Your trade show exhibit should be designed to focus on your products, not your display. This doesn’t mean that the graphics need to be subdued or your booth needs to be boring. It means that the graphics, colors and lighting should be integrated to draw attention to your product.

Make your products the star of your trade show display

Don’t be afraid to be bold. Use high-impact colors that will stand out at a distance. A bland color palette will blend into the background and not draw attention or focus the audience on your product.

Be brand-true. You should support and build on your brand campaign. But your exhibit also needs to go beyond the brand message and convey what your company is about.

Use exhibit graphics to draw in high-potential prospects for your product. People can “read” images faster than they can read words. Use images to clearly define what your company does and to attract your target customers. Images are also an effective way to filter out people who are not likely buyers so that they do not take up your staff’s valuable trade show time.

Limit your product display to focus on signature products. No matter how large your trade show exhibit space is, it is easy to dilute the overall impact of your display with visual clutter from too many products. If you want to tell an assortment story, organize your products into groups. Trade show attendees are most interested in new products and your most important products. You can use collateral materials or electronic product directors to provide information on your full product offering.

Use lighting to spotlight what is important. Lighting can accentuate the most important information and make your products stand out. Be creative in how you use lighting to draw attention to your products. Backlighting graphics, for example, can increase initial awareness and recall of your exhibit.

The design of your trade show display can draw attention to your product. The right graphics, colors, and lighting can grab the attention of your best prospects and make your trade show exhibit a true product showcase.