There are seven different elements of design that can be used to create innovative and attention-grabbing graphics when it comes to exhibitions and trade shows. When considering how best to kit out banner stands and display materials, it is important to consider how to implement each of the seven elements: line, colour, texture, size, space, value and shape.

Mark Thompson, Sales Director of Printdesigns, one of the country’s most popular suppliers of exhibition stands and display units for conference events and other promotional appearances says, “Whilst it may not be viable to implement all of the seven design elements into a stand graphic, they are all certainly worth considering when you create your initial designs. Adding one extra element such as texture or colour can take a design to the next level, whilst reviewing things like size and value can be useful when putting the finishing touches to an important banner.”

Line does not mean a literal line between two objects; it means the line that the eye follows as it takes in the whole graphic. Where is it attracted first? Where does the natural line lead the eye after it has taken in the title? It is important to consider line when creating a design; the most important information should always be that which the eye evaluates first or second. Colour is obviously important in any stand design; it must match or complement brand logos, and it should also convey the right emotion for a display. Blue is a symbol of trust, yellow inspires energy and intelligence while deep purple is associated with luxe, high-end products. Every colour has its position on the emotional spectrum, so it’s important to work with colours that reflect a business’ ethos.

Texture is a difficult one to implement into banner stand designs, which are often supplied on pre-chosen textiles or materials, but the features on the graphic themselves can have some added texture. Title text is big enough to add a texture to, and creating 3d effects is also a great textural effect that can make a display stand out. Then we come to size; experimenting with size is a good way to switch up an existing design. Making a title bigger as a result of feedback from a previous event, or making some text smaller to accommodate other features are ways in which size can be reviewed to make a design more effective. This also ties in with the space element. Size and space are both closely linked, so toying with both of them until a design zenith is reached is recommended for those who want to catch the eye.

Value does not mean the value for money of a design (although this is a key factor too!); it represents how dark or light an area looks. The value of an image can create depth and light, drawing attention to certain images or text that the designer feels important. Lastly, there is shape. Placing text in neutral blocks and using straight lines for titles is boring and won’t be catching any eyes; utilising different shapes as much as possible can help to create elements of interest across the whole design, and when combined with the other six features, will create a banner stand which is impossible to ignore.