Step 4 to effective large-format graphics: Use simple imagery for maximum effectiveness

Tip 4: Use simple imagery for maximum effectiveness.

Figure 1a. With no negative space to give this image room to breathe, the message "go see this movie" is lost in a colossal headache.

Figure 1b. Lending a bit of class, sofistication and impending doom to this horror movie makes this image look a bit more ominous, and far more viewable.

You've all seen it: illegible and completely useless large-format ads that do nothing but give eyesores and headaches to everyone around. What is that poster trying to say? Why do I feel mentally and physically assaulted? How can we learn to never, ever make something like this crime against humanity again?

In previous months, I've discussed the importance of legibility in your advertisement designs. This is especially important when it comes to keeping your text short so that your message is straightforward and diluted to it's core. Well, there is a similar golden rule that applies to imagery, and it's this: Simplicity.

Too much imagery can drown out your message in a crazy whirlwind of galactic proportions. One image is best, and preferably if it has plenty of negative space. Negative space is any portion of the image that surrounds the main subject. Sometimes, it's referred to as the background. Many may be tempted to use the negative space as graphic real-estate for adding text or making graphic elements as large as humanly possible, as you can see in figure 1a, but this gets you nowhere. Giving your advertisement room to breathe gives your product an air of class, refinement and luxury; it makes whatever you're selling desirable. In figure 1b, you can see how I eliminated the unnecessary starburst background and only made the text "watch your brains" large enough to be legible (for an in-depth discussion on this topic, see my previous article: sizing your fonts correctly).

Notice that in figure 1b there's an awful lot of negative space. That's on purpose. For every successful design, negative space has to be considered and arranged almost as carefully as your subject or text. Don't be afraid to experiment with your negative space, and make sure to use it to direct your audience's eyes around the graphic.

On a side note: whatever the application, we seriously advise against the use of collages. Trust us. Since they tend to not have negative space, they’re a pain on the eyes. Think about it: one large spacious picture often will say more than 10 small ones. Leave your ancillary product pictures on a brochure. Just keep your large-format graphic large and pristine. If you absolutely must have multiple product or other photos on it, limit it to a maximum of three, and include bullet points outlining what it is you’re showing. Following with another previous article, keep these bullets short and easily viewable. You'll be glad you did, and so will the general populace.

Read Ben’s Step 3 to effective large-format graphics: Contrast is your best friend

Ben Lawless is a sophisticated yet simple man, and he would rather everyone was prepared for the zombie apocalypse. Watch your brains.

Cash on the Ground

I’m sure you’ve all noticed the floor graphics sprinkled throughout your local grocery store. These highly effective and affordable large-format images have proven to increase sales by up to 20–30%. In fact, floor graphics have become part of the standard marketing package at many larger stores and retail chains. The market for printing these floor advertisements is projected to grow to $2 billion in the next 5 years. If your competition is not already marketing with it, they will be.

Benefits of floor graphics

With a price of $13.75/sqft the advertising opportunity is very cost-effective compared to radio, newspaper, and other more traditional methods. Floor graphics are inexpensive enough to use as short-term signage, and durable enough to use as long-term signage.

BIG Images printed this floor advertisement, designed by Whizbang Ideas, for use in grocery stores. Placed strategically at seafood counters, promoting impulse buys.

Floor graphics are an inexpensive and novel way to create brand awareness, especially in retail environments. Most customers don’t choose the brand they’ll buy until they’re in the store — strategically placed floor graphics influence this decision. Typically the image is placed directly in the customer’s line of sight as they look where they walk.

Grocery stores and retail are not the only application. Floor graphics are a great way to improve safety by placing warnings in key locations. They also can act as event signage, helping to direct traffic. We have seen customers use footprints (or puppy-prints) to help guide foot traffic. Other uses include:

• Trade-show booth & exhibit marketing
• Lobbies. For example — in the entry of a bank to promote a new home-equity loan
• Aisle graphics in car dealerships
• High-school and college basketball court logos
• Subtle enhancements to new museum exhibits
• Featured band performances at night clubs
• Interior decor

What is a floor graphic?

Floor graphics (or floor decals) are an adhesive-backed product that will stick to almost any smooth, non porous floor (surfaces like tile, sealed concrete, linoleum, hard-wood floors, etc.) They are designed to be used for about 6 months and removed with no adhesive residue left behind.

