How to Create an Effective Trade Show Display

With all the trade show display options available today, it’s easy to lose sight of the basics. When it comes to creating a trade show display, your images and messages should be simple and your layouts clean. There are manythings to consider when designing a good display. Relying on the expertise of a professional graphic designer is your best bet. However, here are 5 basic tips on creating a display that is effective and eye-catching.

Below are five basic elements that every trade show display should include and tips for using each of these elements to create an effective trade show display.

1. Visual
2. Headline
3. Description
4. Company name & Logo
5. Website

1. VISUAL – Select your photos and images carefully.

Simple, bold and clear images are the most effective in creating a memorable canvas for your selling story. Ornate, involved, mysterious and confusing art and graphics may be great to look at but can be distracting and much less effective as a backdrop for your trade show message.

Tip: If possible, select simple single images. You may want to use many images to tell a complicated story, but often, a single simple image will serve you just as well. Your graphic designer can help locate the right photography to convey your message.

2. HEADLINE – Make it simple & easy to remember.

Choose your words carefully, and keep the headline for your trade show display simple, clear and short!

Most people that did not plan to visit you at the show will simply walk past your booth. They may, at best, give your display a passing glance. This, believe it or not, is often your only chance to grab them. If your trade show display has a carefully thought out and compelling headline, they may choose to take an extra moment and learn a little more about your company.

The shorter your headline the larger it can appear on your trade show display. The larger it is on your trade show display the further your display can reach into the trade show traffic. Even a small table top display with a short bold message can be seen from several yards away.

Your choice of typeface is also important. With thousands to choose from, the task of selecting the right one can seem daunting. Your graphic designer can help you choose the right font for your message.

Tip: Choose a simple and easy to read typeface. Next time you’re at a trade show, take notice of the displays produced by large companies. Not necessarily large booths, but even table top displays produced by large and successful companies consistently use simple bold graphics. You can and should do the same.

3. DESCRIPTION – Keep it short and sweet.

We know it’s tempting to write a description for your trade show display that explains everything you want your customer to know about your product or service, but don’t!

As much as you would like them to, most trade show attendees will not want to spend much time reading about your company. If the headline and graphic of your trade show display captured their attention, they may want to read a sentence or two at most. Keep your sentences short and choppy. Make each word count.

Tip:

• Use bullet points
• Keep your messages short
• Don’t get too technical
• Less is more

If you have access to a copywriter, use one. If not, ask a friend, a school teacher, and/or someone not connected to your business to review your trade show display description. You will be amazed how at how much you can learn.

4. COMPANY NAME & LOGO – Make it prominent.

It’s amazing how many trade show displays seem to hide their company name. You pay a lot of money to exhibit. Take a little extra effort and make certain your company’s name is easy for all to see!

Tip: Have the company name placed in the header portion of your trade show display, as most trade show visitors will expect to find it there.

As for a company logo, if you don’t have one, we suggest you hire a graphic designer to create one. It is your opportunity to make an impression. It makes you look established and professional.

5. WEBSITE – Feature the address.

Probably the single most important message in your whole trade show display is your website address. This is because if the show attendee saw something at your booth that interests them, they can copy your website address, even at a distance, and visit it at their leisure. If you don’t already have a website, get one!

Tip: Try to select a website name that is both meaningful to your business and one that is easy to remember.

Follow the five basic elements outlined above to make any table top display or floor display more effective at your next trade show