Infographic techniques are the best way to create strong, memorable, best practice trade show graphics.
Infographics are all the rage in content marketing, largely because busy professionals appreciate content delivered in easy-to-digest granules. What exhibit marketers can learn from this trends is that clear, bold statements, supported by iconic images, do the job of communicating your message far more effectively than a long list of bullet points.
3D Exhibits shares six best practices for integrating infographic techniques into trade show exhibit graphics:
1. Start with your takeaway. Select the point you're trying to make, then make every other design choice (color, symbol, image etc.) as a means to communicate that point. Too many people get sidetracked with ancillary messages and add unnecessary visual clutter that ultimately decreases the graphic's readability and impact.
2. Make sure your point is something that matters to your customers—and not just to you. The more your audience cares about whatever your graphic conveys, the more likely they are to notice and remember your message.
3. Let numbers and statistics speak for themselves. 30% savings is a big deal—as is a 25% increase in productivity or a 15% decrease in waste. Focus attention on these numbers and statistics by placing them in larger type than the rest of your message. Once the booth visitor sees the number, she will most likely read the rest of the statement to put the percentage in context.
4. Integrate simple icons to underscore your point. Think light bulbs, barbells, arrows, plus signs and other symbols that articulate your point.
5. Create images that can be understood intuitively. This photo of a military jeep with a suspension superimposed clearly articulates that vehicle suspensions are this company's specialty.
6. Use your graphics as a springboard to a deeper dive. Once you've made a claim or shared data, your real prospects are likely to have more questions. Rather than squeezing all of that information onto your graphic panel, use the graphic to drive the next stage of engagement. This could be interaction with your exhibit staff or it could be a means to download more information via web link, QR code or iBeacon.
Are you using infographic techniques on your exhibit graphics? If you are, email me some images at ngenarella (at) 3DExhibits (dot) com.
