How great (or not great) your trade show display design is will determine how great your trade show success is... which is why it is critical to design a great trade show display. Fortunately, it's not that hard to design a great trade show display design if you just learn these four "secrets" and then follow them!
The first secret to designing great trade show displays is to make sure your trade show display will stand out from all the other trade show displays at the trade show. Always keep in mind that you are competing with all the other exhibitors at the trade show for a very limited amount of attention and time from the prospects who are at the trade show. Your trade show display design must distinguish your booth from all the other trade show booths. If people just wander aimlessly by your booth without stopping to ask questions, then your design has failed. One guaranteed method for stopping people is to have a big, impossible-to-ignore picture for your design background, such as an angry, snarling tiger lunging out at you (of course, the image needs to have something to do with your company and message). Just remember, to be great, your trade show display design must stand out from the crowd.
The second secret to designing great trade show displays is to make sure that your display design quickly and simply communicates WHO you are and WHAT you do. Your company name should be at the top of your display in a big, bold, easy-to-read font. Directly below your company name, your display design should explain what your business does. It needs to do this in just one or two short phrases. To determine if your trade show display really masters this second step, ask someone who is unfamiliar with your business to take a fast look at your display design. Then ask them if they can tell you the name of you business and what it does. If they remember WHO you are and WHAT you do, then your display design has passed the second step and you can move on to learning the third secret.
The third secret to designing great trade show displays is to explain what's in it for me (me equals your customer). The phrase what's in it for me is also known as the WIIFM factor. In some ways, the WIIFM factor is the most important part of an effective display design. People will probably only stop at your trade show booth to talk if your design easily explains to them how you can help them. Otherwise, they will think that spending their time at your booth is probably a waste of their time, and they'll just move on. A nice way to reinforce the WIIFM factor (and add critical credibility to your claims) is to include real examples of your work, and customer reviews and testimonials (as long as you keep them short).
Now that you've learned the first three secrets for creating a great trade show display design, you can focus on the final fourth secret. This "secret" is a little more complicated to explain and to accomplish, but it is also the first thing most people associate with great trade show displays. To qualify as great, your display design must be different. It must be one-of-a-kind. It must be special. In modern lingo, it must be buzz-worthy. You need to think of something that will get into people's minds and stick. Your display design needs to get people talking. You want people to ask their friends, did you see so-and-so's display? It is effective! Your buzz factor should be unique to your company and be about your company. Don't be a copycat on this one. Come up with something unique, creative, and buzz-worthy... so that when people are asked to make a list of which great trade show displays at the trade show they remember, your trade show display is at the top of their list.
To conclude, these four simple secrets combine to produce the magic formula a great trade show display design. First, your display design must grab people's attention and draw them it. Second, your display design must have your company name at the top with a simple statement of what you do. Third, your display design must explain the WIIFM benefits your business offers. And fourth and final, your display design must have something cool, unique, and buzz-worthy. If you trade show display design incorporates these four essential items, then you have designed a truly great trade show display. Good work!
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Once you've finished your great trade show display design, you'll want a worthy trade show display to put your design on. Please consider choosing one of the many trade show displays available online here. If you really want to stand out from the trade show crowd, you might even consider a trade show display as daring as these daring trade show displays! Whatever trade show display you decide to go with, make sure you learn and use these four secrets and make your trade show display design is great.
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