The surface of a floor graphic is slip-resistant vinyl designed to match the slip-rating of most flooring, so customers will not notice a surface-change as they walk over them.

A contour-cut floor graphic in BIG Images’ entry.

Floor graphics are a very specialized print process — very few print shops have the production capabilities today. BIG Images’ print production facility is an ideal center for producing this medium, and we are proud to offer you this affordable new marketing tool.

Break the square mold!

Floor graphics can be easily contour-cut for interesting shapes that are more likely to be noticed by customers. BIG Images has the capabilities to rapidly contour-cut any floor graphic up to 40” wide. For those designers reading this — simply create Adobe Illustrator paths for the cut lines and our machine will follow them precisely, giving you complete control of the final shape.

More information abou BIG Images floor graphics

For more information about BIG Images’ floor graphics give us a call at 1-805-781-9301. Or read about BIG Images floor graphics solutions here.

Article written by Jon Beebe.

Trade Show Etiquette

So here we are; it’s April and many of you are in the thick of your tradeshow season. With that in mind, I decided to discuss what NOT to do on the tradeshow floor. Without fail, every time I attend a show, I see staff blunders, gaffes, and other faux pas. How do you set yourself apart in this rough and tumble world? Well, let me tell you.

Sitting

The tradeshow environment is a tough one. I know that. By the end of the day your entire body feels weak and numbed. I also know that the next day you’d rather have your legs amputated than stand on them, but buck up! When you’re sitting, you look lazy and less approachable. In that state, lead-generating opportunities will pass you by like grandma getting passed on the highway.

Talking with other booth staff

Remember: this is not the breakroom and you’re not at the show to talk with “Bob” from R&D. Save the conversation for dinner. Otherwise, if you’re in the middle of chumming it up, show attendees will not even try to interrupt your conversation to ask for information. The same goes for the cell phone as well; if you need to take a call, excuse yourself from the booth.

Eating

If you eat at your booth, you’re telling your prospects, “I’m busy. Spend your time, attention and money elsewhere.” Once you’re away from your booth and ready to chow down, avoid food that will cause bad breath. This is no time to to make a reservation at The Stinking Rose (no matter how good it tastes) – your pores will stink for days to come.

Scratching, picking, digging...

Most of us spend our days in semi-private environment. When the need to scratch, pick or adjust arises we are free to address our source of discomfort immediately. Well, being on a show floor is a lot like being on stage. People are all around and watching you. So the odds of being caught scratching are pretty high. Just Don’t Do It.

Talking smack

You only get one chance to make a first impression. At a trade show, you are making that impression on someone at every moment. How will you and your company be remembered?

/div>Several years ago I was staffing a booth with a couple of other people when in walked a very beautiful woman along with her blind husband. They asked a couple of questions and left. A few moments later one of the other staff members started talking about this woman’s features in great detail, then said “it’s a shame, a woman like that, and her husband can’t even see what he’s missing.” At that point her husband made his way back from two booths away and said, “I might not be able to see, but I can hear”

The point is this: whether it’s about other booth staffers, competitors or attendees, your conversations can and will be overheard. Will what you say encourage trust in you as a person? In the end, our decision to buy is based on what we think of you. What you sell is almost ancillary.

80/20

Remember the 80/20 rule – listen 80% of the time and talk 20%. Many people, when put in the show situation, tend to “throw-up” on the attendees. You’ve seen it, I’ve done it. It’s just wrong.

For example, the attendee asks a question, “Does your product do this?” Then you reply, “The product does this and that and my company was founded in 1912 by a farmer and a goose. I started working with the company when Carter was president. Boy, it was a hot summer.” You did nothing but point out that you’re uncomfortable being there.

Listen to the customer. Process what they want to know, then respond with pertinent information. Wait, then ask if your response adequately answered their question. If you’re nervous, take a breath or two before speaking. You’ll be glad you did.

The bottom line

For a successful trade show, make sure you are as approachable and professional as possible. Remember that at any given moment, you will be on center stage. The customer is looking at your booth and asking themselves, “Do I need what they have?” Then they’ll look at you and decide, “Do I want to work with them?” That is not a good time to pick your nose.

You only get one chance to make a first impression. At a trade show, you are making that impression on someone at every moment. How will you and your company be remembered?

Written by Ken Pettit.