Trade shows and exhibitions are expensive commitments. Between the stand space, travel, accommodation, staffing, and giveaways, the budget mounts up before a single conversation is had. Yet a surprising number of exhibitors arrive on the day with print materials that let the whole effort down. Blurry graphics, wrong-sized panels, text that cannot be read from three metres away, these are entirely avoidable problems, and they happen more often than the industry likes to admit. Here are some important considerations.
1. Submitting Artwork at the Wrong Resolution
Exhibition printing involves large-format output at sizes far beyond what a desktop monitor can meaningfully display. The fundamental problem with low-resolution artwork is that it looks fine on screen but falls apart at print size. For panels and backdrops viewed from a normal standing distance, 72 to 100 DPI at actual print size is typically sufficient.
The mistake exhibitors repeatedly make is submitting assets sized for web use, 72 DPI at small pixel dimensions and expecting them to scale up without quality loss. Always request a scaled soft proof before approving large-format output.
2. Ignoring Viewing Distance in Exhibition Design
An exhibition stand is not a brochure and should not be designed like one. When someone is standing six metres away from your stand, they are not reading your bullet points, they are reading your headline, your brand name, and forming an impression in under three seconds.
Text on backdrops and large panels should be readable from a minimum of five metres. As a rough guide, each 1cm of font height provides legibility at approximately 1 metre of viewing distance. Cluttered layouts lose their effect entirely at exhibition distances and leave visitors with nothing memorable.
3. Getting Shell Scheme Panel Sizes Wrong
Shell scheme graphics that arrive on site at the wrong size are among the most stressful problems an exhibitor can face on set-up day. Shell scheme panel dimensions vary between venues and event organisers typically 1000mm wide by 2500mm tall, but variations are common.
Some frameworks have wider uprights, some have integrated service cutouts, and some use non-standard heights. Always obtain exact panel specifications from the event organiser before briefing your supplier, and verify these against actual measurements when you arrive to set up. A supplier who does not ask these questions proactively is a risk.
4. Choosing the Wrong Substrate
Not all exhibition print substrates are equal, and choosing incorrectly creates practical problems on the day. Foam PVC is excellent for rigid panel displays, lightweight enough to transport, flat enough to mount cleanly, and printable to a high standard.
But roller banners require specific tension-compatible materials, fabric displays need specialist substrates that stretch correctly over the frame, and shell scheme panels often need precise sizing and fixing provisions depending on the system in use.
Speaking directly with your print supplier about how each element will be installed prevents the majority of substrate-related problems.
5. Leaving Print Orders Too Late
Exhibition printing takes time, particularly when proofing, corrections, and finishing are factored in. Most reputable suppliers offer standard turnarounds of five to seven working days, with express options at a premium. But artwork revisions, file format issues, and approval delays regularly push timelines beyond what was originally planned.
The reliable rule is to have confirmed, approved artwork with your printer at least ten working days before your installation date. Rushing large-format print is a false economy; you pay more, get less time for quality checks, and arrive at the show with avoidable anxiety.
Inconsistent Branding Across Stand Elements
Shell scheme graphics that use three different shades of your brand colour, two logo versions, and inconsistent typography do not just look unprofessional, they actively undermine trust. This often happens when different stand elements are designed by different people, or when older assets are combined with newly created ones without ensuring consistency.
In the case of shell scheme graphics, maintaining visual alignment across all elements is essential to present a cohesive and credible brand image. Specify Pantone references wherever possible, request CMYK proofs from your printer to check colour accuracy, and ensure your brand guidelines are applied consistently across every printed element from the main backdrop to literature holders and floor graphics.
How to Avoid All Five
The common thread running through every one of these mistakes is preparation or the lack of it. Confirming specifications early, allowing adequate time for production, briefing a supplier who asks the right questions, and signing off on a proof before approving final print are the practical steps that prevent costly problems. Exhibiting is a significant investment.
The print should be the last thing you are worried about in the week before the show, not the source of a last-minute panic that overshadows everything else you have prepared.
Conclusion
Getting your exhibition materials right is not complicated, but it does require planning, clear communication, and an honest look at your artwork before it goes to print. Each of these mistakes is entirely avoidable with a little preparation and the right print partner. Foamex Printing Company works with exhibitors at all experience levels to produce materials that genuinely perform on the stand. If your next show matters and it should give your print the attention it deserves well before the deadline arrives.
Author Bio
Nimesh Kerai
Nimesh Kerai is the Printing Expert at Foamex Printing Company, London. He has been in the printing industry for quite a few years, which reflects in the skill with which he executes each project. He has played a significant role in the company’s reputation as one of the highest-quality foamex printers in the vicinity. He often shares his far-reaching industry knowledge with curious readers through engaging blogs.