Trade Show Displays

Trade Show Booth Design Best Practices

Trade Show Booth Design Best Practices

It goes without saying that conferences are important platforms for your business to reach a wider audience. Because many different companies attend these events, it is important for your business to stand out in its own unique way. Conference booths are excellent starting points for making your business stand out from the competition.

When considering a conference display, there are many different elements that go into the overall booth design. Indeed, deciding on a booth is only scratching the surface of what your final conference display will look like.

After selecting an actual booth, you need to consider its size, stylistic elements, and content. All these factors play an important role in how the display will look like on the actual day. In addition, with proper design considerations, you can increase the outreach of your business during the conference and achieve constant growth.

Important factors to consider

When designing a conference booth, there are several important factors to consider. It’s always wise to plan for these factors before you start the actual work on the booth itself.

  1. What is your goal?

As a starting point, your big picture objective will determine the final design of the conference display. If you’re intending to launch a new product or service, you may opt for features that stand out and draw attention.

If you’re looking to provide more information about an existing product/service, you can use familiar cues that people will relate to when passing near the booth. As you attract people’s attention, you can then proceed to provide additional information about the specific product/service.

  1. Promoting a product versus a service

There are important distinctions to make when creating a conference display booth for a product versus a service. Indeed, while the differences between the two are becoming increasingly blurred, they still make a difference in your final booth design.

Physical products should be displayed within the booth itself using built-in shelving or racks that are easily visible to your target audience. It is also important to note that less is more. Avoid displaying too many products within a small display booth. Instead, identify the most important ones and focus attention on them. This will allow you to take a more targeted approach as you promote your product lines.

If promoting a service, personalization is key. The nature, type, and benefits of your service should be clearly apparent to your target audience. How can you achieve this within the limited space of a conference booth? One way is to use graphics that emphasize various benefits.

You can use a combination of text, texture, and imagery to express how your service works as well as any accomplishments it has been able to create. In addition, services can be highlighted by notable clients who use it. Influence is key to service promotion, so make sure that you proudly display such clients.

  1. Consider your identity

Perhaps one of the most important goals of conference display design is to promote your business identity. Indeed, having a solid identity will attract customers with less effort and even increase retention rates.

Within the context of a conference booth, business identity can be established through the use of proper graphics. It is graphics that will speak to the strengths and unique aspects of your business on the conference floor.

What makes your booth stand out?

Now that you know what you need to consider when designing your booth, you can proceed to begin the actual work. There are several important factors that will make or break your booth. Paying attention to these design elements will ensure that you create an attractive booth to benefit your business goals.


At the top of the list is the graphics that you decide to use for your booths. The word “graphics” tends to be thrown around often, without a solid understanding of what it actually refers to. In the context of your business, you can think of graphics as the colors, styles, logos, and taglines that you use. Indeed, these elements form the core of your business identity and need to be your top concern when designing a booth.

Luckily, you already have a head start in terms of booth graphics. This is because your business already has a logo, taglines, and other elements that define its identity. The challenge lies in figuring out how you can apply these elements into a booth on the conference floor.

The key factor is to maintain consistency in your graphics messaging. Your target audience should be able to relate to your booth the same way they relate to your brochures, advertisements, and website. To achieve this goal, try to re-purpose your graphics onto the booth in a manner that doesn’t degrade quality.

Be aware that it is not simply about grabbing your website logo and placing it on the booth. The different mediums may result in an unattractive booth. It’s a good idea to work with an exhibit display company to figure out how you can translate your messaging to your trade booth.

Once you have your logo in place, you should support it with pictures, text, and taglines that support your primary message. These elements should speak to the benefits of your products and services. They should also attract the attention of your target audience at a moment’s glance as they pass by.


Lighting in your booth is an innovative way for you to add attention, motion, and focus to your conference booth. There are many different types of lighting that you can use to achieve your intended goal. For example, a series of small LEDs can surround a new product that you’re launching, so that people can focus their attention on the product. In addition, flashing lights can create an illusion of motion that will attract people from a reasonable distance.

The key to proper booth lighting is identifying what your end goal is. In most cases, lighting works well for new product launches. You can decorate the product with lighting that isn’t too bright such that it takes attention away from the item itself.

Next, position the lighting strategically within the booth. Lights should not cover your graphics. Rather, they should enhance them by being placed behind your logo, text, and pictures. The lighting you use can vary from a simple lamp on one corner of the booth to a strip of LEDS lining the outer boundaries of the entire display. Make sure the lighting adds to the overall value and attention that your booth will attract.


In today’s tech-savvy world, businesses are taking advantage of technology to add flavor and functionality to their booth displays. Electronics such as TVs, laptops, and monitors can enhance your brand message and the perception of your product/service. For example, computers come in handy for product demonstrations. They can be used to show videos that demonstrate your product in action. Monitors can also display your graphics in a higher quality and show pictures of a service that you’re trying to promote.

If you’re thinking of adding technology, make sure you don’t let it distract you. Indeed, computers can become a hub for people to check their email, social media accounts, and other elements that divert your attention from generating leads. Evaluate if you can use technology appropriately before introducing it into your booth.

In addition, you should take steps to care for electronic items at the conference booth. Take basic precautions such as tucking away unsightly cables and ensuring you have enough charge on your portable electronics. You can lose out on a lot of leads by having your monitors not displaying graphics because the computer is out of charge.

Overall, conference display design is an important way for you to stand out during trade shows and conferences. Indeed, your booth is your primary marketing asset and how you design it will determine how many leads you generate for nurturing. Pay attention to your graphics, lighting, and technology choices to achieve your overall goal.



About Ryan Schortmann

Ryan Schortmann is the Founder and Managing Partner at Display Pros, where he works to help businesses of all sizes make an impact with their customers by providing quality trade show and retail displays at affordable prices. A graduate from New England College, Ryan holds a degree in Business and Computer Science. When not hard at work at various marketing roles, he enjoys cooking, travel, and gaming.

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