Using Graphics In Trade Show Displays

When it comes to designing displays for a trade show

, a picture really is worth a thousand words. Images are the cornerstone of your design. They communicate your brand in the form of a logo, and they sell your product in the form of promotional images. Using these images wisely is the key to successful trade show displays.

Photo Basics

There are many types of photos that can be incorporated into an exhibit. Each has a distinct use or set of uses, and each has its advantages. The most common type of photo to encounter is actually your company's logo. In many cases, it is both image and text, but it is crucial. It communicates your existing brand, leveraging your previous marketing campaigns. It also helps build your brand in the eyes of new customers by connecting your merchandise with your name.

Apart from logos, the most common form of image encountered is typically a product photo. These photos showcase the merchandise itself, and can be anything from a professional shoot to a behind-the-scenes style self-produced spread. They can be combined in many ways and used in many ways, but always have the effect of introducing the visitor to the product.

Finally, there are the miscellaneous photos that introduce your company or your employees. These are less common to find at most displays for a trade show simply because they're not the best for marketing in most cases.

Using Your Logo In Trade Show Displays

The logo is absolutely key. It should be displayed prominently, and if possible it should be displayed above the heads of the crowd. It will without a doubt attract clients to your booth simply by being visible. If possible, get your logo included in any publications that the convention puts out and see if it can be used on maps. Your logo can always use more exposure.

Product Placement In Displays For A Trade Show

The best option for product placement is to actually have the merchandise available at the exhibit. However, even if you do have it available, you'll still need photos of it. Avoid the urge to use text in place of a photo. Images are more eye catching, and don't run the risk of being ignored like large blocks of text.

There are many ways to use images creatively. The best one for you depends on what you want it to accomplish. If you are trying to sell something that creates results not visible instantly (for example, a beauty treatment), then you should include photos of results. If you are focusing on a great production process to create your item, then include images displaying that process. Whatever your focal point, every image should be designed to complement that.

When It's Appropriate To Include 'Miscellaneous' Photos

Including photos not directly tied to your logo or your merchandise can be a danger because it can be distracting. Yet there is one situation where it can be very helpful: when you are launching a brand and a product at the same time. You can't leverage an established identity; you're still creating that. Introduce people to your company and your product at the same time. Have photos of your product throughout your displays for a trade show, and include photos of your staff if appropriate. Highlight your company alongside your product, and you'll get added recognition for both. Perhaps consider including a pamphlet at your trade show displays that explains more about your company.

It's very hard to use pictures improperly. If you include them, they will always attract attention and boost your visitor traffic.

by: Chris Harmen

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