Small Booth Graphics Mistakes – 10 Traffic Killers

Experts say you have three to six seconds to capture the attention of the passing attendee as he/she strolls the aisle. During that time, you must somehow draw their eyes to your message, cause them to consciously focus on it as something of interest, and convince him/her that there may be a benefit in stopping to look more closely. Big exhibitors can sometimes accomplish this by sheer size. Smaller participants, on the other hand, must depend largely on striking visuals to break through the clutter.

DisplayExhibitor Magazine has published its list of theten most-commonmistakes small exhibitors make with their booth graphics. Take them to heart. Avoid these mistakes, and your graphics will score every time.

1. Too many words
Use a maximum of 6-10 words. If your message takes more than three seconds to read, you have too much text. Those words, combined with a striking image and company name or logo can offer a can’t-miss message that will draw them into a conversation with booth staff.

2. The wrong words
Attendees only want to know what’s in it for them. Use your words to give them a benefit or solution, not to give product details. Tell them how cool your company is.

3. Competing colors
Text color must provide a sharp contrast with the background. The most effective color combinations include dark-colored text on light backgrounds, or light text on dark backgrounds. Avoid busy backgrounds, and applying text over images. Always avoid using red on blue, or black on any dark color.

4. Artsy fonts
Avoid decorative type fonts – they’re hard to read. Your images, not your type, are your art. Use only bold serif and sans serif type.

5. Tiny typeBooth Graphics
Type should be a minimum of 1 inch tall for every 3 feet you are from it. Since most attendees are at least 12 feet away when they pass, your type should be at least 4 inches tall.

6. Text too low
The 2-foot zone across the top of your exhibit is the ideal location for text. It’s the only unobstructed area people in the aisle can see clearly. Type should never be placed lower than eye level (usually about 5 feet up from the floor).

7. Too many images
Use one large, dominant, well-cropped image rather than several smaller ones. Less is more. Without a dominant image, your exhibit has no focal point.

8. Poor image quality
Use only high-resolution images. Blurry or grainy photos are difficult to look at.

9. Bad lighting
Position lights every 2-3 feet. More lighting adds brilliance to the colors of your graphics. Low lighting causes your images to fade away, even in a well-lit hall.

10. Nicks and dings
Clean and maintain your graphics properly. Use only a professional laminator. Get a helper, or be extra cautious when handling graphics alone. Place protective plastic or paper sheeting between graphic panels. Clean them carefully, and don’t allow cleaning materials to seep in around the edges.