Designing Effective Trade Show Displays

Designing and creating compelling and effective graphic designs for trade show displays shouldn't require an advanced degree from Harvard or Yale. All you really need to do is use common sense. Unfortunately, judging by the surprising lack of effective trade show displays at many shows, it seems that common sense may not be all that common. Based on some of the trade show display designs I've seen, I have no idea what the designer was thinking. But by reading this article and following these basic steps, 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?). The key to effectiveness is to make sure your design does these three things.

First, your booth must grab the attention of people walking by. Think of your trade show booth as a needle in a haystack. You've got to differentiate your booth from all the other booths at the show. You don't want people to just walk by your booth. A big, bold, "in your face" background picture will almost always take care of this first step.

Second, your booth design should make clear who you are and also what it is that you do. Use big letters for your company name and put it at the top. Then explain what your company does in one or two easy to understand 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 design must tell people WWIFT (what's in it for them). Your design must address this question to be effective. People are interested in how you can help them - that is why they will stop and talk. For instance, if you are a financial services company, tell them how much money you can make them. No matter what, you must tell people how you will help them.

In the end, it comes down to this. Designing effective trade show displays means creating a design that does the three things above. Your design must stand out from the crowd and get noticed. Your booth design should have your company name at the top and what your company does. And finally, your design must communicate the benefits you offer. To be a successful trade show marketer, make sure your trade show display design accomplishes these three points. Here's to making your next trade show a smashing success!

By: Steve Booth

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