Signage and Banners

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  2. Event Toolkit
  3. Event Marketing
  4. Signage and Banners
Signage and banners are key tools for promoting your event, creating brand recognition and presence and guiding attendees once they arrive.

Well-placed, attractive signage not only provides direction but also reinforces the event’s brand and theme, making a memorable impact. From roadside banners to on-site directional signs, each piece of signage serves a unique function within your event’s marketing and logistical framework.

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Types of event signage 

Using a variety of signs helps maximise exposure, build brand presence and create a smooth attendee experience. 

  • Directional signs should be clear and well-placed to guide attendees within the event venue, pointing them toward stages, food zones and exits. 
  • Welcome and entrance banners should be large and visible to establish the event’s identity from the moment attendees arrive.  
  • Roadside banners and A-frames are placed along streets or outside the venue to attract attention from people passing by.  
  • Sponsorship banners recognise event partners and supporters and are often displayed near high-traffic areas or stages to give visibility to your sponsors.  
  • Pop-up banners are portable banners that can be set up at entrances, photo spots or information booths and are ideal for highlighting schedules, featured attractions or any last-minute updates. 
  • For larger events, especially outdoors or in busy venues, safety and compliance signage is essential to indicate emergency exits, first-aid locations and any relevant safety protocols. 
  • Photo backdrops are highly visual and often placed in high-traffic areas to encourage attendees to take photos which can amplify your event’s visibility, especially if they include a hashtag that attendees can share on social media. 
Signage design 

Good signage is visually attractive, easy to read, aligned with your event’s brand and conveys information quickly and effectively. 

  • Essential details, such as directional information or your event’s name, should be prominent, with clear, simple wording that’s easy to scan and understand at a distance. 
  • Use bold colours that stand out and align with your branding and high contrast between text and background to improve readability. 
  • Choose easy-to-read fonts for signage text with a size that is large enough to read at various distances. 
  • Add logos, colours, and visual themes that represent your event’s brand.  
  • Adding visual icons (e.g. arrows and restroom symbols) can enhance communication and help with wayfinding and overcoming any language barriers.  
  • If your event is outdoors, consider the durability of your signage materials. For example, vinyl or PVC banners are weather-resistant, while Corflute works well for temporary outdoor signs and is cost-effective. 
Signage placement 

Placement is crucial for signage to be effective. A well-thought-out signage layout ensures attendees can easily find what they need. 

  • Place pre-event promotional banners in high-traffic areas, such as busy intersections, nearby malls, or main streets, at least two to three weeks before the event to maximise exposure.  
  • Welcome banners, branded backdrops and directional signs at the entrance should be large and placed at eye level or slightly above for easy visibility. 
  • For larger venues, place signs at decision points, such as intersections in hallways, to guide attendees to main attractions, restrooms or dining areas, and help alleviate bottlenecks and ensure smooth attendee flow. 
  • Within the bounds of local signage regulations, place banners or A-frames outside the venue on nearby sidewalks or transit stations. 
  • Place signs near photo backdrops to encourage social sharing with event hashtags.  
  • At or near exits, position thank you banners to leave a positive impression and place feedback signage or QR codes for post-event surveys to encourage attendees to provide insights for future events. 
Budgeting for signage 

Creating signage can vary in cost depending on materials, size, and quantity. Planning your budget carefully allows you to get maximum value while ensuring all essential areas are covered. 

  • For smaller budgets, prioritise entry banners, directional signs, and sponsor banners as these are essential for attendee navigation and brand presence. 
  • Many print companies offer discounts for bulk orders, so group your signage needs to take advantage of these savings. 
  • If you plan to host a recurring event, create signage that can be reused.  
  • Utilise local printers that can handle large format printing and delivery and offer installation services to ensure signs are professionally placed. 
Interactive signage 

Interactive signage can engage attendees, encouraging them to interact with the brand and share their experience on social media. 

  • Print or display QR codes on banners, directional signs and other relevant signage to make it easy for attendees to access event schedules, maps, or promotional offers.  
  • Include a branded hashtag on signage to reinforce your event’s social presence and encourage attendees to share their experience online.  
  • For events with larger budgets, augmented reality (AR) signage can offer an innovative and memorable experience. For example, this might involve attendees scanning a sign with their phones to see interactive content, such as 3D event maps or sponsor messages. 
  • Create a designated photo wall with signage that invites attendees to pose for photos.  
Post-event signage management 

Planning for signage removal and reuse can save costs and demonstrate environmental responsibility. 

  • Store signage that doesn’t contain event-specific details for future use (e.g. directional signs, branded backdrops, and general welcome banners). 
  • For signage that can’t be reused, explore recycling options or consider donating signage materials to schools, community centres or art groups that might reuse them. 
  • Post-event, collect feedback from attendees and staff on the effectiveness of signage to help improve placement, design and messaging for future events. 

USEFUL LINKS

HAVE YOU CONSIDERED?

  • What site signage will your event require? 
  • How can you integrate your brand into your signage? Learn more in the Branding section.