3 Keys to Simple, Successful Trade Show Booth Design


If you’ve ever walked around a trade show, you know that there are many, many different approaches to creating an event booth that gets noticed. We’ve seen it all – crazy color schemes, sky-high banners, futuristic furniture, even phone-filled fish tanks. It can be hard to know where to start, and what to focus your energy on, when you’re designing a booth from scratch or overhauling your current setup.

Your trade show display is typically your first introduction to a new lead or visitor, the first glimpse they get of your brand and what you do. That’s why bizarre setups or goofy gimmicks aren’t always the best approach: yes, you’ll get attention, but is that the first impression you want to make? Better to treat your trade show booth as a succinct, professional gateway into your brand. 

1.  Greet Traffic with Great Graphics

Expand MediaWallThink about your marketing materials, homepage, advertising: most likely you have an image header or a large graphic that welcomes new eyes. Ideally it’s something that summarizes what you do, or who you are as a brand, whether that’s a logo, product image or action shot. This is also what your event booth should be doing – and an impressive back wall is the best way to do the job. If you want event-goers who’ve never seen you before to get you in a glance, a sweeping back wall with large images and your brand name is the most straightforward method of introducing yourself.

2.  Put Visitor Experience First

trade show visitorsIt’s true that an odd setup or unusual furniture might get attention, but is it really the functionality that you need, and that visitors expect? You wouldn’t design your store, office or website without thinking about the user experience, so why design your trade show booth without considering how visitors will interact with your space? Interaction is what event-goers want when they attend a trade show; make sure your booth incorporates the right space to encourage it! A crowded space isn’t inviting, and doesn’t welcome visitors to come in closer to handle products, try samples, watch a demo, take a brochure, or have a chat.

3.  Refine Your Introduction Message

Besides a large graphic, most marketing materials also have a few words, or even a sentence or two, to summarize or introduce the business to newcomers. Whether that’s what you do, what you’re selling, who you can help, or what you do better than the rest, newcomers need to know in a few seconds if you’re what they’re looking for.

elevator pitchWhen trade show visitors approach your booth, you should have a succinct, straightforward summary for them, much like bullet points of what you do and how it helps, or the problems you solve. Craft and practice it like an elevator pitch, but make sure your tone is friendly and welcoming to visitors – it’s an introduction, not a business meeting.

If your trade show booth is designed well, with high-quality visuals that attract attention, you won’t need all those crazy gimmicks and weird extras. Put your best foot forward with simple, refined visuals that show off your brand, and you’ll make a great first impression every time.


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