We know that exhibiting can be stressful but here at ASI we are always here to help you. To make the most of your event, we’ve put together some points on how to fully utilize your graphics and make an impression. Whether your graphics are for print or digital publication, there are some key aspects which should be considered to ensure you’re delivering a great piece of work.
What is the message? The great design projects begin by realizing a “big idea” and creating graphics is just the same. You should consider where your artwork will be seen and who it’s targeting. Within exhibitions, many graphics are applied to walling so this is a perfect opportunity to introduce your brand and make a lasting first impression. Most importantly, make sure you establish goals for the artwork so you can stay focused on the messages you want to convey.
What should you include? Most likely, you will want to include your companies’ logo but also consider including a tag-line, slogan or a key line of text explaining what you do. If you don’t want to overcrowd your wall, you could consider using simply logo or a statement image.
What are you looking at? Start by considering what people will see first and create a hierarchy from this. The object of creating a hierarchy is to direct viewers to the primary material ensuring information is easier to digest. Naturally the most important information comes first and becomes progressively smaller. The best forms of visual hierarchy are when you don’t even notice it. The starting point is normally to create a key focal point, typically this would be a large image or logo to draw attention straight to this element. It should be a great way with stir some intrigue. Next you capture their interest with some light information, headline or secondary image. Finally, now you have their full attention, you give more information.
Does size matter? Yes! But let’s hold the jokes to the end. Size is the easiest and most effective way to emphasize your visual elements. Larger elements are more likely to draw attention and create the first impression. With this in mind, you should consider how far someone will be standing from the graphics and the size of images and text. Does someone need to step back to see everything or move closer to read text? Understanding average eye levels and viewing distance is a priority and will likely dictate where key information is placed on walls.
Are you keeping it simple? Please, we are begging you, don’t overcrowd your artwork! Making your artwork too busy is going to do more harm than good. People won’t know where to look or which information is most important. If you’re considering using images, try and prioritize which images are better served to telling the story. Including spacing between images make it easier to distinguish individual images. Perhaps consider illustrations, greyscale photography or a simple colour palette to avoid a visual onslaught of information. On the other hand, some of the simplest graphics or finishes will create huge impact with very little effort. Never underestimate a plain wall with a feature logo – Sometimes that’s all you need.
Have you found your type? If you are going to use text in your artwork, knowing which typeface is right for you is key! For example, using a typeface with a serif is traditional and is seen as timeless and decorative. Conversely, a sans-serif style is considered modern and friendly while keeping a clean, minimal style. Sometimes, if you’re careful, you can pair two (or more) styles together to create eye-catching contrast, but whatever typeface and font you use, make sure it’s readable!
And, is it memorable? After all this, what would be the point if people don’t remember who you are or what you do? You’re sharing an exhibition hall with hundreds of other companies, some of which may be promoting similar products, so you need to stand out! Make your graphics captivating and interesting but remember to stay relevant to you and your brand.
We know, it’s not always easy but that’s okay. We’re always on hand if you need advice so get in touch with any questions.