Trade show: 5 visual aids to prepare before the big day

You're taking part in a trade show in a few weeks' time. You've booked your space, confirmed your presence, but the visuals for your stand haven't yet been ordered.

This is often where things get tricky. Production deadlines, files to be supplied, formats to be respected: all these points require anticipation.

Here are the 5 print and signage media you need to plan for to ensure your arrival on the big day.

1. The kakemono (roll-up)

It's the most widely used stand in salons. Lightweight, portable, and set up in seconds. A well-designed kakemono identifies your brand from a distance, summarizes your offer, and gives your stand an immediate professional image.

Design points of attention :

• 👁️ Typography legible at 3 meters: generous sizes, high contrast, short messages
• 🖼️ Striking visuals without overloading: a visually cluttered stand doesn't attract, it repels.
• 🎯 Designed to catch the eye on the move, not to be read word for word
• 📍 Well-placed logo, clear visual hierarchy

A poorly constructed kakemono (illegible typography, missing hierarchy, misplaced logo) is directly detrimental to the perception of your brand. It's not just a print medium: it's a visual statement.

2. The umbrella stand (or pop-up stand)

To define a space or create a more imposing visual structure. The umbrella stand can be set up without tools in less than 5 minutes. Available in half-moon, square or rectangular versions.

Design points of attention :

• ✅ Graphic file covering the entire surface: even the smallest error is visible on a large scale
• ⚠️ In real-life conditions, the stand is rarely visible in its entirety: equipment, other structures and visitors are constantly in front of it.
• 👆 Logo and main message at top of visual, always visible even if partially hidden
• 🚫 Avoid concentrating information in the lower half

3. Stand counter (welcome podium)

This is the welcome station for your space: a counter-like structure, dressed in your brand's colors, which serves as a point of contact with visitors. Some models are hollow and can be used to store equipment.

Design points of attention :

• 👀 First point of visual contact for approaching visitors: take care of the facade
• 🔠 Logo large enough, text legible at 1.5 metres
• 🎨 Visual consistency with the rest of the stand
• 💡 On luminous models, check backlight color rendering before validating.

4. Print materials for distribution

A stand with no material to hand out is a missed opportunity. Visitors who stop by want to leave with something.

Design points of attention :

• 📐 Use standard formats to keep printing costs down
• 🔠 Clear hierarchy: teaser, offer, contact - in that order
• 🎨 Use exactly the same colors and typography as your other media
• 🗑️ An overloaded or poorly designed flyer ends up in the garbage can at the end of the show.

Things to remember

Most companies order their media too late, without ready files, and end up with sloppy visuals or missed deadlines.

Recommended timetable :

Some printers offer express deadlines, but quality suffers and prices rise.

If you're looking for a graphic designer to design your trade show materials (kakemono, stand counter, brochure, umbrella stand), I can accompany you from file creation to proof approval.