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The Importance of Signage for your Business

Nowadays, in such a competitive environment, successful, growing businesses need to think of a diverse number of marketing strategies in order to stand out from the crowd. 

Connecting your brand with consumers relies on more factors than ever before – and it’s about showing more than just your logo and products. Effective advertising gets to the very heart of your enterprise, visually relaying the exact message you want the world to see through websites, print advertising, social media – and your signage.

In a modern age where digital media is everything, signage can often get overlooked when advertising for businesses. However, traditional forms of signage can be as important and have as much impact as your website in terms of attracting new customers and building brand awareness. A survey by FedEx found that 76% of consumers entered a store or business they had never visited before based simply on its signs.

Here’s how using a range of signage can help your business.


Signs are an essential component of an overall marketing strategy. They draw attention to promotions and information about brands or products and can work as a silent salesperson for your business. Building brand awareness, new customer acquisition and repeated business are just some of the benefits to having quality signage as an advertising tool. Creative signage can be used to build a unique brand story, allowing consumers the chance to make a connection with your business before they even set foot in your store.

Year-Round Advertising

Sure, this depends on your location and whether your signage is indoor or outdoor, but signs advertise your business 24/7, 365 days a year. This provides a prominent, low-cost, low-effort advertising strategy no matter the time or day. Special thought should be given to how your signage looks after the sun goes down. Just because the office doors are closed, doesn’t mean you can’t utilise this time to effectively keep your brand front-of-mind with illuminated signs.

Different Types

There are a variety of sign types to give versatility in different locations. Outdoor signage such as footpath signs, flags and building signs can impact how a physical store performs and help draw attention to the locations of your business as well as differentiating it from surrounding businesses. Indoor signage and effective POS signs can help locate items within a store, advertise promotions, and lead to impulse purchases and increased sales or contact with consumers. Signs can be incredibly effective for off-premise use too. Whether you are running a campaign in a mall or promoting your business at an exhibition, a variety of different options of signage such as branded walls and lit-up brandframes can help increase brand awareness.

You can even mix the latest digital technology with your signage to create even more wow-factor in-store or at your promotional event.

Cost Effective

Signs are one of the most cost-effective marketing strategies because once you have truly great signage, it’s all yours! Although they may require a significant initial investment, once the signs are installed they require little to no upkeep and could potentially advertise your business to thousands of consumers on a daily basis. 

Great design

Signs do so much more than just inform – consumers will make judgements based on the visual appeal  and quality of the signage. It’s important to work with talented designers to create the right look for your brand. Ensure your signs – no matter the size, shape or type – are creative and unique in order to attract consumers and be used to their full potential.

Contact us today for more information on how Displays 2 Go can help you with our range of attention-grabbing, multi-media signs.

How to get the best results from backlit displays.

Using backlit displays – that is, a display with lighting behind the graphics – is one of the most powerful ways to add style and attention-grabbing appeal to your displays. It’s now cheaper than ever to produce high-quality, cost-effective backlit displays with powerful graphics to go with them. These developments, coupled with the boom in demand for promotional graphics, has resulted in a sharp increase in illuminated signage demand in the market. 

A number of scientific studies have proven that backlit displays draw more attention than a standard display due to the greater intensity of colour saturation and brilliance, which immediately draws the eye.

All illuminated displays are not made equal!

The importance of choosing the right hardware as a starting point is essential. For example, is this a simple display wall or something more complex, like an exhibition stand? Do you need it to be portable or will it stay in the same location? Do you or your team need to assemble it yourselves or will you get us to do it? These type of questions will be a guide as to which display is best for you.

Any budding photographer will tell you the difference in colour between different light sources, commonly called white balance. It’s important to consider your light source, as well as the lighting within the venue where your display is being used, to ensure you deliver your branding accurately. 

Key things to consider when preparing your graphics for printing.

Backlit displays and illuminated graphics are different from other forms of printed displays. What looks right on a printed poster may not look right on a backlit display, so it’s important to understand this and prepare your graphics carefully. Often with illuminated displays, you need to take a step back and look at it from a distance, taking in the whole effect. It’s only then that you can really appreciate the effect it has.

There are a number of important points to be aware of to give yourself the best results:

1. Go bold – Illuminated displays make the graphics pop when lit from behind, so when designing a graphic get your designers to think bold, strong colours. The use of darker colours such as blues, reds, blacks, and purples all have a powerful quality when lit. Lighter colours and pastels will lack the visual punch of strong colours, so go as bold as your design will allow.

