Design 101

When you are showcasing your company at a tradeshow, your booth represents who your company is, what you have to offer, and why you’re different from your competition. At best, you’re going to have only a few seconds to catch attendees’ attention and draw them in. While this may seem a daunting task, there are a few design ideas you can keep in mind to make your booth a worthwhile stop.

Know Your Audience:

  • Find out who is attending the trade show and why
  • Decide whom you want to attract
  • Appeal to your target market to generate booth traffic
  • Don’t market minivans to bachelors if you know what I mean

Your Display is a Giant Billboard on the Show Floor:

  • First thing visitors will see is the top of your display, at a distance
  • Fill it with your company name or logo, or even a representation of your service or product
  • Design it large and clear enough to be seen from 10-20 ft

The Whole Display Matters:

  • Highlight the important details that make you unique
  • Less is more, avoid unnecessary words or images
  • Place important elements at eye level, they’ll be seen naturally
  • Use neutral or complimentary colors for a background to make your company’s images and colors stand out
  • Don’t be afraid to break the mold

Extra Extras:

  • Use monitors or projectors to catch people’s attention
  • Lighting can be used to highlight areas of interest
  • Backlighting or spotlighting accentuates designs
  • Sound can set a mood for your visitors
  • Create your own environment away from the hustle, bustle and chatter of the show floor

In creating a design scheme, it is important that all aspects of your booth share the same look. From your graphics, to your marketing handouts, to the clothes your staffers wear to even your giveaways, everything should flow together to create a feeling of unity. It should be created around your company, your brand, and should give attendees a distinct feeling of who you are. The essence of any good design should boil down to a phrase, a word, an image, or even just a feeling that will last with an attendee. And remember, just because you are fond of something, doesn’t mean your customer will be.

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