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| T.W. Fendley's and my booth at Archon |
Three Thoughts about Signs
Brad R.
Cook
Signs,
signs, everywhere they’re signs… at conferences, conventions, book fairs,
bookstores, events, talks and so many more. There are even different types, so
many different types. It can drive an author mad… and we stare at thousands of
words every day. Being overloaded is part of a writer’s typical day, so don’t
let the maddening number of signs drive you into shut-in, hermit status.
There are
banners, standing signs, retractable signs, easel signs, table tents,
backdrops, placards, illuminated, and so many more. Which are the best for
authors trying to get attention in the hall of a book convention? Depends.
Space is an issue. Visibility is another. But really it comes down to what
works best for your book, your series, and most importantly your budget.
1 – Think About Your Space
The
six-foot retractable sign, or the hanging backdrop, are author standards. They
frame your booth, or talking space, creating a zone that is all about the
author and the book. Signs are eye catching, drawing readers to you, sometimes
from as far away as the other side of the room. However, most of the time we
find ourselves behind a table and thus the bottom half of these signs go
unseen. The exception is at workshop talks, or other events where the full-length
sign can be a really good idea. Also, if there is room on the side of your
table they can be a great way of extending your space.
Design a
sign that works for the space you use the most, and adapt for the other
situations, unless you’re one of those super wealthy authors (mythical I know)
and then create signs for every occasion.
2 – Creating Something that Stands Out
Every
sign will make your booth stand out, for good or for bad. Most readers glance
in one of two places – down at the table to see what you have out, or up at the
space above the author’s face – both are meant to avoid the dreaded eye contact,
which could lead to an unwanted conversation, and the pressure to purchase
something. However, if your sign can captivate the reader, capture their
attention and draw them to your table, you are more likely to make a sale. Make
a sign that people want to stare at.
First, it
needs to have depth, flat signs with plain backgrounds are great for
readability but our eyes won’t linger like they will if it fades into the image
of distant castle, or has all these eye catching designs in the foreground and
background. Second, it needs to be colorful. Yes, bold, bright colors can be
seen from miles away, but they may not be the best approach. Dark colors create
a place to suck the reader in, and warm colors are places reader want to spend
time. Light colored words on dark backgrounds can draw people in, but dark
words on a light background are easier to read. Pick images and colors that
work best for your book, make certain they match the imagery and color scheme you already
have.
There are
much better blogs on the psychology of color, the path of the
consumer’s eye, and the science of the trade show booth. They are worth a read to
help you best design your booth and maximize sales.
3 – Try Not to Clutter
Signs are
good, bookmarks, candy, SWAG, and other material fill out your table to make
you look like a seasoned author. But banners, standing signs, table signs,
easel signs, bookmarks, rack cards, booklets, candy, SWAG, more SWAG, and having
every inch of space taken up can overload the eye, the senses, and the mind, making your
potential reader run away.
There is
a fine line between looking sharp and looking like a madhouse. Finding that
line is the trick all convention authors must find.
Hopefully
this article has you thinking about signs. I recommend GotPrint.com,
Vistaprint.com, or Displays2Go.com but there are many more sites to explore.
The
picture shows T.W. Fendley’s sign and my sign side-by-side with our table in
front of them. This is from Archon 2016, a sci-fi convention.
Brad R.
Cook, author of the YA steampunk series, The
Iron Chronicles. Iron Horsemen - http://www.amazon.com/Iron-Horsemen-The-Chronicles/dp/0989207951, Iron Zulu - http://www.amazon.com/Iron-Zulu-Book-Two-Chronicles/dp/0989207978, and
Iron Lotus https://www.amazon.com/Iron-Lotus-Chronicles-Brad-Cook/dp/099639012X. A member of SCBWI, he currently serves as
Historian of St. Louis Writers Guild after three and half years as its
President. Learn more at www.bradrcook.com, on
Twitter @bradrcook https://twitter.com/bradrcook,
or
on his blog Thoughts from Midnight on tumblr http://bradrcook.tumblr.com/
