Graphic art has come a long way and its use in the advertising and marketing industry is virtually unlimited. From simple flags or banners at fairs; to tension fabric pop up signs in retail environments; to large custom trade show graphics, branding is the name of the game. The value of good quality graphics cannot be overstated. Sound research shows that-on average-you have a few seconds to catch a potential customer’s attention. This fact is very pertinent in the exhibiting industry. A modular trade show display is often only the framework to house unique graphic presentations. Professional graphic design proves many times, to be the crowning touch on an otherwise, mundane trade show booth.

So how do you get from idea to reality when it comes to generating trade show graphics? Before any graphic element may be applied to a design, it must be first originated from the visual arts. Visual arts include works from traditional media, photography or computer generated art. A graphic design project may involve stylization and presentation of existing text; and either preexisting imagery or images developed by a graphic designer. Designers may utilize stock imagery or photography. At times photographers/ illustrators are commissioned to create original pieces to incorporate into the design.

Next, we turn to type arrangement (selection of typefaces, point size, line length, line and letter spacing). Typography is the art, craft and techniques of type design, modifying glyphs and arranging type. Type glyphs are created and modified using a variety of illustration techniques. Gone are the days of hand lettering, sign painting, or frisked cutting vinyl letters for a trade show display. (In the mid 1980s, the arrival of desktop publishing and graphic art software applications introduced a generation of designers to computer image manipulation and creation that had previously been manually executed.)

The page layout aspect of graphic design deals with the arrangement of elements on a page, such as image placement, and text layout and style. With print media, elements usually consist of type, images, and occasionally place-holder graphics for elements that are not printed with ink such as die/laser cutting, foil stamping or blind embossing. A graphic designer will "play" with the copy, arranging and rearranging, and overlaying on your chosen image(s). Since the advent of the World Wide Web and computer software development, many graphic designers have become involved in interface design; often referred to as interactive design or multimedia design.

Once everything has met approval, it’s time for production. Printmaking is the process of making artworks by printing on paper and other materials or surfaces. Today, automated machinery takes care of this process digitally -for the most part-no more hand silk screening necessary. A word of advice about graphic design and production; to use John Storck’s Project Triangle: good, fast, and cheap-pick two. Fast and cheap is possible; good and fast is an option; good and cheap (less costly, we will say) doesn’t normally equate to fast. There is often an over-lapping of advertising art, graphic design and fine art. Sharing many of the same elements but graphic advertising’s ultimate objective is the sale of goods and services (yours). So give yourself ample time.

EXHIBITTRADER.COM’s award-winning graphic designers ensure clients easy and direct accessibility, to the multi-faceted possibilities available in the graphic arts world today. Whether you need custom graphics for a new trade show booths; replacement graphics for an existing booth; or signage for your next corporate meeting; our talented, graphic partner can produce vivid, high quality graphics. If you have artwork you wish to use, you may find instructions for uploading the art files on our homepage, exhibittrader2.com under Services>Artwork Guidelines.