Creativity is the key to successful trade show displays, no matter how big or small the booth space is. The reason being that the more you let your inner artist shine through your graphics, the more memorable you will be. However, designing trade show display graphics goes way beyond simply getting a picture of your product printed across your booth. You need to have a clear understanding of who your audience is, what your company s goal is, and who the competition is, just to name a few things. So, consider this your crash course in graphic design in order for you to get traffic, increase lead generation, and enhance your brand s awareness in the public eye.

1. Understand your consumer

Since your main focus is to get the attention of the target audience who would be interested in purchasing your products or services, you can t create stellar trade show graphics without keeping this group in mind. Along with knowing the age and gender of your audience, it s important to have a thorough understanding of what your target market s likes and dislikes are, what their personality is like, and what hopes and dreams they have for the future are. The more information you can gather on your consumers, the better your chances will be of creating graphics that draw them in to your custom display.


2. Identify your company s goal

What is your company s main purpose behind exhibiting? Have there been any recent changes in the brand? What marketing messages do you want to communicate? Even if you know what your company s beliefs and marketing messages are, your audience also needs to understand what makes you different from the competition. If your company is working to become more environmentally-friendly, let your audience know what steps you have taken. If your company volunteers countless hours for their community, potential buyers would probably want to know what you have done to help. Whatever it is that makes your company sparkle and shine above the rest, make it known through your graphics.


3. Research the competition

Conduct a little research on your competition to find out how they compare to your company, as well as what they have done at their past trade show booths or truss displays to attract a crowd. This includes the look of their booth, activities they had, and contests they held. In no way do I think you should copy their trade show ideas, but it will give you a sense of what your company is up against at the big show.


4. Have a thorough knowledge of marketing and branding

Your trade show display works in the same way as a billboard does that you can find alongside the highway; it should have a design that captures your audience s attention and intrigues them to stop by. In order to do this, you have to have an understanding of marketing and branding. Understanding how to effectively brand your business at the event will also let attendees know who you are and what products or services can be found at your business.


Once the hard work of designing the booth is complete, it is time for the fun part – getting to meet many interesting industry professionals and talk face-to-face with people who may be in need of your product or services.