If you are getting ready for an expo, remember that far too often do exhibitors talk about ‘eye catching’ artwork or ‘beautiful’ design.
Keep in mind that this is not measurable data. Instead, if you are preparing artwork for your exposition, you want to consider a few different things.
Why are you going in the first place?
You need to consider your goals and objectives before you can ever prepare artwork. Why are you going to this expo in the first place? You need measurable objectives before you are able to do anything.
What shows will you attend?
You can prepare artwork all you want, but you have to consider whether there are any possible limitations or drawbacks. Is this a regional or national show? Is this going to be vertical or horizontal display? These questions will affect your artwork options.
What do you want from your stand?
Contrary to what most people may think, this is not merely about design, but more about the mechanical requirements of your stand. It matters whether you want this stand to be ‘fitted’ or whether you want it to be adjustable.
There are a number of different considerations to make when preparing artwork. These are three of our favourites that will help you in the design process:
- Keep it simple – You do not need to let people know everything you do from the first second you meet them. Elaborate designs with too much text and too many images are going to feel overwhelming. You have about three seconds to make a first impression – your visitors should not still be reading what it is you do. If someone steps in for more information, THAT is when you give them detailed information about your product or service.
- Brand consistency – You do not want your exhibition stand to be different each time. In fact, choosing right the first time allows for brand consistency while still allowing you to change images or messages. This builds up trust and credibility. People should be able to recognize your brand in the first few seconds.
- The target audience – You will be unable to produce a single piece of artwork that speaks to each audience. You want to target the audience of that specific show with your artwork. What is it that your audience wants to achieve? What about the competition you are going to face at a particular location? These are things to consider before generating or commissioning your artwork.
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