2. Use contrasting colours – The use of contrast in an image makes a major impact with backlit displays, especially if it is an opposite such as white on black. The reason this is so relevant when back lighting is because of the major variation between how much light will pass through the dark colour versus the light colour. Because there is so much more light shining through the lighter colours means you’ll get an appealing contrast that looks fabulous.

3. Be prepared to see dense colours before the light goes on – When we are preparing your artwork for printing on backlit displays we are thinking about how it will look after the lights go on, not before. In order to give eye-popping vibrancy for back-lighting we use specific print profiles that will put a lot more ink down onto the graphics so as to greatly increase the colour density. Think of a piece of coloured cellophane, and how different the colour strength will be if looking at it indoors versus holding it against the sun. This extra ink density can make your graphics appear darker in colour when not illuminated, but the effect once lit can be extraordinary.

4. Be realistic about expectations when colour matching – We all know the importance of brand identity, and for many brands getting the colour right is non-negotiable. When it comes to colour matching on an illuminated display, what are you comparing the colour to? A non-illuminated display, such as a brochure or poster? Matching colours across different substrates is possible and can be requested, but be aware of how light passing through both fabric and ink can change the colour. When working with your printer it’s important they understand the difference in materials and the effect it may have.

At Displays 2 Go, we use specific colour profiles for each of the materials we print on so you get accurate colour that looks vibrant when backlit. We’ll work with you to deliver the result that is right for YOU!

Talk to us about your next backlit display project and we’ll help you with the right combination of hardware, lighting and print to give you an eye-popping result.

How Virtual Reality (VR) Affects The Way We Do Trade Shows and Exhibitions

As a business exhibiting at trade shows or exhibitions, one of your key objectives is invariably to stand out and capture the attention of potential customers. However, this is becoming harder and harder to do, particularly within highly competitive industries. So how do you make your audience interested in visiting your stand and deliver content that your customers want to experience?

Virtual Reality at Exhibitions

Virtual Reality brings an experience to life

Enter Virtual Reality!

Virtual Reality (VR) allows you to create something powerful for your brand. First, it gives your audience a reason to visit your booth and second it gives your audience a reason to stay!

Let’s be honest; looped videos and handing out brochures is very much the norm and can be quite bland. VR, on the other hand, gives you the opportunity to tell your story in an immersive experience and puts your products front and centre. Whilst most businesses stick to old routines, you can use VR to engage your audience using a multi-sensory experience that very few in the exhibition space are doing!

Studies suggest that of those that have tried VR before, 81% say they tell their friends about the experience and 79% seek to try it again! Think of all the word-of-mouth marketing you can benefit from that!  Those number really are extraordinary.

3 ways to use VR at your next exhibition:

Transporting customers to a virtual showroom

Trade show space can be limited, and it can be hard for you to have activities where you can truly tell your brand story. With the use of VR you can change all this and have unlimited floor space where you can create whatever experience you want for your audience. Let’s say you sell furniture, for example. Want to transport your visitors to your store and let them see your range of styles? With VR, you can! Give your customers a walk-through of your entire showroom and let them zoom in on every detail, see your full product range and get a feel for each product, just like in real life! You’ll definitely set yourself apart from the crowd and leave a lasting impression.

Check out below how McDonald’s used VR to give customers a VR tour of what it’s like eating at McDonald’s:

Sampling Your Products

Another great way to use VR is to use it for sampling your product. This may sound strange but demonstrating, or allowing your audience to experience the taste of your products, is something that can have a lasting effect. Take Boursin, for example, who designed the Boursin Sensorium roadshow and combined VR with a bespoke 360 degree CGI film. The experience was designed to make an impact on their audience and introduce them to new flavours without losing its luxury status. The campaign was a huge success with 5,097 consumers being immersed in the VR experience and two months after the event took place an amazing 92% of those asked recalled the experience.

Hands-on Training

VR also allows you to strike while the iron’s hot and give your customers hands-on training about your product right then and there. This is the perfect scenario if you sell complicated products or medical equipment. For example, you can give prospective buyers the training they need even before they place their order. This gives customers confidence in your product and brand, and perhaps an increased level of trust and value. Something definitely worth considering.

