Every trade show marketing company is different. When it comes to exhibit displays, every experienced trade show designer will tell you the same thing about the basics to your area’s creative: keep it simple, unique yet easily digestible, and succinct in both space and messaging. And while that sounds like relatively easy rules to follow when developing trade show displays, you’d be surprised just how often these seemingly straightforward rules quickly get left behind.

Here are a few ways to create the most effective trade show exhibit design that every business should keep top of mind:


Always keep your messaging short and snappy. Sure, it must be intriguing and alluring, but only to draw passive attendees into your booth so you can tell them more. The truth is, your company’s display has about three to four seconds to capture a prospect’s attention, and the words that adorn your display need to be remarkably on point and full of intrigue to be most effective. Treat your display as a billboard on a highway, and try to get your brand positioning across in six words or less.

This ”Streamlined By Brizo” headline concisely positions their elegant, modern product design aesthetic.

One side of Robinson’s hanging sign distills their position of providing fresh produce to just three syllables: “We Speak Fresh.”


We have discussed a holistic approach to trade show displays before with the 4 Insights of Successful Exhibit Space Design, but there’s even more you can do even on the most basic level. From waiting areas for high-traffic shows to displays that take strategic advantage of the high ceilings in the exhibit space, work with your trade show exhibit designers ahead of time to make the most of your booth space in all dimensions.

Vital fills their booth space with meeting spaces on 2 levels to help them develop stronger relationships. The exhibit maintains a high degree of visual appeal by varying meeting spaces with a variety of complementary furniture styles, shapes, sizes and layouts.

Sick Sensors makes a massive impression with monumental exhibit arches that span almost out to the exhibit aisles and second-story meeting spaces.


Designing with “wow factor” is no longer a factor in today’s marketplace. Elaborate and gaudy displays attract attention for all the wrong reasons. You want to move product or showcase new advances at your trade shows, not become a sideshow. Applying a strategic use of lighting to accentuate a distinctive design is one low-key way to increase a higher level of interest. And you’ll find a sleek, one-of-a-kind design will not only keep the focus on your products and people, but also ultimately keep you on the desired path to trade show success.

Sleep Number prospects relax on beds and watch product videos on TV monitors cleverly housed in hanging cloud shapes that echo the large hanging sign above the exhibit.

This award-winning Delta/Brizo exhibit utilizes layers of soft lighting, texture and pattern to create a subtle water metaphor while an active waterfall provided an unique, immersive “water” experience that attracted traffic and set the tone.


Your brand is your identity and sets you apart from your competitors. Branding in your tradeshow exhibit should be consistent with your established brand standards so it can be recognized by your target customers. Your exhibit designer should integrate your brand purpose, positioning and personality into a memorable, face-to-face brand experience. From the obvious colors, logos and product displays to the lighting, flow and overall ambiance of your space, your exhibit design should embody your brand in every way. Ultimately, you want your audience to remember your brand and why it’s relevant to them.

Bold color, strong linear shapes, clean lines, clear product displays and strong branding combine for a uniquely Beckhoff brand experience.

This exhibit utilizes every dimension to support Sleep Number’s branding. Color-changing triangles on the ceiling represent their logo and the temperature functionality of their new Climate 360 bed. The use of media and technology exemplifies their innovation positioning while lighting and high-gloss materials reinforce their clean, modern brand image.


You already know that every element of technology in your trade show booth should serve a planned purpose. So what are some of the other ways in which you can stand out and engage with attendees casually walking the convention floor? You’ll find a full-service trade show company can provide on-site, trained talent to help with live customer presentations, interactive experiences to keep those waiting engaged, and both static and visual solutions to attract and retain the casual passerby to keep them actively engaged throughout your exhibit space.

In this award-winning exhibit, Sleep Number unveiled the Climate 360® smart bed through an immersive and interactive experience. Attendees walked into an intimate environment and were guided through the exhibit by an intuitive design coupled with brand ambassadors posted at every bed, full-body projection, an audio introduction to the products and a “ride” on the new beds.

Within the Spectrum Brands island exhibit is this interactive display that invites attendees to get hands-on experience to learn more about product features and benefits.

Follow these basic rules when creating an effective exhibit design and you’ll be well on your way to unmitigated trade show success. And should you need any help with your trade show display, do not hesitate to contact our trade show or exhibit marketing professionals online or by calling 651-578-3600 today.