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LARGE FORMAT PRINTING:
When and how to go big with your marketing.
GRAB ATTENTION WITH A LARGE FORMAT PRINTED DISPLAY
Anyone who has ever tried to get noticed at a Christmas market or trade show knows it is a proper battle for attention. You have got seconds to grab someone before they walk past to the next stall. That is where large format printing comes in - it is your best shot at stopping people in their tracks. We have been doing exhibitions for years, and there is nothing quite like watching someone spot your display from across a crowded venue and make a beeline for your stand. It happens when you get the printing right.
Why size actually matters at events
Here’s the thing at any decent-sized event, you are competing with everyone else for eyeballs. Small displays get lost in the crowd. Large format printing cuts through all that noise.
Think about the last trade show you visited. Which stands do you remember? Probably the ones with the biggest, boldest displays. It is not just about being flashy, it is about being visible from 20 metres away when someone is trying to work out where to go next.
At Christmas markets especially, people are wandering about with mulled wine, chatting to friends, getting distracted by everything. Your display needs to work overtime to get their attention.
Banner printing
Pull-up bannersRoller banner printing might not be sexy, but they work. We see businesses turn up to events with tatty old banners that look like they have been through a washing machine, then wonder why nobody takes them seriously.
Good banner printing gives you sharp, vibrant colours that stay looking professional even after being carted around to dozens of events. The modern materials are brilliant completely weatherproof for outdoor markets, and they roll up small enough to fit in the back of a car.
The secret is getting ones that are actually portable. There is nothing worse than wrestling with a banner system at 7am in a car park whilst the event’s starting around you.
Exhibition printing
Exhibition printing is about more than just sticking up a banner and hoping for the best. It is about creating a space that draws people in and makes them want to stick around for a chat.
Modular systems work brilliantly because you can adapt them for different venues. One weekend you might be at a massive trade centre with a 6×3 metre space, the next you are squeezed into a tiny Christmas market stall. Having displays that can flex with whatever space you have got makes life so much easier.
The best setups create a little branded environment. People feel like they are stepping into your world for a moment, rather than just walking past another generic display.
Getting materials right for your environment
Indoor events
Indoor venues are easier on your displays, but they have got their own challenges. The lighting’s often dreadful (those industrial strip lights do not do anyone any favours).
You want materials that show colours properly under artificial lighting. Fabric displays work well indoors because they do not get that horrible glare you sometimes get with vinyl. They look more upmarket too, which matters if you are targeting businesses rather than the general public.
Outdoor markets and shows
Outdoor events are brutal on displays. We have seen beautiful displays turned into soggy messes after one downpour, or bleached white after a summer of sun. For Christmas markets, you need materials that can manage everything the British weather throws at them. The correct weatherproof materials, reinforced fixings and UV-stable inks that will not fade. It costs a bit more upfront, but it is cheaper than replacing everything after every event.
Wind is often the biggest killer at outdoor events. We have seen displays that look fantastic in the warehouse turn into sails at the first gust of wind. Proper fixing points and wind-resistant materials are definitely something to consider.
MAKING CHRISTMAS MARKETS WORK FOR YOU.
Christmas markets are brilliant opportunities, but they are different from regular trade shows. People are in holiday mood, often with families, looking for something special.
Your displays need to fit the festive atmosphere whilst still getting your brand across. Too commercial and you will stick out like a sore thumb, too generic and you will disappear entirely.
Space is always tight at Christmas markets. Every centimetre count, so your display needs to work hard in whatever space you can get. Vertical displays often work better than horizontal ones, you can go up when you cannot go out!
Evening markets need different thinking too. Good lighting becomes crucial because natural light disappears early in Winter. Backlit displays work brilliantly, but you need power supplies sorted well in advance.
Design that actually works
Keeping it simple
The biggest mistake we see is trying to cram too much information onto large format displays. People are not going to stand there reading your life story. They want to know what you do and why they should care, quickly:
• Big, bold text that is readable from distance
• Strong colours that grab attention
• Simple messages that stick in people's heads
Typography matters more than people think. Fancy fonts might look clever on your computer screen, but they are useless if nobody can read them from 10 metres away.
Brand consistency
Your large format displays should look like they belong to the same company as everything else you do. Same colours, same fonts, same style. Sounds obvious, but you would be surprised how often businesses turn up with displays that look completely different from their business cards.
Consistent branding builds trust. People recognise you more quickly at future events, and they are more likely to remember you afterwards.
Making your investment count
Reusable systems
The best large format printing investment is something you can use repeatedly. Modular displays and our fabric covered systems pack down small and go up quickly and are worth their weight in gold if you are doing regular events.
Look for systems where you can change the graphics without replacing the whole thing. Your core message might stay the same, but you will want to update it for different seasons or events.
Planning ahead
Print costs drop significantly when you order bigger quantities. If you know you are doing multiple events, or you need seasonal versions, plan it all together.
Some printing companies offer storage services, so you can get volume discounts without needing warehouse space yourself.
Technical stuff that matters
Getting artwork files right
This is where things often go wrong. Small images stretched to massive sizes look awful way too pixelated and unprofessional. If you are going to invest in large format printing, invest in proper artwork too.
Vector graphics scale perfectly to any size. High-resolution photos work well too, but they need to be genuinely high resolution, not just a small image saved at high DPI.
Most printing companies will sort your files out if needed, but it is usually cheaper if you get them right first time.
Colour matching
What you see on your computer screen is not what you will get printed. Monitors show colours differently, and printing has its own limitations.
Always ask for a colour proof before the final print run, especially if brand colours are critical. It is much cheaper to fix colour issues before printing, rather than after.
Choosing the right printing partner
Experience counts.
Collaborate with printers who understand events, like ourselves at Northstar Design. They will know about venue restrictions, timing pressures and what materials work best for different situations.
Exhibition printing is different from general commercial printing. You need someone who gets the unique demands of events tight deadlines, transport considerations and setup requirements.
Support when you need it
We offer more than just printing. We provide installation services, on-site support during events, storage solutions and advice on what works best for your specific needs.
When you are setting up at 6am in a car park and something is not working properly, having someone you can call makes all the difference
Working out what's worth doing.
Measuring success.
Keep track of what works and what does not. The simple stuff, like how many people stopped at your stand, how many leads you generated and your actual sales from events.
Different display approaches work better for different audiences and venues. Testing different setups helps you work out what is most effective for your business.
Long-term thinking
Good large format printing is an investment, not an expense. Quality displays that are looked after properly can work for years across dozens of events.
Work out the cost per event rather than the total upfront cost. Spending more on something that lasts is usually better value than constantly replacing cheap displays that look tatty after a few uses.
Getting it right
Large format printing can transform your event marketing, but only if you approach it properly.
Know your venues, understand your audience, invest in quality materials and professional design, and work with printers who understand the events industry.
The businesses that succeed at events are usually the ones with displays that look professional, communicate clearly and stand up to whatever gets thrown at them. Get those basics right and large format printing becomes one of your most effective marketing tools.
Whether you are planning for Christmas markets or year-round trade shows, the principles are the same invest in quality, plan for your environment and make sure everything works together to create a professional impression that gets results.
