Mel White
Mel White is the VP of Marketing and Business Development at Classic Exhibits Inc., a designer and manufacturer of portable, modular, and custom-hybrid exhibits.
Trade Show Graphics? NP – I Gotta a Cousin
February 8, 2015
Hire a “Trade Show” Graphic Designer. Most designers don’t understand trade show graphics. Hire someone who does. Your graphics are as important as your physical display, if not more important, and they can make or break your presentation.
Up or Down. What elements will be seen up close or across the show floor? It matters. Avoid putting important elements at floor level. Higher elements will draw your customer’s attention several aisles over. There’s a micro-brewery in Oregon with a BIG sign: FREE BEER. When you get closer, the sign reads: FREE wi-fi | great BEER. I fall for it every time.
It’s a Display. Not a Brochure. You want your messaging to be clear, concise, and to the point. Leave the details for the brochure or the website. Keep it simple and impactful. Avoid clichés like “New and Improved” and “World Leading.” The message should be easily digestible in 10 seconds or less. Treat it like popcorn for your eyes.
Image Quality Counts. Photos should be high resolution or vector, especially for your logo. Always have native, clean artwork for projects. This is critical! Spend the extra money to get good quality stock photography. It’s not that expensive and it will make a HUGE difference in your booth. Word of warning . . . hand your business card to your designer for your logo, expect to die.
Details. Details. Details. Have a rendering done with your graphics. It may change how you see the message. Know where accessories like shelves and monitors are placed. Exact measurements are critical. Too many times the graphics arrive and they look amazing, vibrant, and perfect . . . until you realize that the monitor cuts off half of your logo. Finally, have someone who TRULY cares about spelling and grammar read your copy. I once saw a display for a university with the following – “Go Where Sucess Matters!” It made me cry.
Coherence. Your graphics need to tell a coherent story. If you have multiple products, find a way to tie the color, design, and copy together. Don’t re-invent the wheel with each individual graphic. You want the overall design to work together -- not confuse. Save the collage for your next papier-mâché project.
Color is Your Friend. Reference specific Pantone swatches when color matching. This goes back to working with a professional. Trade show graphics are notorious for being tight turns. No one wants to have graphics shipped directly to the show only to discover that your corporate mustard yellow logo printed as peach or pea green.
Fonts are Your Friend. One or two fonts is enough. Three fonts is pushing it. Any more than that and you’ve got an identity crisis on your hands. Look for clean, easy-to-read type and then if you want a little flare, add an accent font that is more unique. As a side note, avoid any fonts with names like Giddy-up.
Scale Matters. Seize the day! Go big! Think about what you want people to see from three aisles over. Show them something that compels them to visit you.
Swallow Your Pride. This is for graphic designers. If your client wants to do something really dumb and you've advised them why they shouldn't, then swallow your pride. They'll learn. They can only make the same mistake so many times before a) they learn, b) they start listening to you, or c) they lose their job.
Share your tips for AMAZING trade show graphics.
Partner Voices
Overview:
The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality.
In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way.
“We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.”
Amenities:
The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.
The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience
The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need.
Gold Key Members
The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events.
OCCC Events:
This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.
The Center’s top five events during their 2022-2023 fiscal year included:
AAU Jr. National Volleyball Championships 2023
200,000 Attendees
$257 Million in Economic Impact
MEGACON 2023
160,000 Attendees
$205 Million in Economic Impact
Open Championship Series 2023
69,500 Attendees
$89 Million in Economic Impact
Sunshine Classic 2023
42,000 Attendees
$54 Million in Economic Impact
Premiere Orlando 2023
42,000 Attendees
$108 Million in Economic Impact
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