About Pickering Creative

When it comes to tradeshow design, the possibilities are literally endless. With so many different tradeshow options from banners to large islands and everything in between, it’s easy to be overwhelmed when it comes time to actually designing the graphics. Luckily, if you follow a few tried and true rules that Pickering Creative Group employs, you’ll be well on your way to creating visually captivating and memorable graphics.

1. Planning and Layout
   Before designing any graphics, be sure to have a solid plan in place for your tradeshow event. Working with Pickering’s Exhibit Services Manager, Janet Wurtz, will help to ensure that your event is coordinated properly, timelines are established, and the proper design templates/files are used. By planning correctly, you can avoid having a chaotic setup or having to rush to fix layout errors. Combining a solid plan with a well-designed out layout can greatly increase the likelihood of a successful and stress-free tradeshow event.
2. Logo Placement/Branding
   If visitors cannot quickly identify who you are, there’s a good chance they won’t remember you. Placing your logo in the top third of the display will ensure that it can be seen over people and other display objects. Depending on the display, it can also be important to place your logo and URL on other components such as banners, streamers, header graphics, and hanging signs. Also be sure to use consistent branding colors throughout the display, so that even if visitors can’t readily see your logo, they’ll quickly identify with your brand’s color palette.
3. Using Images
   As tempting as it might be to show multiple photos representing who you are and what you do, you’re often better off using a large image/graphic that occupies the entire design and creates more excitement. This will create a visual impact from a distance, giving casual viewers a more distinct idea of who you are. This also has the added benefit of creating a simpler backdrop devoid of clutter. A good example of this is billboards: the most successful billboards keep messaging simple by using one distinct image or graphic that is quickly identifiable. If your design requires multiple images, be sure to choose ones that can be easily recognized from afar.
4. Copy Happy
   You have a great business or organization and you have lots of information you need to tell visitors. This is fine; just don’t place it all on the exhibit! Most of your visitors will be meeting with you and your other reps to learn this information through conversing and presentations. Beyond your tag line and website URL, if you need to place more information, be sure to reduce it down to a few key bullet points. Any additional information should be offered through conversation or collateral material such as brochures.
5. Rule of Thirds
   Avoid placing copy and/or important visual elements in the bottom third of the graphics. There’s a good chance they won’t be read or seen because of people or other objects obscuring their view. As an example, a poorly placed QR code will have almost no chance of getting scanned if it’s below eye level.

There you have it. A few simple steps that will ensure you’re on the road to tradeshow domination. Of course, if this is all a little overwhelming, take comfort in knowing that the designers here at Pickering adhere to these rules and can help you with your next big event. For further information contact Ben Yelkin at 402.423.5447 or email ben@pickeringcreative.com to learn more.