How to make sure your event signage gets seen

And when it comes to event design, someone else’s point of view is a crucial consideration. Particularly when it comes to signage.

If the key information is too small to read from a distance, has poor colour contrast or is hidden behind a plant pot, it’s really not fit for purpose.

But while all this is true, today I’m going to address one thing in particular: height.

Height matters in event signage

I’m tall. So in a crowd I can see over the top of most people.

But I know not everyone can and I consider this when I design for events.

There’s a reason the adverts on the Tube are above the seats – that’s where almost everyone can see them.

Be it on roller banners or staging, you must put your key information where it can most easily be seen – and that’s usually up high.

Otherwise your attendees will not see your message and if they do, they’ll probably be distracted by your fancy trousers or shiny shoes instead.

Learn from my mistake

Early in my career, I made this error...

I designed a roller banner and put the website address right near the bottom.

It looked great on screen. I thought so, and so did others.

But then, at the event, once the banner was unpacked and put on the stand the problem was clear.

All the key information was blocked by the people and items on the stand.

The same applies to a stage backdrop. The lecterns, speakers and chairs can block the view.

So what’s the best solution?

Where to place key information

Depending on the height of your artwork, key information should be in the top quarter or third of your design.

This will be above (most people’s) head height and easier for visitors to see when they walk past.

Also, clarity is always a winner. The less clutter, the better.

Rather than including bullet points of benefits, let one strong headline and a powerful image do the talking.

Be it a product image or a lifestyle shot, try and connect with attendees as quickly as possible. Sell a solution through the image. Alternatively use an eye-catching pattern design instead of a photo.

Anything you want to communicate to visitors without speaking to them – put it at the top of your artwork.

Keep it simple

If you have space, you can add extra information below, but think of it like this:

Consider your event marketing as a three-course-meal. Your stand background or roller banner is the starter – a taster of what your company can do, to tempt people in. The rest of the information on your stand and your event staff’s knowledge are the main course, ready to follow up with more details.

Then to finish, perhaps offer takeaway merch like a tote bag, as a sweet little dessert.

Be seen on the scene

So, next time you’re planning an exhibition stand build, stage backdrop or pull-up banner, remember to think about your visitors’ eyelines and what else will be in your environment.

The main purpose of marketing is to be seen. Follow these guidelines and make it easier for in-person event attendees to spot you and learn about your services.