This is the best example I’ve ever seen, of all the signage sins on one stand:
SIN NO 1 – not having your company name, just above eye-height, within the stand. It is a really false economy to rely on your name on the fascia board. Traditionally, exhibition halls have ugly ceilings, with lots of piping and ducting, so organisers work hard to ‘ground’ the eye. Visitors obtain information on your company, from graphics inside the stand.
SIN NO 2 – the more you give visitors to see, the less they see. This rule applies to product and graphics. It takes a visitor 7 seconds to walk past your stand, so what information would you like them to absorb in that time, about your company or products.
SIN NO 3 – ‘features’ are what a product is, or does and ‘benefits’ are what a product does for the customer. People buy benefits, not features yet most exhibitors festoon their stands with lists of features. A single benefit statement, aimed at your target market is far more effective.
SIN NO 4 – what do you do? I know that it is totally obvious to you but is it clear to the visitor. I remember judging a stand that was filled with plain white boxes. There was no signage to indicate if the company made boxes, or if the boxes were filled with product, or if the boxes were a give-away and the company did something different. If I had to ask what the company was selling, then how many visitors didn’t know either.
SIN NO 5 – never rely exclusively on a product, brand or company name – you know who or what they are but does the visitor, particularly if you are exhibiting for new business.
SIN NO 6 – never put stand graphics below eye height because they will be totally obscured by product and people.
Exhibitions are a cluttered visual landscape, so keep your stand graphics simple:
Who you are
What you do or sell
A benefit statement