A busy exhibition hall gives visitors only a few seconds to understand who you are, what you offer and whether your stand is worth stopping for. Knowing how to prepare exhibition graphics means making those seconds count – while ensuring every panel, banner and sign arrives at the right size, in the right format and ready to install.

The best exhibition graphics do not try to say everything. They make one strong point from a distance, support it with useful detail once someone is closer, and give your team a professional setting for conversations. Good preparation also reduces the risk of costly reprints, awkward fitting issues and last-minute artwork changes when the event build is already under way.

Start with the stand, not the artwork

Before opening a design programme, confirm exactly what you are exhibiting in. A shell scheme, space-only stand, pop-up display and tabletop area all have different graphic requirements. Ask the organiser or stand contractor for the technical specification, including panel dimensions, visible area, fixing method, height restrictions and whether there are obstructions such as power sockets, doors, counters or structural poles.

Do not assume every shell scheme panel is identical. The frame can cover a small edge of the print, and the visible area may be narrower than the panel itself. If you are supplying graphics for several walls, label the plan clearly as left, centre and right when facing the stand. This keeps the message in the intended order during installation.

It also helps to consider the visitor journey. Your main message should face the busiest aisle, rather than being hidden behind a counter or positioned on the wall people see last. A large backdrop can build credibility, but a roller banner near the stand edge may do more to attract people passing by.

Measure twice and allow for the real world

Use the supplied template where one is available, and set up artwork at the exact finished size whenever possible. If working at a reduced scale, make this explicit in the file name and brief. Include bleed where required, but keep text, logos and key imagery safely inside the visible area.

Photographing the empty stand during a previous event can be useful, particularly if you exhibit regularly. It shows where furniture, products and people naturally sit. There is little value in placing a vital phone number at knee height behind a table, or a key product image where a display unit will cover it.

Build a clear message before choosing images

Exhibition graphics are not brochures. A visitor should be able to grasp the core offer from several metres away. Start with one short headline that explains the benefit, product category or problem you solve. Your company name and logo should be easy to spot, but they do not always need to be the largest item on the wall.

Think in layers. At a distance, people see colour, branding and the headline. From a few steps away, they notice product images, service points and supporting statements. Once they are at the stand, they can read a web address, QR code, case study, price list or call to action.

Avoid filling every available space with copy. A wall of text may look thorough on a laptop screen but becomes difficult to read in a crowded hall. If you have several services to promote, group them under simple headings or use separate graphics for each area of the stand. The aim is to start a conversation, not replace it.

A QR code can be helpful for booking a meeting, downloading information or joining a mailing list. Make it large enough to scan easily and test it from a normal viewing distance before production. Always provide a clear alternative, such as a short web address, as exhibition Wi-Fi and mobile signal can be unreliable.

Choose images that will print well at scale

A sharp-looking image on screen is not automatically suitable for a large graphic. For photographs used at full size, 150 dpi at the final printed dimensions is often a sensible working target, although the right resolution depends on the image, material and viewing distance. A close-up product graphic viewed from a metre away needs more detail than a high-level image on a rear wall.

Use original photography or properly licensed stock imagery, and avoid enlarging small images until they become soft or pixelated. If an image is not large enough, it may be better to crop it differently, use it at a smaller size, or choose a clean graphic treatment rather than forcing it across an entire panel.

Logos, icons and line artwork are best supplied as vector files where possible. Formats such as PDF, AI or EPS retain crisp edges when scaled. If you only have a JPEG logo taken from a website, ask for the original brand files before proceeding. This small step can make a noticeable difference to the finished stand.

Keep colour expectations realistic

Screens display colour using light, while print uses inks on a physical surface. That means a bright screen colour can appear different once printed. Supply artwork in CMYK where practical, and use agreed brand colour references when consistency matters.

Particularly important colours, such as a signature blue or a corporate orange, may benefit from a printed proof or a small test section. This is especially worthwhile when graphics sit alongside existing branded furniture, literature or products. A proof adds time and cost, so it is not necessary for every job, but it can prevent disappointment on a major launch or high-value event.

Make type readable in an exhibition hall

Typography needs more space at an exhibition than it does on a leaflet. Choose a clear typeface, keep contrast high and resist the temptation to use several font styles. Fine type, pale text on a busy image and long lines of capitals can all become hard to read under hall lighting.

As a broad guide, headline text should be readable from the aisle, while supporting information should work from a few steps away. Stand back from your screen or print a scaled draft and view it from across the room. If you have to squint, visitors will not make the effort.

Check every detail before sending the final file: telephone numbers, email addresses, dates, prices, product names and social handles. Exhibition graphics are expensive places to discover a typo. Have someone who did not write the copy proofread it, as fresh eyes are more likely to spot a repeated word or missing digit.

Prepare artwork files for production

A print-ready PDF is usually the most reliable file for exhibition graphics. Export at the correct final size, embed or outline fonts where appropriate, include bleed if requested and avoid adding crop marks unless they are required for the specific product. Keep a separate editable version too, so updates can be made without rebuilding the artwork from scratch.

Name files clearly. A label such as `Company_Backwall_Centre_1000x2400mm_FINAL.pdf` is far more useful than `final-final-new2.pdf`. If there are multiple items, provide a simple artwork schedule that states the file name, finished size, quantity, material and where each piece will be used. This is particularly valuable when a stand has several similar panels.

Tell your printer about the event deadline, delivery point and installation date from the outset. Production time is only one part of the schedule. You may also need time for artwork checks, approvals, packing, transport and getting the graphics onto the stand. For exhibitors at the NEC, having a nearby print partner can be a real advantage when an urgent replacement or last-minute amendment is needed, but early preparation still gives you the best choice of materials and finishes.

Plan for fitting, transport and re-use

The graphic is only successful if it reaches the venue in good condition and can be fitted correctly. Check whether it will be mounted with hook-and-loop tape, clips, magnetic strips, rails or another system. Do not substitute fittings without checking they are compatible with the stand construction.

For portable displays, keep the case, fitting instructions and any spare parts together. For loose panels, label the back of each one discreetly and pack them in installation order. Take photographs once the display is built properly, as these make future events quicker to set up and help a new member of staff understand the layout.

If you intend to reuse graphics, avoid including dates, short-term offers or event-specific wording in the main backdrop. Those details can sit on a replaceable poster, counter sign or banner instead. Reusable graphics cost more upfront only if they remain in storage after one show, so design with your exhibition calendar in mind.

Well-prepared exhibition graphics give your stand team a stronger place to work from. Bring the measurements, the message and the files together early, then leave enough time for a practical conversation with your printer. That is often the difference between graphics that simply fill a wall and graphics that help people remember why they stopped.