If you’d like to consider Virtual Reality for your next trade show or are curious to know how you can get the most out of it, don’t hesitate to give us a call at 1300 240 250 or email us at

The difference between industrial and domestic LCD display screens

So you need to buy a new screen for your business, but is there really that much difference between a consumer screen and a commercial one – apart from the price?

Commercial screens - Displays2go

The answer to this question is definitely YES. There are some huge differences when it comes to choosing between the two and, although they both produce an outstanding quality picture, they are simply engineered differently.

Here are the top 5 differences, in our opinion, between commercial and consumer screens:

Image Compatibility

The biggest difference is in how commercial screens are engineered. Commercial screens work well with a PC and AV standards, whereas the consumer type screens are designed specifically for TV/video formats with very limited PC resolutions.

Hours and Heat Management

The difference in usage is something that must be taken into consideration. For example a TV screen in an airport may never be turned off whereas a TV screen in the home may only be on between 2-4 hours a day.  They are built accordingly.

It is, therefore, essential that industrial screens are built with heavy-duty parts and components designed to handle the wear and tear, and extended hours of use. Some screens also feature an enhanced burn-in protection and cooling mechanism to cope with the hours of use.

Airport screens - Displays2Go

Suitability of Environment

The location where you are using your screen will impact on the features required. Most commercial screens will have the ability to protect controls in a public environment including the ability to lock the use of buttons on the actual panel or use of the manufacturer remote control. Most domestic screens will not have the ability to lock the display control.


It’s important to consider when and where your screen will be used as there are certain levels of brightness that are necessary, especially if the screen is facing the outdoors like in a shop window. The universal brightness measurement unit is cd/m2 or nit and most home screens are set to around 350nit. However, some commercial models have ‘high brights’ which are generally models that are 700nit or higher. These are used outdoors or in bright, sunlit areas. The typical screen you’ll see in a Westfield mall or an exhibition will be 700nit.

Length of Warranty

As most industrial screens are built to last, manufacturers will often offer a more robust, multi-year warranty program. Interestingly, the warranty on consumer products may state it is valid for up to 3 years but it will usually specify that use over and above four to six hours a day will void the warranty.

Hopefully these five factors have given you a small insight into the differences between screens and will enable you to go forth and purchase the right product for your situation. If you need further help in selecting a screen for your business, be it a touchscreen or an interactive flat panel screen, then please get in touch on 1300 240 250.



Aldi refocuses its attention

Some commentary suggests Aldi’s decision to close their online liquor store is a sign of failure, and proposes this could be the first of many setbacks for the retail giant in Australia.  I have to say I beg to differ and can only salute their decision. In my mind Aldi have tested the market and have stuck to their goals – if it ain’t working, get out!  Why waste time, money and energy trying to make something work.

Displays 2 go - Aldi Brand

Aldi have been open and honest with their customers, and have even emailed them with an explanation as to why they are closing. This intimate approach shows a thoughtfulness towards their customers, and more importantly indicates the value they place in them. It was important that users of the service found out via Aldi directly, not from the morning tabloid or radio news. The email clearly pointed out that Aldi wanted to focus on continuing to provide a great customer experience whilst still being able to maintain low prices.

It is clear that Aldi knows their core focus, which suggests why it took ten years to get liquor in their supermarkets in the first place. Despite winning medals at some of the local wine shows, Aldi has indicated it wants to be known as the discount supermarket chain that offers a great store experience and value to its clients above all else.

I think as a business we can only take our hats off to Aldi and applaud their initiative, their focus, and their ability to react to the marketplace so quickly. There are many businesses that could learn from this – including their competitors!

Phil Hine is the General Manager at Displays 2 Go Australia’s leading manufacturer of in-store demonstration and sampling equipment. With an outstanding range of products, a clear understanding of the marketplace and custom built designs that provide the perfect solutions to meet your needs, why not give us a call?

Call us now 1300 240 250

Aldi Ranked third in Australia for brand awareness

Over the past year, Aldi has certainly been hitting the headlines in the Australian supermarket wars. In the latest study by UK-based research company YouGov, the results indicate that Aldi is one of the most talked about brands in Australia and is up there with top brands such as Google, YouTube and Apple.

Displays 2 go - Aldi Brand

The studies rankings are from Q4 2015 and included over 250 brands. They asked respondents: “If you’ve heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?”

Scores can range from 100 to -100 and are compiled by subtracting negative feedback from positive.


