Event signage has traditionally been used primarily for directional and informational purposes and, while these uses are still necessary, signs and surface graphics play an even more important role in today’s event communications strategy. Signs that are strategically designed and placed with overall impact in mind go well beyond way finding: they help you to achieve your event objectives and transform meeting spaces into memorable brand experiences.
Preparing effective signage is easier when you follow these strategic steps:
- Determine Messaging Goals
- Asses Physical Needs and Opportunities
- Design and Produce
- Install Onsite
- Dismantle, Store and Life-Cycle Plan
- Evaluate and Report
Starting your planning early is the key. Map out the attendee journey through the event space and build excitement by welcoming the attendees the moment they enter the venue by branding the windows leading to the venue. Flow the same design through the entire meeting space showing signage in unexpected places, such as elevators, columns and floors
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Understanding the physical space allows you to identify the best placements for maximum impact for each message. It is often beneficial to work with on-site sign experts, who can identify areas where signage has been used effectively in the past, recommend substrates that comply with venue restrictions and tell you about permit requirements, deadlines and materials best suited for outdoor signage and local weather conditions. Your on-site sign expert can also recommend the optimal signage choices available within your budget. They also assist you with installation and removal of your signage
Creating a memorable brand experience is more than applying corporate logo. True experience with the brand requires interaction with your brand values through design choices that reinforce key messages. Thoughtful, crisp design and careful placement can convey your message, as well as a sense of calm and order. Through branding, signage can help an event come alive.
FedEx Office teamed up with Meeting Professionals International, a global meeting and event industry association, to review best practices in sign design and production, and identify trends that can create a real wow for attendees around the world. The resulting report, “Signs for the Times. Beyond Wayfinding: Creating Event and Brand Experiences with Signage” by Mariela McIlwraith, CMP, CMM, MBA, can be viewed here.