3 tips to make your trade show booth stand out

Plan for visual impact

How do you establish your trade show booth’s visual identity? First and foremost, your brand should be clearly identifiable and stand out with all its important features. Your graphic messaging should also be clearly visible from a distance and be placed in a consistent and meaningful context. It is also important to take into account the physical space in which the booth will be placed: what you see in the planning stage, in an neutral space, is hardly the same as what your audience will see in a crowded venue. For instance, it is pointless to place important graphic elements in the lower part of the booth, where they would be mostly hidden from view. You should concentrate your messaging higher up, where the attendees’ gaze is most likely to fall. If you use text on your booth, make sure it is printed in high contrast and in large, clear and readable fonts. The same applies to logos and graphics: readability should never be an after-thought and should always be optimised for the physical medium on which the content will be printed. Always use professional services to ensure high quality results!

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Design interactive spaces

A trade show booth should inspire action, not encourage passive behaviour. This means that, for instance, a video presentation playing in the background will have a limited attraction potential, whereas the possibility to perform an action will be more likely to spark the attendees’ interest. Gamification can help you in this regard: organising activities involving prizes, giveaways, free consultations (depending on the service or product you intend to offer at the exhibition) is a great way of attracting attention if the context and your brand identity allow it. The possibility of trying out your product directly at the booth, as long as it is compatible with your offer, is also a good way of making your brand stand out.

Don’t be afraid of empty spaces

A common mistake that many inexperienced exhibitors make when it comes to booth design options is the so-called ‘horror vacui’ – that is, thinking that any space not taken up by visual elements such as logos, lettering, CTAs, and messages is wasted. This is not the case. While it is true that spaces must be optimised to communicate your message, it is also true that the human eye, when interpreting visual communication, needs to “breathe” and finds comfort in harmony and balance. An elegant and visually ‘clean’ space facilitates interactions at your booth.

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