Friday, 05 February 2010 16:27

You have locked-in the venue, completed a great site visit and are ready to have your graphic designer start cranking-out signage. Before you turn him/her loose to fulfill all of your sintra and foam core dreams, take a step back and think. Who are you speaking to? What do you want them to do? How do you want to communicate with them?

Between the venues, floor plans, remote meeting rooms and display houses it is easy to become overwhelmed with the logistical details and intent of event signage. Remember these simple “do”s and “don’t” to turn those nightmares into happy attendees and sparkling feedback.

DO: Put yourself in your attendees’ shoes

DON’T: Assume everyone will know where they are or where they are suppose to go

Whether your event is in a Convention Center or a local hotel, chances are not everyone attending will arrive from the same direction or be familiar with the facility. Most venues, especially Convention Centers, have multiple entrances.  Be sure to cover your bases – all of them! – when planning Registration signage. If your signage budget is limited, use a company logo and movable arrow (i.e. Velcro-backed) to direct attendees to your event’s main space.

DO: Use a font large enough to read from 10 feet away

DON’T: Tell the entire story on a sign

Unless your legal team or client is forcing you to include a disclaimer on your signage, you should never use 8, 10 or 12 point font.  Amp up your font and your attendees will actually be able to read your signs. If you have a story to tell, save it for the program; event signage should be concise and printed in a clear, easy-to-read type face.

DO: Ask your staff for their opinions

DON’T: Be afraid to ask for help

Bring-in staffers who are removed from the event. By polling your mock attendees, you will be able to gain a fresh perspective and insight on where your actual attendees might become turned around. In addition to producing extra directionals with moveable parts, consider supplementing your signage with out-going members of your team to help move traffic along during busy times.

DO: Remember who you are talking to

DON’T: Presume all audiences respond the same messaging

Messaging options are plentiful these days from billboards to text messages to social media outlets. Be thoughtful when deciding how you to best reach your audience. Both medium and content should be considered. Simple print or video signage works best for directing people around the space. Save the electronic messaging such as email, text messages and other systems for critical information about registration or transportation, unless you know your audience. For example, at the Intel Solutions Summit, Henry V provided digital messaging with electronic name tags to instantly send a technical audience event updates in a format comfortable for that crowd. Know your audience, or keep things simple.