Blog Post | Jan 14, 2025
Avoid These 5 Epic Fails for Trade Show Signage
Good event signage can help make your trade show appearance a success—but unfortunately, there are some sneaky little mistakes that can make your signs fail, big time.
Well-executed signage at a trade show or event can help make your presence a success by bringing people to your booth, reinforcing your branding, and helping you stand out. On the other hand, insufficient or poor-quality signage is almost like throwing your money away.
As an organization that’s helped thousands of companies crush their trade shows, we’ve seen the good, the bad, and the “What were they thinking?!” Here are five of the most common event signage fails we see, as well as what you can do to avoid them.
Fail #1: Failing to Read the Event Specs
This simple mistake can cost your business thousands. Or worse, result in signs you can’t even use.
Trade shows and venues typically publish comprehensive signage instructions, including detailed measurements, technical specifications for digital signs, suggestions for lighting, and much more. Adhering to these specs can mean the difference between success and literally not having anything to display at the event.
If you choose an experienced partner like us, we take the work out of the process! You can concentrate on everything else and feel confident that your signs are appropriate for the event space.
Fail #2: Being Too Understated
The unofficial motto of all event signage is, “Go big or go home!”
Signs should stand out, captivate attention, and activate someone from 20 feet away, all within about three seconds. To do this, signage needs:
Remember, your goal isn't to sell a product or your company. Your signs just need to stop an attendee and intrigue them enough to visit your booth.
Fail #3: Using Too Many Fonts
Ideally, your trade show signs should be light on copy anyway, but one big way to turn readers off is with too many fonts. Besides hurting readability, an excess of fonts can look haphazard and messy. Instead, stick to a maximum of two fonts. As a rule of thumb, sans-serif fonts are easier to read. Whenever possible, stick to your brand fonts.
Fail # 4: Skipping the Booth Number or Identification on Your Sign
Even if it's a show you've attended before and you've informed your clients and key prospects, make sure visitors know where and how to find you. Your logo isn't enough: at the very least, include your booth number and your company's URL.
One way to make a big impression is to include a QR code on your sign and create an event-specific web page that includes not only your booth or location but information about your business, products, or services, as well as a sign-up page. It doesn’t have to be complicated: just a simple landing page can build hype around your event activities and start to build a connection with potential customers even before they arrive at your booth.
Fail #5: Not Thinking About the Long Term
It’s true that good trade show signs are an investment. However, signs should be constructed of quality materials that will help them look great over the long haul. Obviously, that includes your show, but there are many other occasions for which you can reuse your trade show signs, such as community events.
Not sure if your trade show signage is as good as it could be? Let’s talk! We can provide a consultation on the latest trade show marketing performance trends and tips for improving your signage for maximum impact and ROI. Don’t delay: call us today.
As an organization that’s helped thousands of companies crush their trade shows, we’ve seen the good, the bad, and the “What were they thinking?!” Here are five of the most common event signage fails we see, as well as what you can do to avoid them.
Fail #1: Failing to Read the Event Specs
This simple mistake can cost your business thousands. Or worse, result in signs you can’t even use.
Trade shows and venues typically publish comprehensive signage instructions, including detailed measurements, technical specifications for digital signs, suggestions for lighting, and much more. Adhering to these specs can mean the difference between success and literally not having anything to display at the event.
If you choose an experienced partner like us, we take the work out of the process! You can concentrate on everything else and feel confident that your signs are appropriate for the event space.
Fail #2: Being Too Understated
The unofficial motto of all event signage is, “Go big or go home!”
Signs should stand out, captivate attention, and activate someone from 20 feet away, all within about three seconds. To do this, signage needs:
- Bold colors
- Crisp graphics
- Simple images
- Clear messaging
Remember, your goal isn't to sell a product or your company. Your signs just need to stop an attendee and intrigue them enough to visit your booth.
Fail #3: Using Too Many Fonts
Ideally, your trade show signs should be light on copy anyway, but one big way to turn readers off is with too many fonts. Besides hurting readability, an excess of fonts can look haphazard and messy. Instead, stick to a maximum of two fonts. As a rule of thumb, sans-serif fonts are easier to read. Whenever possible, stick to your brand fonts.
Fail # 4: Skipping the Booth Number or Identification on Your Sign
Even if it's a show you've attended before and you've informed your clients and key prospects, make sure visitors know where and how to find you. Your logo isn't enough: at the very least, include your booth number and your company's URL.
One way to make a big impression is to include a QR code on your sign and create an event-specific web page that includes not only your booth or location but information about your business, products, or services, as well as a sign-up page. It doesn’t have to be complicated: just a simple landing page can build hype around your event activities and start to build a connection with potential customers even before they arrive at your booth.
Fail #5: Not Thinking About the Long Term
It’s true that good trade show signs are an investment. However, signs should be constructed of quality materials that will help them look great over the long haul. Obviously, that includes your show, but there are many other occasions for which you can reuse your trade show signs, such as community events.
Not sure if your trade show signage is as good as it could be? Let’s talk! We can provide a consultation on the latest trade show marketing performance trends and tips for improving your signage for maximum impact and ROI. Don’t delay: call us today.