As expected the top 10 list is dominated by digital heavyweights, but Aldi came in third on the list: the highest non-digital brand featured, ahead of supermarket giant Coles who came in fifth. No surprise that the major rival Woolworths didn’t make the list following a year of forgettable ad campaigns and consumer disappointment.

So if anyone was thinking that Aldi was not here to stay, think again. Aldi has made a massive impact on consumers and looks like it is becoming a household name whether you shop there or not.



Will Australia follow the UK in the grocery price war?

The price wars in the UK have been ongoing for the past few years and market dynamics have changed the way supermarkets run. Ever since the German discount stores Aldi and Lidl have entered the marketplace things have had to change. Aldi has become a mainstream name in many households around the UK and the main place to shop due to its low prices on commodity items.Displays 2 Go - Supermarket wars

No longer are the well known brands such as Sainsbury’s and Tesco able to trade on their name alone, and simply offer weekly specials. They have had to embark on completely new strategies to lure back customers, setting aside enough cash resources to offer regular deeper price cuts to compete with Aldi. They’ve been forced to improve the quality of over 3000 products to try to differentiate themselves from the discount stores. This price war has damaged the big four supermarket chains drastically, where margins are reported to have fallen by 50% in the last 3 years.

The big question is: will Australia follow the UK and be forced into a more intense battle with the discount stores to maintain margins and market share?

Aldi opened its first store in Australia in 2001 and now have over 366 stores in NSW, Victoria and Queensland. A combination of cost-conscious shoppers and savvy marketing to families has encouraged more than half of Australian households to visit an Aldi store in 2014.

We are already starting to see an increase in the depth and frequency of weekly promotions and cut shelf prices on hundreds of food and grocery items amongst the big retailers. Over Easter, Coles and Woolworths slashed the prices of some products by as much as 50% to entice consumers.

Displays 2 Go - Price cutHowever, Woolworths have been advised by investment bank UBS not to embark on an all out price war. Instead, they’ve been told to follow a strategy that enables them to reduce shelf prices by 30% on a thousand product lines to overcome perceptions its prices are too high, thus protecting its margin and minimizing fallout.

But will this be enough?

One thing for sure is the German discount chain Aldi have huge investment plans for Australia, and with an increasing market share they are certainly becoming a force to be reckoned with. Aldi’s planned $700 million expansion to WA and SA is expected to increase growth drastically. In WA alone Aldi plans to open 70 stores over the next few years. The recent acquisition of the Captain Stirling shopping centre in Nedlands in Perth’s wealthy western suburbs just shows the commitment this company has to compete with retail giants Woolworths and Coles. Just across the road, Woolworths have been fighting a losing battle to gain council approval to get a foothold into the area.Displays 2 Go - Supermarket wars

If our grocery stores are not to be dragged into a price war, the key must be differentiation. It will be interesting to see the changes over the next 12 months as this happens, Will they radically change their product offerings or focus on shopper experience? Recent behavior from the big two suggests not. And as prices come under pressure, will our stores continue to come down even harder on suppliers to reduce costs? The next two years will be fascinating to observe.

If you would like to offer a better shopper experience to your customers then visit

It’s all about creating brand relationships

More and more companies these days are adopting experiential marketing as a backbone to their overall branding plans. Tactile engagements where people can feel, touch and taste the product is much more effective than simply reading about it or watching it.  It’s about deepening and enhancing relationships.

Displays 2 Go - demonstration tablesExperiential marketing is about connecting consumers with brands through live face-to-face experiences, allowing companies to truly design their user experience leaving the consumer with relevant and personal memories. When Cadbury launched the new chocolate bar brand called Marvellous Creations they had a TV campaign that showed a magical secret place underground called Joyville, where everyone is smiling and magical things happened. This launch was accompanied by an in-store sampling experiential campaign that delivered an amazing experience for kids and adults. The sampling machine dispensed squares of chocolate into a cone which doubled up as a coupon – magical!

Displays 2 Go - digital cultureThe overwhelming array of media makes it harder for brands to be seen and heard. Companies are realising that brand awareness is no longer enough – it’s about brand experiences and connecting with people. One of the objective’s with experiential is to create an experience that is so engaging and relevant that people not only buy the product but post photos and talk about it on social media creating a consistent brand presence.

Displays 2 Go - Face to face customer experience The digital culture has changed expectations in consumers. No longer are they interested in being spoken to as a demographic; they want to be spoken to as an individual. Face to face engagement allows the brand ambassadors to easily gather information in the midst of engagement. Its live, its quick and it’s a great way to collect some key market research on consumer behaviour.

