What stands out at a major trade show or fair? Bright colors, bold designs, and simplicity. This is not news, yet trade shows remain filled with booths that are too complex and too cluttered – booths that attendees do not recall seeing because they make no impression.

The most common cause of a cluttered booth is trying to accomplish too many objectives. Generally, if you are overly ambitious, you will end up falling short on every goal. But if you are willing to make some choices, your exhibit can be brilliant. Check out Trade Show Exhibit Design: The Creative Brief for some valuable planning tips that will help you to make an impression.

A focused message

Think about what you really want to communicate with your booth display and write it down. If it is one, focused goal, then you are on the right track. Once you have a singular mission, work with your design team to bring it to life. Focus on your one main message. Carry that message into everything you present at the trade show – your booth, collateral, merchandise presentation, sales pitch, staff clothing, everything.

Keep your booth open and inviting

Eliminate anything and everything that creates a barrier to attendees or will overwhelm them with unnecessary information. A few examples:

• Be clear and straightforward about your company. Don’t tell your complete corporate history – only what is needed to make the sale.
• Present a few products merchandised to showcase your most important products. A booth packed with a deep product assortment will just become clutter.
• Banner graphics can be great unless they are filled with complex graphic images or too many words and logos. If you want people to actually read what is on your banners, limit the amount of information you put on them.

It all sounds so simple, but choices are always difficult.

To create a singular, power statement you have to be willing to make some hard choices. I usually start with an empty space and challenge myself to only put in what is essential. Maybe the product display should only include your newest products. One large multipurpose element can often replace several small elements and eliminate a lot of clutter. Look for ways to build in storage to hide extra sales literature and other supporting materials.

Be remembered.

Your trade show exhibit will be more effective and more memorable if it makes a clear statement about your company and your products. Question everything and, if something does not support your core message, do not let it into your exhibit.

If you want your trade show booth to be the star of the show, you have to have one message and it has to have a chance to be seen.