When designing trade show graphics, it is often important to know the difference between vector and raster artwork. Not every image is suitable for use on your booth display, because many images will appear grainy and pixelated when they are scaled up to the correct size. Understanding the difference between vector and raster artwork will make a big difference in the images you choose for your graphics.

Vector Artwork

Vector artwork is usually produced using illustration software (such as Adobe Illustrator), and it is always comprised of mathematically-drawn lines and shapes. For this reason, scaling up (or magnifying) vector artwork almost never results in a loss in quality. The word “vector” implies magnitude and direction, and that is exactly what vector artwork captures. In order to increase the size of this type of graphic, you simply need to increase the magnitude and direction in proportion.

Raster Artwork

Raster images are usually produced using digital photography or photo-editing programs (such as Adobe Photoshop).  Raster images are comprised of tiny blocks of color called “pixels”, which are aligned in a grid in order to form images. Unlike vector images, raster images cannot be magnified without the risk of pixelation. Increasing the size of a raster image forces the design program to add pixels that were not captured in the original photograph or drawing, which results in fuzzy or blurry images.

Whenever possible, MODdisplays recommends using vector images in the design of your trade show displays. Vector images will always look crisp and sharp no matter how big you make them. Since all photographs are raster files, nearly all booth graphics will utilize at least a few raster images. If you plan to use a photograph in the design of your exhibit, we recommend viewing the file at 100% (the actual size you will want the image to appear on your graphic) on your monitor. If the file appears blurry when viewed at 100%, then the resolution is too low. Low resolution files result in poor print quality.

Stock photography websites such as iStockPhoto and GettyImages are a great resource for high-quality raster photographs. Files can be purchased in a variety of sizes, and usually the “large” size is good enough to provide a crisp, clean image when printed. When in doubt, you can always send your files to graphics@moddisplays.com and we will check them out for you. At MODdisplays, we never print low resolution or low quality files, because all of our graphics go through a rigorous screening and proofing process.

Banner stands work well in high traffic areas because the graphic area of the banner is enormous relative to the footprint of the banner. Using a number of banner stands in a row or in a staggered formation creates the illusion of a wall, which can be used for crowd control or simply as marketing space. Many companies have found that placing banner stands in airports, shopping malls, and other high traffic areas yields a good response from passing pedestrians, which should be the goal of any marketing program.

MODdisplays recommends using Expand Quickscreen 3 banner stands (see the picture in this post for an image of a pair of small Quickscreen 3 units) in high traffic areas because of their stability and large graphic area. Also, thanks to the graphic cartridge that comes standard in all Expand Quickscreen 3 banner stands, the banner stand graphic can be swapped out in a matter of seconds. These systems can be used in pedestrian environments in the same way billboards are used in automotive environments, so the ability to quickly change graphics is a plus for advertisers.

Before exhibiting at a trade show, you should analyze your competition for strengths and weaknesses in order to maximize your effectiveness. If you take the time to understand what your clients perceive and what they are looking for, your trade show marketing program will be much more effective. When you start thinking about the strengths and weaknesses of your competitors, ask yourself this question: What do your clients experience when they compare you to your competition? The client’s perspective is the only perspective that matters, which is why competitive analysis should be done from this vantage point. It’s easy to get stuck thinking about your company from the inside looking out, which will reduce your appeal with potential clients. So what do potential clients see that could affect their perception of your company?

• The first thing potential clients see is your brand. If you have a well-designed logo and a eye-catching slogan, you immediately have a leg up on a competitor with a poorly designed brand.
• Your marketing materials are another important component of your overall image. If you have a poorly designed website, ugly brochures, and outdated copy, you’ll never survive in a competitive environment.
• Potential clients are also interested in the type of people who work for your company. If your employees are intelligent, well-spoken, and courteous, your company will be that much better than your competition.
• Finally, potential clients want to know that you are good at what you actually do as a company. If you can deliver a high-quality product on time at the right price, you can overcome almost any obstacle that lies in your path toward dominating your industry.

