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When planning an event, signage might seem like a minor detail, but in reality, it's one of the most important visual and functional elements of your event. Effective signage guides attendees, reinforces your brand, recognizes sponsors, and enhances the overall experience. Poor signage, on the other hand, causes confusion, wastes money, and adds unnecessary clutter.
As someone who works with a wide range of clients, from large-scale conferences to intimate retreats, I've seen just how differently organizations approach signage. Some have full in-house design teams, while others work within tight budgets and short timelines. Some reuse signage year after year, and others start fresh each time. While there's no one-size-fits-all solution, there are consistent best practices that work across industries, formats, and budget levels.
Here's what I've learned from managing signage for events of all sizes to help you get the most out of your investment.
1. Start with a Signage Strategy
Before you open Canva or call a printer, define your signage needs. Most signage serves one or more of the following purposes:
- Wayfinding/Directional: Help attendees get where they need to go.
- Informational: Share schedules, policies, or updates.
- Branding/Decorative: Create atmosphere and align with your visual identity.
- Sponsor Recognition: Provide visibility and value to partners.
Take time to walk through your event experience from the attendee's perspective. Where might someone feel uncertain? Where do you want to make a visual impact? Prioritize the "must-have" signs and plan from there. Create your list of needs, taking in to account what you’ve promised sponsors as well as the venue floor plan.
2. Design for Clarity and Cohesion
Good signage isn't just pretty, it's functional and legible. Whether you're working with in-house designers or outsourcing creative, follow these guidelines:
- Keep it simple. Use high-contrast text, clean fonts, and minimal wording.
- Be consistent. Stick to a cohesive visual system. Fonts, colors, icons, and logo usage should be uniform across all signs.
- Design with flexibility. When possible, avoid event-specific details like dates or locations on reusable signs.
- Create brand moments. Use entrance signs, photo walls, and welcome banners to enhance the attendee experience – and social media visibility.
3. Weigh Your Design & Production Options
The logistics of signage design and production can significantly impact your budget, timeline, and stress levels.
Designing in-house vs. hiring externally:
- If you have a capable internal designer familiar with your brand, in-house design can save money and streamline communication.
- An external designer may bring fresh creativity and event-specific expertise, especially for high-impact signs like registration backdrops or sponsor walls.
Printing and shipping vs. sourcing locally:
- Shipping signs to the venue from your preferred printer gives you quality control and allows for pre-event proofing but may come with high freight costs, handling fees, and possible delays. If using a general contractor for exhibit displays, this may be your best option.
- Using a local printer near the event venue can cut down on shipping costs and allow for last-minute adjustments. Look for printers that offer same-day or next-day turnaround and are experienced with event signage. Make sure they will deliver to your venue!
- Hybrid approach: Print key branded elements in advance and ship them in, while handling last-minute directional or sponsor signs locally.
Always confirm delivery windows with the venue and ask about receiving/storage fees in advance.
4. Maximize Budget Without Sacrificing Quality
Signage can consume a surprising portion of your event budget if you're not careful. Some tips:
- Reuse smartly. Design general signs that can be used year after year-like "Registration" or "Welcome.," and customize only what needs to change.
- Use interchangeable pieces. Invest in reusable frames with printed inserts or velcro panels you can update. This reusable signage is a client favorite.
- Bundle orders. Consolidate printing to one vendor when possible and ask about volume discounts.
5. Build in Sustainability
The events industry is increasingly focused on reducing waste, and signage is a great place to start:
- Choose greener materials. Use recycled or recyclable substrates like cardboard, aluminum, or fabric.
- Avoid foam core and PVC when possible. These often end up in landfills and are difficult to recycle.
- Go digital where it makes sense. Use screens, digital kiosks, or mobile apps to display rotating information instead of printing multiple signs.
- Recycle or repurpose signs post-event. If reuse isn't possible, work with local organizations to donate signage materials or dispose of them responsibly.
Sustainability can also be a branding opportunity. If you're making conscious choices, tell your attendees about it!
6. Don't Skimp on Directional Signage
Good wayfinding helps attendees feel confident and cared for. Tips for effective directional signage:
- Use clear icons and arrows. People process visuals faster than text.
- Place signs before a decision point. Don't wait until the hallway splits to tell someone which way to turn.
- Make them big enough. If people can't read the sign from 10 feet away, it's not helping.
- Be prepared to adjust. Floor plans shift, have blank signs or writable surfaces on hand for last-minute updates.
In venues with multiple levels or complex layouts, a simple floorplan or color-coded system can go a long way.
Final Thoughts: Customize for Your Event
Every event is unique. What works for a downtown hotel conference might not work for a sprawling campus or outdoor event. The right signage approach depends on:
- Your venue layout (Is everything on one level or spread across multiple locations?)
- Your attendees' tech comfort level (Can they navigate the app easily, or do they prefer printed signage?)
- Your budget and timeline (Do you have time to ship signs or need a local printer who can handle quick turnarounds?)
The most successful signage plans are the ones that align with the event's goals, flow, and attendees' needs. With a little planning and a thoughtful approach, your signage can enhance the experience, support your brand, and make your event feel seamless from start to finish.
