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STAND OUT at your next event!

Bringing your brand and products to a trade show or corporate event is one of the best ways to draw potential customers and clients in. Going to a trade show is a great marketing strategy for your company if you want your products and services to increase its reach and audiences

Trade show displays like hop ups, retractable banners and table top displays are a great way to provide a ton of information in a short time frame. With a well-designed trade show display, you have the potential to bring in more clients or customers than an empty space behind you. Trade show supplies, however, are things that you have to prepare before the big event. If you want to be noticed, having the right trade show banner matters most. After all, the main purpose of these trade show displays is to be able to present your company and brand to attendees of the event who can be your potential client, investors or even finding an asset employee.

You’ll want to consider many things when deciding what to bring to your trade show depending on your goal and budget- so you have to think ahead. Prepare your message, select images and allow enough time to have your trade show banners and other materials created. Don’t wait until the last minute to get your trade show banner or display because getting them done right takes time. Plan accordingly


There are many different sized retractable banners, ranging from small, table top displays to full size floor standing displays. Not only do trade show banners come in many different sizes, but they also come in economy options if you won’t use them too often or premium options that allow you to simply change out the print if you need to use the stand for another event. There’s a retractable banner out there for practically any budget and they do wonders to help you STAND OUT in the crowd.

If you have a lot of information, you are absolutely compelled to include, use multiple, coordinating trade show banners lined up to create a dynamic visual that can be used together or separate. Retractable banners offer great back drops behind your trade show table that will attract attendees to your booth to inquire about your company or services, opening up lines of communication and allowing you to distribute your hand outs and more information about what you can do for your clients or customers. Or, you can place your banners to the side of your table as well to increase interaction when attendees approach your table!


Content can have a major impact on the success of your trade show banners. There are some basic elements that every trade show banner should include:

  1. Headline

  2. Company Name & Logo

  3. Image or Visual

  4. Brief Description

  5. Website & Social Media

HEADLINE Be sure to select the words carefully, a headline with a simple, short message is usually what attracts attention. It is a must if you can put a catchy phrase or headline that is more memorable than the ones with long headlines. When it comes to the text type and font size, make sure to select the ones that are easy to read.

Most people who did not plan to visit you at the show will walk past your booth. They may, at best, give your display a passing glance. This, believe it or not, is often your only chance to grab them. If your trade show display has a carefully thought out and

compelling headline, they may choose

to take an extra moment and learn a little

more about your company.

The shorter your headline, the larger it can appear on your trade show banner. The larger it is, the further your display can reach into the trade show traffic. Even a small tabletop display with a short bold message can be seen from several yards away. Less is more. After all, this is just the tease to draw the audience in-- save the elaborate descriptions and detail for your hand outs and conversation. Make yours stand out.

COMPANY NAME AND LOGO It’s amazing how many trade show displays seem to hide their company name. You pay a lot of money to exhibit. Take a little extra effort and make certain your company’s name is easy for all to see. Placing the company name in the header portion of your trade show display where most people expect to find it ensures that you don’t miss the opportunity to highlight your company name in every trade show banner you create. At Evolution Printing, when we design trade show banners, we like to keep all of this very important information at eye level so that your logo or headline can be seen behind the table. This creates an effective visual hierarchy and promotes good flow to the banner rather than an unorganized juxtaposition that confuses and distracts potential clients.

IMAGE OR VISUAL: In order to have a memorable, engaging trade show banner, stick to clear, simple and bold images that a clearly relay your intended message. Be careful not to overwhelm the blank canvas with too much information or overly busy, confusing images—you want just enough to draw visitors in and get them asking questions (that you can answer in more detail with hand outs and a great conversation!).

If possible, select simple, single images. You may want to use many images to tell a complicated story, but often, a single image will serve you just as well. You want your viewers to be curious enough to ask you questions but at the same time, the visual must not leave too many questions. When selecting images, the colors and style of the image often drive the design of the trade show banner so make sure the visual you choose reflect the look and feel that you are going for. The images you choose should also complement your logo if at all possible. You don’t want to choose neon images when you have a jewel-toned logo. It would clash and create a disheveled, unorganized look.

It is also important to remember that many of these trade show banners are quite large and therefore, the images need to be large enough to reproduce clearly at such a size. Stock images or those taken at a resolution of 300 dpi or higher are the best for this application – images that aren’t clear will leave potential customers with the wrong impression pretty quickly. If you are in the market for trade show graphics, many services offer simple searches and reasonably priced photos and illustrations or we can create something custom for you. If you have any other questions regarding image formats and resolution, check out our other tips in the blog.

BRIEF DESCRIPTION: We know it's tempting to write a description for your trade show display that explains everything you want your customer to know about your product or service, but don’t!

As much as you would like them to, most trade show attendees will not want to spend much time reading about your company. If the headline and graphic of your trade show display captured their attention, they may want to read a sentence or two at most. Keep your sentences short and make each word count. Just like with your headline, your description should be concise and to the point. Use bullet points and avoid being too technical --too much text overwhelms the audience when they have dozens of vendors at trade shows bombarding them with messages. It’s easy to fall into the trap of thinking that a 33 inch x 84 inch retractable banner is large enough to fit a ton of information on—but the font size has to be large enough to be readable from a distance in order to draw people in. As mentioned in the company name and logo section, we also want to place all of this text within the vertical middle of the banner (from about the knee up to eye level) because, who really wants to bend down to read information close to the floor?


Probably the single most important message in your whole trade show banner is your website address. If an attendee saw something at your booth that interests them, they can copy your website address, even at a distance, and visit it at their leisure. Having a website featured allows visitors to feel connected to your company, knowing they can easily find additional information at the tip of a finger, whether or not they engage with you and get a hand out or brochure (which we can also help you with!).

In addition to your website helping others feel connected to you, social media is very influential in a technologically saturated business and services world. When designing your trade show banners, don’t forget to put your social media information whether it’s Facebook, Twitter, LinkedIn or YouTube. Through this way, you can have the opportunity to get more leads and following as well as get the best boost in social media platforms. That being said, if you don’t keep your social media accounts updated, it is best to leave them off rather than letting people think you fall too far behind to maintain your image.


Feeling overwhelmed? Not sure what you should bring with you to your trade show? Having difficulty designing an attractive trade show banner? Don’t worry! Evolution Printing would be glad to help you design the best trade show banner (and hand outs, brochures, table throws and business cards!) for your next event. We offer full service such as graphic design, printing, signs and displays. Don’t hesitate to submit an estimate request or call us for more information on the products we have available!


About Heather

Heather has been into graphic design since she was a little kid, growing up passionate about designing for print. She graduated from Penn State with degrees in Art and Advertising and then pursued studies in Publications Design at the University of Baltimore. Over the last decade, Heather has designed publications for major communications companies in Baltimore and North Carolina, before settling into her role as a print design specialist here at Evolution Printing in Manassas, Virginia back 2016. She loves the tangible aspect of print and sharing her designs, ideas, knowledge and experience to help clients get the most from their projects.

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