Trade Show Display Design Basics

By: steve booth Click author's name for more of his/her articles

There are three basic trade show display design steps that if followed will almost always guarantee an effective and successful trade show design. Regardless of what professional designers may tell you, designing effective trade show displays doesn't require a doctorate in nuclear physics, or even a degree in graphic design. In fact, it’s mainly just common sense. But that doesn’t mean that effective trade show displays are really all that common at trade shows. Judging by many of the trade show display designs I've seen, it seems that more often than not, trade show exhibitors miss the mark and don't have a clear message. But if you can read and follow the common sense steps that I list out here, you'll be able to design and create a "common sense" effective trade show display that bring traffic to your trade show booth - traffic that you can then turn into leads and customers (and isn't that the fundamental point behind trade show exhibiting?). Just follow these three easy steps to make sure your design is effective.

First, you need to get noticed. Your booth is just one of many that people will walk by - it is the proverbial needle in a haystack. Your design must distinguish your booth from all the other trade show booths. You won't get much booth traffic if people just ignore your booth and walk on by. Combining a full-color background image with a memorable catch phrase or tag line is one simple way to accomplish "getting noticed".

Second, your booth design should make clear who you are and also what it is that you do. Your design must include your company name in big bold letters. Under your company name, explain what your company does in one or two short sentences. Test your design by having a friend look at it for a few seconds and then have them tell you who you are and what you do.

Third, your trade show display design must tell people WWIFT (what's in it for them). This is the most important (and basic) part of an effective design. People reasonably are thinking about themselves and want to know if you can help them. For instance, if you are a seo company, you might say that you can get them on the first page for their keywords. Just remember, to be effective, your design must explain how you can help. You may consider handing out some free trade show giveaways with your display message (WWIFT) on the giveaways to drive home the point that you are there to help!

In summary, the basics of designing effective trade show displays means having a crystal clear message that accomplishes the three basic steps above. You need a trade show display design that stands out. You need a design that states who you are and explains what you do. And most important, you need to list the benefits your offer (how you can help people). Make sure your trade show display design is effective and covers these three basic steps, and be more successful with your trade show marketing. Make your next trade show your most successful trade show yet!

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