The success of an event often lies in the details. Every aspect, from the venue and the guests or speakers to the food and entertainment, plays a role in creating a memorable experience for those in attendance. One aspect that is often non-negotiable is the importance of signage - all aspects of user experience, from attraction to health and safety, has the potential of being impacted. These visual tools have the ability to convey important information, create a cohesive atmosphere, and enhance the overall experience of your guests. In this article, we will highlight the pivotal role of signage in events, and how it enhances the guest experience.
Setting the Stage
Imagine driving up to an event - only to find that there is no signage anywhere. Access to Important amenities, installations or sessions you were hoping to see, or your planned sequence and itinerary for the day could all be stymied. This is the fundamental function of event signage - beyond simply directing people, appropriate design communicates the efficacy of ideas, representing your brand in a reliable, trustworthy manner. Banners, maps, and arrows serve as the silent guide that points attendees to their destinations. This provides a smooth and logical flow that sets the stage for an enjoyable experience.
Additionally, they help create a positive first impression, offering a welcoming atmosphere for guests. Remember, studies have shown that first impressions greatly affect the customer journey. Creating a positive first impression can help increase customer loyalty, while a negative one can lead to a loss of customers.
Building Anticipation
Aside from guiding attendees, event signage can build their excitement and anticipation for the event. Clever signage design and strategic placement can create buzz among those aware of it, and spark curiosity for new viewers. For instance, a series of teasers featuring the biggest deals in a shopping event will prompt viewers to save it on their calendars and even share it with others.
Information Sharing
Whether it’s important announcements, event schedules, or session details, clear and visible signage does the crucial job of broadcasting important information for attendees. This real-time communication provides a smooth flow to the event, and gives attendees all the information they need to enjoy it without hassle.
Branding and identity
Developing aspects of your logo, tagline, colour, and scheme into your signage design is significant in both isolated and comprehensive ways. Not only are you creating a cohesive visual experience for your guests as a singular event, but also attributing recognisability as a branded event - and therefore its associated delivery of value and resources for attending customers - with the success of the brand. In combination with a great consumer experience, strong brand recognition can help foster customer loyalty and trust. This is especially true for fields like medicine and finance where the success of the brand is built on customer trust.
Enhancing Engagement
Interactive signage can level up your event by boosting engagement levels. For instance, you can set up branded photo booths with shareable embellishments - like backdrops and props - for attendees to capture memorable moments.
Incorporation of CTA’s, like QR codes and links, into your signage to social media pages, surveys, or special event pages are operational ways to merge design with your tech stack. These innovative approaches to design ultimately drive points of contact between brand and user - contributing to trackable channels of user engagement, and how tangible the effects of your design can be.
Sponsorship Opportunities
Sponsors and partners can be vital to an event’s success, and event signage provides an excellent canvas for acknowledging and promoting these contributors. The exposure also offers these contributors increased visibility and the opportunity to connect with new customers.
If you’re interested in learning more about how to ensure your event signage boosts the impact of your event or if you’re looking to get custom signage design done, contact us today and let’s talk about your design.
