When designing a trade show booth it’s important to realise that your trade show display serves as a direct, powerful reflection of the quality, image, and service of your company and its products.
You only have a very small window of time to attract trade show visitors to your booth and to maximize sales opportunities.
It’s imperative that the visual impact of your trade show display makes a strong first impression and communicates your message in a matter of seconds.
The first thing to consider, is to ask yourself what you hope to accomplish, by participating in the event when designing your trade show display. Answer these questions as you begin considering the type, design and size of your trade show display:
How do you plan to use your trade show exhibit to meet your objectives?
How large is the trade show in which you plan to participate? Does it attract national, regional or local audiences?
What location type (in-line, corner, end, island) and size of trade show exhibit display space will you reserve?
How will you transport your display to the show?
How much money are you willing to invest in your exhibit?
Your trade show display decision should be based on your specific trade show objectives, your budget, and your corporate branding goals and guidelines.
Whether you decide to have a custom display produced, or adapt a used or rental unit, the type of booth you need, will be based on the nature of the show you are attending and what you want to accomplish.
Why does exhibit design matter? Because a well-designed exhibit is so effective at cutting through the trade show clutter and getting your message to your target audience.
The average trade show attendee will spend 7 to 8 hours on the floor over a period of 2 to 3 days visiting an average of 25-31 exhibits. This leaves 5 to 15 minutes per visit. This gives you only 5 to 15 minutes to make a lasting impression that will give you an edge over the competition.
Design principles for trade show displays are critically important and there are many aspects that will help to ensure that you achieve the maximum impact from your trade show display.
Here are just a few:
Keep the focal points of your trade show display at eye level or higher (i.e. main image, company logo, principal messages, etc
Do not position any meaningful part of your graphic or language in the lower 1/3 of the booth as this area offers the least amount of visibility and can often be obscured by people, chairs and podiums, etc.
The number of images should be kept to a minimum. If several images are required, focus on one or two main images and use the remaining ones for support purposes only. Exhibit graphics are meant to stop people and to enhance what is being displayed.
Text should also be kept to a minimum. Keep your message short and concise. Seven words or less work best.
Remember, your trade show display, besides grabbing attention, needs to stop traffic and draw in customers.
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