Strategic Placement of Trade Show Signage: A Guide for Trade Show Centers

JANUARY 9, 2024| DillonShane

Trade shows are bustling hubs of activity where every detail contributes towards the event’s success. Among these details, the strategic placement of signage plays a critical role. This guide delves into the best practices for using and placing different types of signage around the most common areas throughout an event center – to not only optimize visibility but also efficiently direct foot traffic and create an engaging experience for attendees and exhibitors, alike.

Understanding Your Space

The first step in strategic signage placement is understanding the layout of your trade show center. Identify key areas such as entrances, exits, registration desks, main stages, breakout rooms, and facility centers like restroom locations and dining halls. This spatial awareness is vital for determining where your trade show signage will have the most impact.

Trade Show Entrance and Exit Signs

Welcoming attendees to your event space starts at the entrance. Large, stunning banners or digital displays will set the tone for the event. Ensure these signs clearly showcase your trade show’s theme or main sponsors. On the flip side, exit signs – while often standardized for safety – can also include branded information that gives thanks to your attendees or provides details about post-event activities and even future trade shows.

Wayfinding & Directional Signage

Navigating a trade show should be an intuitive process for every guest. Use clear, easy-to-read wayfinding signage at strategic points to guide your attendees. Floor graphics can be particularly effective for this, leading visitors along predetermined paths to key areas. Additionally, overhead banners provide guidance from a distance, making them ideal for large, open spaces.

Exhibitor Signs

Exhibitors are the heart of any trade show. Each booth should have prominent signage that is uniform in size and style to maintain a cohesive look throughout the event. However, you should still encourage creativity within these parameters to allow exhibitors to stand out and attract attendees. Additionally, consider whether your trade show floor can be broken into designated “sections,” categorized by booths that are related to one another – which will further help attendees locate the exhibitors they’re most interested in.

Informational and Promotional Signage

Information booths are essential for large event spaces. Place these booths in centralized, easily accessible locations and use vibrant signage to highlight their presence. To drive promotional content, digital signs can be strategically placed in high-traffic areas to display rotating advertisements, event schedules, and even event-related social media feeds.

Safety and Compliance Signs

While it goes without saying, an event space should never overlook the importance of safety. Ensure that all necessary health and safety signage is visible and meets regulatory standards. This includes emergency exits, first aid stations, ADA-related signage, and more.

Leveraging Technology

Advanced solutions like QR codes and interactive elements can add an innovative layer to your trade show signage. Use these technologies to offer additional information, interactive experiences, or wayfinding solutions in a compact and engaging format. Touchscreen kiosks offering event information, floor plans, and even selfie stations can further engage visitors. Place these in areas where people naturally congregate, like near food and beverage stations or rest areas.

Evaluating the Effectiveness of Your Signage

During your post-event feedback process, try to gather input about your trade show signage. Was it effective in guiding attendees? Were there areas of congestion that could be improved upon? Use this information to refine your strategy for future events.

Trust SpeedPro for Your Trade Show Signage

The intentional placement of signage in a trade show center is an art that balances practicality with creativity. Remember that effective signage is more than just information; it’s an integral part of the event’s narrative that guides, informs, and engages attendees from start to finish. By understanding your space, strategically directing foot traffic, and leveraging both traditional and digital signage, you can create a dynamic and successful trade show experience for attendees and exhibitors, alike. Contact your local SpeedPro to start building out your event space, today!