So what are the main things to keep in mind with experiential marketing?

1. Creativity is King – be different and make some noise

2. Have a product tie-in – make sure your brand is woven into every concept of the campaign

3. Build a crowd – large groups of people get people interested and that’s when the magic happens

4. Listen to your customers – social chatter is a good indicator of what your audience thought so don’t dismiss it.

At Displays 2 Go we work with many companies producing the hardware for campaigns whether its a demonstration table, iPad stand, SuperWall or custom made sampling trays. We understand that the display has to be eye-catching and visual, after all 40% of people respond better to visual information that text. It’s not just about handing out free samples; you need to forge a bond with your customer by linking the whole brand experience to their everyday life, and creating positive associations. Creativity is key and we love to be part of making a campaign happen.

If you would like to talk to us about making your next experiential campaign happen then please call us on 1300 240 250






Don’t look back in anger

In today’s world we all want quick and easy wins, and the exhibition display world is no different.  Most exhibition stands are now easy to assemble and you can even fit them in your car.  Don’t believe me?  Then you need to read on.

Gone are the days when you had to organise a van to come and collect your 30kg stand from the office and deliver it to the exhibition hall.  These days, using lightweight aluminium and fabric panels means it can all fit into one small case and on the front seat of your car!

So how have traditional displays changed in the last few years?

Pop-Up Walls

images-10So-called traditional displays are considered to be spider frame stands with laminated drop panels.  Let’s be honest: They’re a nightmare to assemble and hang!  Who remembers these scenarios:

  • Trying to line up the panels so they are straight
  • Trying to carry the cumbersome panels without knocking the corners
  • Trying to roll up the panels so they don’t become cracked and damaged
  • Finding that panels have been scuffed when dismantling the stand

When the stand is constructed and looking it’s best you need to ensure that all the images are aligned and that the seams are pushed together.  This is not always easy, especially as the laminated panels reflect light, making the seams more prominent.  Of course there is a plus side: If you get all the construction right then these traditional displays are very impressive and the graphic quality is spectacular but most people don’t have the time or experience to do this any more.  So here’s what the new generation can offer you.

Introducing the SuperWall, a portable display solution that is lightweight, easy to use and as effective as traditional displays.  So what’s it all about?

trade-show-backdropThe SuperWall comes in different sizes and shapes but essentially it is made from an aluminium snap lock frame that can be constructed in minutes, not hours!  A fabric graphic sleeve slides over the frame like a pillowcase and presents superbly.  There are no seams to line up or worry about and the big difference is that the print quality on the fabric is stunning.  Watch our video to see how easy it really is.

Using fabric allows the user to access print technology known as dye sublimation, which can deliver extraordinarily vibrant, impactful graphic reproduction.  It’s perfect for throwing in your washing machine as the inks are permanently part of the fabric, making it both colour fast and colour safe.  Dye sublimation uses water-based inks, and fabrics are up to 90% recycled, making it one of the most eco-friendly display solutions available.

Exhibition Wall Graphics

_iKOU fabric Graphics 2 Go and portable plinths 2Exhibition wall graphics are a cost effective and important part of your display and if they are not presented professionally then you may as well pack up and go home.  Past wall graphics were either a combination of rolling panels that had to be linked up to form a picture or a number of folding laminated panels that made one large image.  They took up a lot of space and were not only hard to transport but also hard to handle – especially 5’4″ and wearing heels!

In today’s display arena we can offer you a one piece graphic that simply Velcros to your existing wall, whether carpeted or smooth.  It pulls tight giving a nice flat stunning image with no seams!



Sales Tables and Plinths

1369604175Sales tables and plinths are often used for exhibitions and product sampling in supermarkets or shopping malls.  The old style version was made from either timber or polystyrene.  Either way they were bulky to move around and often hard to assemble.

Today these tables come in an array of sizes, depending on your needs, so if you require a small compact work area or a larger table to cook on, there are different models to fit your needs.  Each plinth weighs just a few kilos, but will support over 70kg in weight themselves.  They fold flat for easy storage and transportation and require no tools to assemble. You can easily add a customised finish with your logo, graphics or corporate colours.

So, if you need to upgrade your exhibition stands or sales tables then ask about these new generation portable products and give them a go.  You will never look back.