grab their attention. Mid-range signage is usually hung around 5-8 feet from the ground.
Short-range signage should clearly convey your brand’s messaging once attendees have entered your exhibit. Your short-range signage should include more detailed information about your company and the products/services you offer. Make sure your trade show booth backdrop is clearly legible from within 10 feet and hung at eye level.
Clearly Convey Your Brand Messaging
Your trade show signage will be most impactful when it’s consistent with your brand identity. Signage should convey your value proposition just like a quick elevator pitch would. Tell visitors how your product or service will benefit them and leave them wanting more. Once you pique their curiosity, they’re more likely to talk to your staff and might even turn into leads.
Here are a few more takeaways when it comes to branding your trade show signage:
- Signage should reflect your brand’s personality. This might run the gambit from playful to formal. Regardless, your trade show signage should clearly convey your brand identity to visitors.
- Signage should stay within brand standards. While your signage should be eye-catching and visually appealing, make sure it’s in line with your brand logos, fonts, and colors.
- Only use one CTA on your trade show signage. Placing a CTA on your signage is the best way to gather information on prospects that you can use to your advantage later. If you offer a coupon or deal, be sure you use a unique code for tracking.
- Create signage you can use in the long term. Trade show signage can be expensive. Make sure you’re creating evergreen, reusable collateral for your exhibits.
Choose the Right Color Palette
Color is an important aspect of trade show signage and helps create the overall feel of your exhibit. Like the other aspects of your signage, the color(s) you choose should accurately represent your brand’s personality. Color should help you stand out from the crowd, but not at the expense of being aesthetically pleasing.
You might want to consider color psychology when designing your trade show signage. Here’s a quick overview of the emotions that are commonly associated with each color:
- Red: power, excitement, energy
- Orange: energy, playfulness, modern
- Yellow: positivity, warmth, cheerfulness
- Green: wealth, growth, freshness
- Blue: trust, peace, calmness
- Purple: sophistication, luxury, wisdom
- Brown: reliable, eco-friendly, simplicity
- Black: timeless, valuable, sophisticated
Don’t Be Too Wordy
The most impactful trade show signage is concise and to the point. In general, you should use ten words or less on your mid- and long-range signage. Just like color, the copy on your signage should reflect your brand’s personality and support your business goals. It’s important to include your tagline or slogan (if you have room), since this helps differentiate you from the competition.
Like all advertising copy, your trade show signage should emphasize how your products and services will help visitors. Emphasize benefits over features to create powerful messaging that brings people to your exhibit and turn them into leads.