Exhibition booth typography: how to pick a font that reads from 20 metres

The short answer: typography is the #1 readability factor in booth signage. Sans-serif fonts (Helvetica, Inter, Manrope) work in 95% of cases. Headlines: minimum 20 cm height for readability at 20 m. Body copy: minimum 8 cm. Contrast: 7:1 minimum for WCAG-grade readability. Below is the complete guide.

Why typography matters

On the show floor, typography decisions affect visitor behaviour in milliseconds:

• At 20 m distance: visitor decides whether to approach
• At 5 m: visitor reads headline + decides to stop
• At 1 m: visitor reads body copy + details

Bad typography at any level = lost opportunity.

Font choice: 3 categories that work

Geometric sans-serifs (modern, professional)

Examples: Helvetica, Manrope, Inter, Montserrat, Avenir

Best for: tech, finance, B2B services, modern brands Why: clean, neutral, maximum readability Avoid for: heritage brands, premium luxury (feels too generic)

Humanist sans-serifs (warmer, accessible)

Examples: Source Sans Pro, Open Sans, Lato, PT Sans

Best for: healthcare, education, hospitality, mid-market Why: warmer feel, retains readability Avoid for: industrial, technical brands

Display fonts (statement-making)

Examples: custom serif, art deco, slab serif

Best for: premium brands, fashion, food/beverage Why: distinctive character Avoid for: heavy text usage — only for headlines

Font sizes that work

Critical rule: typography must be readable from appropriate distance.

Element	Min height	Read distance	Use
Company logo	30-50 cm	20-30 m	Top of backwall
Hero headline	20-30 cm	15-25 m	Main message
Sub-headline	10-15 cm	8-15 m	Supporting message
Body copy	6-10 cm	3-8 m	Detailed info
Call-to-action	8-12 cm	5-10 m	”Visit booth” type messages
Fine print	3-5 cm	1-2 m	Disclaimers, fine print

Rule of thumb: Font height in cm = max readable distance in metres / 1.5

Example: 30 cm tall letters readable at 45 m, comfortable at 20 m.

Contrast and readability

Contrast is critical for visibility:

WCAG AA (minimum): 4.5:1 contrast ratio WCAG AAA (recommended): 7:1 Booth ideal: 8:1 minimum

Common contrast issues:

• Dark blue on black: 1.5:1 = unreadable
• Light grey on white: 2.5:1 = poor
• White on neon yellow: 1.8:1 = bad

Always test contrast with tools (WebAIM Contrast Checker, Coolors).

Weight and hierarchy

Use weight differently for clear hierarchy:

Headlines: Bold or Extra Bold (700-900) Sub-headlines: Semi-Bold or Bold (600-700) Body: Regular or Medium (400-500) Captions: Light or Regular (300-400)

Avoid:

• All Bold (loses hierarchy)
• All Light (looks weak at distance)
• Too many weights (cluttered)

Spacing matters (kerning, leading)

Tight kerning is a common booth mistake. Spacing rules:

Kerning (between letters):

• Headlines: slightly looser than digital (web)
• All caps: extra tracking (10-20%)
• Body: standard

Leading (between lines):

• 1.2-1.4x font size for headlines
• 1.4-1.6x for body copy
• Tighter = harder to read at distance

Word spacing:

• 0.25 em standard
• 0.35 em for displays viewed from afar

Colour in typography

Beyond just contrast:

Brand colours: use sparingly. Brand colour for logo + 1 accent, neutral for body.

Colour psychology: apply colour theory (covered in colour psychology article).

Avoid:

• All-colour text (no visual rest)
• Too many colours (3 max in one piece)
• Colour-only differentiation (accessibility issue)

Text-graphic relationships

Booth signage is rarely pure text:

Combinations that work:

• Image + caption (60% image / 40% text)
• Text-heavy headline + supporting image
• Pull quote + supporting paragraph
• Stat + explanation

Avoid:

• Text overlay images that reduce readability
• Mismatched fonts in image and text
• Too much information in one composition

Vertical typography (rare but powerful)

Vertical text creates striking visual effect for:

Bold vertical statements: premium brand expressions Side-mounted signage: aisle-facing identification Architectural pieces: booth identity elements

Rules:

• Read top-to-bottom (Western convention)
• Letters individually rotated (not rotated as block)
• Bold weight required for readability
• Sparingly used

Common typography mistakes

Mistake 1: Wrong font choice. Generic Arial in a premium brand looks cheap.

Mistake 2: Too small. Headlines that need 5 m distance to read = lost opportunity from far.

Mistake 3: Poor contrast. Pretty colours that don’t communicate.

Mistake 4: Too many fonts. More than 2 typefaces = visual chaos.

Mistake 5: Italic in headlines. Italics reduce distance readability 25-30%.

Mistake 6: Tight kerning in all caps. Hard to read, looks unprofessional.

Mistake 7: Letting designer’s preferences override functionality. “Beautiful font” that doesn’t work in booth context.

Booth signage typography checklist

Before signing off designs:

• Headlines readable from 20 m? Test with mockup
• Body copy readable from 5 m?
• All text > 4.5:1 contrast?
• Brand colours used consistently?
• Fonts match brand guidelines?
• Hierarchy clear (3 levels)?
• Spacing right (kerning, leading)?
• All text vector format for print?
• Tested with actual lighting?
• Accessibility considerations (colour-blind users)?

Frequently asked questions

Are Google Fonts reliable for booth signage? Yes — but printed versions need to be in vector format. Most popular Google Fonts (Inter, Manrope, Roboto) come in vector format.

How much does the surface affect typography? Significantly. Glossy surfaces cause glare on characters. Matte preferred for readability.

Is a licensed font necessary for booths? For one-off booth use, free fonts okay. For long-term brand use, license premium font.

How much spacing between headlines and body? 1.5-2x font size space between sections.

Is using trademarked fonts free ethical? No. Always license commercial fonts. Adobe Fonts subscription covers most needs (€20/month).

How do I handle multiple languages in the same booth? Same font family if available (Inter, Noto). Different fonts per language acceptable if consistent within each.

Is font kerning important for non-Latin scripts (Greek)? Yes. Greek requires specific kerning rules. Test with native speakers.

Are 3D printed letters reliable? Yes — interesting alternative to flat printed text. Cost €30-100 per character.

How do I handle text on curved surfaces? Slightly increase font size to compensate for perspective distortion. Test with mockup.

Is Greek + English typography necessary at national shows? Yes. Greek primary for local audience, English secondary for international visitors.

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Designing a booth and need typography guidance? Send us the details and we’ll suggest a type system. Also read colour psychology and 10 common booth mistakes.