Exhibition Stand Graphic Design: Print, Colour and Lettering

Exhibition stand graphic design connects your approved message with the surfaces, lettering and screens visitors will see. A useful production brief specifies the actual dimensions, artwork, materials, viewing positions, lighting and approval process. It also identifies which graphics can be retained or changed for later events.

Start with what visitors need to understand and what your team can substantiate. Graphics can support that communication, but no material or lettering technique guarantees attention, trust or more leads. This guide provides a practical handover checklist for the designer, printer and stand contractor.

Brief exhibition stand graphic design around viewing tasks

Identify the main brand message, the product explanation and the information needed during a conversation. Place each on the proposed stand plan and test it from intended approaches and viewing positions. Use the actual furniture, screens and product locations to identify obstructions.

Review text length, size, contrast and language with your audience in mind. A fixed word count or a universal three-second rule cannot establish that a message is readable. Check representative artwork at an appropriate scale before approving it.

Keep claims, product names, translations and contact information under version control. Name the person who approves content separately from the person checking production files. The AUMA briefing reference can help coordinate objectives and responsibilities.

Give the printer a complete production brief

Item	Information to agree	Approval evidence
Dimensions	Finished size, panel divisions, visible area, bleed and safe area	Current template and dimensioned artwork
Files	Accepted format, scale, effective image resolution, fonts and linked assets	Preflight report or supplier confirmation
Colour	Brand references, intended process, profile and achievable result	Agreed proof or material sample
Material and finish	Substrate, attachment, surface finish and technical requirements	Specification and relevant supporting documents
Lighting	Front lighting, backlighting or screen conditions	Test of the actual combination where needed
Release	Approved version, quantity, deadline and permitted substitutions	Dated production approval

Check these requirements with the provider producing the work. A print-ready PDF preset does not establish that every panel size, image, colour or finishing detail is correct for the intended system.

Check image resolution at the final output size

Raster artwork has a fixed pixel count. Its effective pixels per inch, or PPI, depend on the size at which it is printed. Printer DPI describes output dots; it is not the same measurement as image PPI. Simply changing a file’s resolution label does not create captured detail.

For a calculation example, if a printer requests 150 PPI at final size, a 3,000 × 2,000 mm raster panel needs approximately 17,717 × 11,811 pixels before any bleed. The calculation is millimetres ÷ 25.4 × PPI for each dimension. This is an illustration, not a universal specification for stand graphics; agree the actual requirement with the printer.

Vector logos and type can retain crisp edges when scaled, while placed photographs and raster effects still need checking. Adobe’s graphics-format guidance explains the distinction and recommends consulting the production provider. Confirm effective resolution, cropping and file scale at handover.

Approve colour on the intended material

Supply the brand’s colour references and ask the printer how they will be reproduced with the proposed process and substrate. Agree the appropriate profiles and proofing method. A Pantone name and a generic CMYK conversion do not guarantee an identical appearance on every material.

Pantone’s explanation of coated and uncoated guides illustrates how paper affects colour appearance. For the stand, request relevant samples of the actual graphic and structural finishes and assess them together under representative lighting.

Record what the proof represents, acceptable variation and who signs it off. A monitor preview or paper proof may answer selected questions without reproducing a backlit fabric panel’s final appearance.

Compare materials and lettering for the application

Vinyl, printed fabric and rigid panels have different installation, care and storage needs. Ask about the exact product, surface preparation, attachment, permitted use and technical documentation. Fabric is not automatically wrinkle-free or washable; follow its specified care instructions.

Compare cut lettering, raised letters and illuminated elements by legibility, finish, fixing, electrical requirements, packing and cost. Review samples and mounting details. Three-dimensional lettering is not universally the clearest or most appropriate choice.

Check permitted materials, signs and lighting against the event’s current rules. Use the applicable IFEMA regulations or Fira participation regulations alongside the organiser’s event manual.

Test graphics and lighting together

Use the proposed fixture, graphic material and artwork to assess visibility, reflections, contrast and colour appearance. For illuminated graphics, ask about print preparation, diffusion, joins and the complete lightbox system. A colour-temperature number alone does not establish the result.

Review the graphic from the visitor’s intended positions with nearby products and screens. Assign responsibility for adjustments and confirm whether any proposed change affects production or electrical work.

Plan reuse and compare complete costs

Separate evergreen brand information from event-specific dates, offers and plot numbers where practical. Record panel dimensions, fitting method and component IDs. Confirm compatibility with future configurations before assuming a graphic can be reused.

Follow care and packing instructions, inspect condition and retain approved files. Compare production, finishing, fitting, transport, storage, repair and replacement costs over the actual programme. Reusable panels do not establish a fixed saving percentage or guaranteed number of uses.

Frequently asked questions

Is 150 PPI always required for exhibition graphics?

No. Agree the effective resolution, scale and file requirements with the printer for the actual output size, process and viewing conditions.

Will a Pantone reference guarantee matching colours?

It provides a reference. Agree how the proposed process and material reproduce it, then approve the relevant proof or sample.

What should I send for a graphic production proposal?

Share the stand plan, surface dimensions, approved messages, brand files and dates. Request templates, material specifications, proofs and a clear release process.