If you go to enough trade shows, you see all types of displays. See if you recognize these examples of what NOT to do:
The “Kitchen Sink”
This is the booth that has it all. And by “all” I mean everything the booth owner could throw at it: company logo, product logos, product photos, tag line, bullet points, graphs, a shot of the company’s building, and something resembling a starburst. They want the most bang for their buck so they filled every square inch with data. Too bad nobody’s going to read it. Save the detailed info for your brochures and catalogs. Less is indeed more.
The “Ransom Note”
This display is a hodgepodge of rectangular signs Velcroed onto fabric panels. The owner wants flexibility, so they swap out the rectangles to fit each particular show. Unfortunately, what’s being held hostage is any sense of branding. Rather than making your booth a patchwork of inconsistency, create a clean, contiguous design that tells the world you devote as much attention to your customers as you do to your brand.
The “Buried Treasure”
Text should go at the top of the display, and anything important should be in the upper half, preferably at eye level. Anything along the bottom of the display will be missed. How often do you look at the baseboards in your neighbor’s house? Exactly. Don’t bury vital information in no man’s land at the bottom.
The “No Trespassing”
An ambiguous, confusing, or bland design will ensure show attendees keep walking. Your booth should invite visitors into it to explore, investigate, and learn why they need your product or service. They should not look at your display and think, “So, what is it they do exactly?” Have a clear message and communicate it with stunning graphics, and the No Trespassing sign will become a welcome mat.
The “Penny-Pincher”
A display with cheap hardware and an amateur design doesn’t send a positive message to the thousands of people strolling by your booth. But high quality and affordability are not mutually exclusive. The right designer can create a beautiful extension of your brand that looks like a million bucks (while costing you considerably less).