Exhibit and Graphic Design Fact Sheet
The Design department is the visionary in the exhibit design process, translating the customer’s marketing message and corporate image into an exciting and functional three-dimensional environment. Since each exhibit design program is unique, the Design department must work closely with the Sales Team and the client to create and develop a specific trade show statement. Designers draw on their experience and extensive knowledge of materials and production methods to create the exhibit presence that best supports the customer’s branding and messaging.

The Designer is responsible for following the project through production, consulting with all departments to insure that design elements are translated correctly. Designs are created in three-dimensional format (exhibit design), and two-dimensional format (trade show graphic design), which applies the message in a unique way that effectively communicates the customer’s image to the audience from all perspectives of the exhibit floor and in the tradeshow booth.

Three-dimensional design ideas are delivered via a computer-generated process that produces a photographic image of the design, giving the customer a realistic picture of the exhibit design from all angles and elevations. The exhibit design is driven by specific criteria, such as product and corporate branding campaigns, product display, specific booth space requirements and floor plans, logo application, show rules and regulations, project budget, and production timeframes. Exhibit designers have the task of creating innovative exhibit designs that still conform to the transportation, storage and installation requirements that are unique to the trade show industry.

Two-dimensional design is focused on the exhibit branding and messaging through graphic and logo application on the exhibit components and more detailed information inside the booth. Graphic designers work closely with the exhibit designers, the Sales team and the customer to create high impact trade show graphics that will attract the customer’s target audience into the exhibit. From there the displays must communicate detailed product/service information as well as the brand message. Regardless of location, the trade show graphics create the theme of the exhibit and project a consistent look throughout the promotional, product, and branding elements.

Department Processes
For the design function to provide optimum value, the department must:

· Know how to use the latest and most innovative design tools and techniques to create high impact exhibit and graphic designs that support and enhance the customer’s trade show goals and objectives.

· Acquire extensive knowledge through on-going education on design trends, materials, and production methods to insure quality designs for use in a trade show environment.

· Produce designs that support the customer’s corporate image and branding efforts.

· Monitor the production of the exhibit to insure the fabrication process supports the design elements.

What the Exhibit Design House Needs from You
The information you provide at this juncture is critical to the success of your program.
To ensure success, you must:

· Communicate your trade show goals and objectives.

· Supply your trade show schedule with projected space allocation and restrictions. This will indicate how flexible the exhibit design must be and the types of configurations required for your trade show program.

· Provide corporate branding guidelines, PMS colors and type specifications, logo artwork, taglines, corporate brochures, product or theme images, key messaging and product demonstration graphic copy so the end trade show graphics and exhibit reflect your corporate image and position.

· Provide information on the monies available for the entire project so the proposed design is realistic for your budgets.

Customer Benefits
By utilizing the latest computer generated design tools and working in close conjunction with the customer, the exhibit house can provide enhanced value including:

· Receiving clear goals and objectives that allow the exhibit house to create an unique, accurate, three-dimensional image of the final exhibit design that is consistent with your corporate image. This enables the company to leverage their existing marketing campaigns to increase retention of the exhibit and message.

· The exhibit design presented realistically in 3D, supported by photographic images, helps the customer acquire a realistic view of the finished design. In turn the customer can indicate any changes needed before the exhibit is built saving valuable time and budget dollars.

· By utilizing high impact design techniques and leveraging the designer’s extensive knowledge of materials and finishes, the customer can create a unique exhibit environment that differentiates them from the competition.

· Working with a team that utilizes the latest production methods can ensure that your company creates an exceptional property that can be efficiently managed in the storage, transportation, and installation process. This will enable the customer to get the best ROI for their exhibit participation over the entire trade show schedule.

Reference Terms for this article are tradeshow booth, trade show graphics, trade show exhibits, exhibit design and trade show information.