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Rules Of Engagement For Designing Your Trade Show Stand

What makes for an effective trade show booth? Is it the complexity of the booth’s design? Is it the brash use of several colors and fonts? Does success hinge on signage that lists every possible benefit of working with the exhibitor?

In a word, no.

Booth design is one of most challenging aspects of trade show marketing. While every exhibitor wants to experience success, few are familiar with the principles that attract targeted traffic to their exhibits.

This article will offer several tips and tricks for designing a trade show booth that commands attendees’ attention. Along the way, you may find that some of your assumptions are worthy of reassessment. The good news is that once you know the basic tenets of proper design, you’ll be able to create trade show exhibits that generate results.

Design For Distance

Imagine standing several feet away from the entrance to your booth. Do you have a clear view of your banners and graphics? Now imagine standing 50 feet away. Can you still read your messaging? Now position yourself on the other side of the convention hall. Are you still able to see your company logo or is your entire display obscured from view?

Other variables remaining the same, the farther away your banner and graphics can be seen clearly by attendees, the more traffic you’ll receive.

Simplify Your Design

When it comes to booth design, simplicity is the exhibitor’s friend. Consider color. While it’s a powerful tool for conveying an image and message to attendees, using too many colors will make your display seem erratic. Limit the number you use to just a few. Also, make sure the colors complement each other rather than create glaring contrasts that are jarring to the eye.

Fonts are another common problem area. Employing too many will make your banner and other signage difficult to read. Try to use a single font, or two at the most, throughout your entire exhibit. That includes your display walls, Velcro panels, and even the small banner hanging from your tabletop trade show stand. Your messaging will be much easier to read.

Condense Your Message

Think of the words displayed on your banner as a type of currency. The more words you use, the greater the cost. The cost isn’t reflected in dollar terms. Rather, it’s reflected in the attention span of the attendees and how well they can recall your core message.

Here, brevity is essential. By condensing your message to its fundamental parts, eliminating every unnecessary word, you’ll maximize the odds that prospects will remember it. With luck – and perhaps some free marketing collateral – they’ll be able to quickly recall your message when you follow up with them after the event.

Allow Open Space

Many exhibitors pack their booths with as many products as possible. They do so in order to have quick access to every item that prospects might want to see. Unfortunately, the result is a cramped space that offers little room for their staffers to speak with attendees.

If your employees are unable to speak with the folks who visit your trade show stand, they won’t be able to present your products as solutions to their problems. They’ll also have a more difficult time qualifying prospects and collecting targeted leads.

Design your trade show stand so that it provides plenty of open space. The space will better accommodate conversation between your staffers and your booth visitors. The extra room will also make your exhibit seem more welcoming.

Use A Trade Show Stand

If you have a banner, large poster, or other signage that you’d like to display within or just outside your booth, use a trade show stand to support it. Lightweight materials make them easy to transport. They also come in various sizes, including ones that can be set upon a table.

One of the advantages of using banners is that they can be easily moved. If you need to reposition your signage to better leverage the flow of attendee traffic, you can do so without dismantling your exhibit.

Take Good Notes

As you attend event after event, you’ll gain a better understanding of which booth design elements get a response from attendees. You’ll discover that some things work better than others in certain venues. You’ll also find that certain design elements are more effective for accomplishing select objectives (e.g. collecting leads, improving brand awareness, attracting foot traffic, etc.).

Take notes at each event. Also, ask attendees to share their thoughts about your exhibit. What did they like? What elements drew their attention? What aspects were a turn off to them? Refer to your notes each time you prepare for another trade show. Over time, you’ll be able to identify trends that will help you to make better design decisions.

Booth design is part art and part science. The good news is that you can learn both ends. Even if you become proficient, however, it’s still a good idea to consult a professional designer prior to the show.

Skyline (http://www.skylinees.com/New-Products/) has more than 30 years of experience designing attractive, affordable, and effective trade show exhibits. Whether you need a large-scale island exhibit system or a durable Detroit trade show stand for your signage, Skyline has the solution. To explore our gallery of new products, visit http://www.skylinees.com/ today.

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