It’s important not to get too hung up on your competitive analysis, especially if you’re looking to generate good will among potential clients. Many companies waste valuable energy attacking their competitors products and/or services instead of focusing their efforts on improving their own offerings, and as a result, they become marginalized. If you find yourself analyzing your competitors too much, refocus your efforts on more productive endeavors. Competitive analysis should be used only to find ways to improve your own offerings, not do bad mouth your competition. Here’s an example of what I mean:

In the 1990′s, McDonald’s invested millions of dollars to provide cleaner restrooms to their customers. After doing competitive analysis, they realized that cleaner restrooms was one way they could improve their business and improve customer service when compared with their competition. Most customers never noticed their efforts, but the results were monumental according to consumer analysis specialists. They never bothered to bad mouth the lack of cleanliness of their competitors restrooms, they simply allowed the results to speak for themselves. Take the McDonald’s approach.

MODdisplays offers Exhibit One displays with many different laminate color options. This allows you to customize the look of your exhibit to match your branding. There is no up-charge to change the laminate color before purchase, and the default option is black.

If you have any questions about our laminate color choices, give us a call at 877.663.3976 or email sales@moddisplays.com.

Exhibitors who are looking for a unique 10 x 20 exhibit that can be set up in a matter of seconds should consider Xpressions 10 x 20 Displays. These exhibits offer a number of advantages over traditional popup displays in terms of functionality, but they are much more affordable than typical hybrid trade show booths.

As you can see in the image above, Xpressions displays can hold many smaller graphics instead of a single larger graphic, which will save your company money if you need replacement graphics. Inset shelving allows you to easily display your products, and lighting options are available in silver and black. The unique, three-dimensional look of these units allows you to create a stunning visual result with considerably less effort.

The biggest advantage of the Xpressions system is that it can be set up by a single person in less than a minute. Simply expand the frame into place, and you’re ready to exhibit. If you have any more questions about our Xpressions displays or would like to have a custom rendering done with your company’s imagery, please contact MODdisplays.

Exhibitors invest huge sums of money every year in their trade show marketing programs, but it is important to remember that attendees (and the businesses they represent) also invest a great deal in trade shows. Plane tickets, hotel rooms, and meals are just a few of the expenses that a typical attendee will need to pay in order to visit an event. When a company has invested thousands of dollars to have its employees attend a trade show, the best thing you can do as an exhibitors is to give them what they want. So what do attendees want?

• Attendees want to find products and/or services that they are interested in. If you are exhibiting at the wrong event, chances are you will probably have to deal with a lot of frustrated attendees. Conferences are usually targeted at a particular industry, so visitors typically come with a game plan in mind. This game plan may only consist of a few simple goals, but more often than not attendees come with a fully-loaded itinerary. If your booth is out of place at the show, you are going to have trouble attracting qualified visitors.
• Attendees want a clear, concise description of who you are and what you do. Even if you have beautiful graphics, your trade show display will fail in its purpose if it does not clearly relay your company name and a short positioning statement. Your exhibit should serve as a jumping off point that starts a discussion between your booth staffers and attendees. Attendees want just the right amount of relevant text.
• Attendees want promotional products and free giveaways. Everyone loves to get things for free, and attendees are no different. Be sure to brand your trade show giveaways clearly with your company name and positioning statement, and be sure you have a virtually unlimited supply on hand (giveaways always vanish much faster than you expect).
• Attendees want a place to sit down. After 8 – 10 hours on the trade show floor, visitors to your booth may be exhausted and frustrated. If you can provide them with a comfortable place to sit, they’re much more likely to stick around in your booth and hear about your products and/or services. Plan to purchase at least a few pieces of trade show furniture if you have the space, as this will make your exhibit area more inviting to tired attendees.

Pleasing attendees is not complicated once you know what they’re looking for. Remember that the typical attendee has spent almost as much time, money, and energy as an exhibitor to get to the event, so do your best to make it worth the investment.