ExhibitorEase Guide: Choosing the Right Display

Trade Show Display with Small Monitor and Counter

Your company’s display is often the first connection between your products/services and new customers. You want to leave a positive first impression. For this reason, design your display so that it publicizes your message quickly and conveys an appropriate image.



Color Codes . . .

  • Red Energizes
  • Green Soothes
  • Blue Calms
  • Yellow Attracts
  • Gold Enriches
  • White Purifies
  • Pastels Welcome

Props . . .

  • Hide Wires & Boxes
  • Add Vitality & Distinction
  • Enhance Graphics

Graphics . . .

  • Highlight Products
  • Attract Visitors
  • Reflect Your Message

Remember your goals and objectives for the show. Do you want to expand name recognition? Launch a new product/service? Increase direct sales? Your graphics, display and copy should be designed accordingly.

Studies suggest you have four to six seconds to attract prospects’ attention at the show, so keep your message simple. Make sure your headline says something important to your audience, like NEW or a promise to save them time, money, etc. Make your name or logo easy to see, however unless you are a household name it should not be the most predominate graphic on your display.

Determine your display budget. Will you use the display often during the year? If your future exhibiting plans are uncertain, consider renting a display. For frequent exhibiting, you may want to buy durable, long lasting display materials to counter the excessive wear and tear of frequent set-ups and dismantling.

Portable display systems are less expensive than custom-built systems.

Examples of standard portable systems

  • Table tops
  • Pop-ups
  • Modular systems
  • Graphic panels

Color and lighting can be used to convey your message. If you are not restricted to using company colors, consider the many studies conducted on how color affects moods and choose accordingly. Additional lighting can increase your booth’s visibility in the crowd by 50% or more.

If purchasing a display is too expensive for your budget, consider decorating your booth with balloons, plants, skirted tables, foam board signs, banners, and carpeting. Your goal is to create a lively and colorful area.

The design, color, copy, and unique qualities of your display must reveal your company’s image quickly to your audience at the show.


Section 1: Planning for the Show
Section 2 :Choosing the Right Location
Section 3: Choosing the Right Display
Section 4: Attracting Visitors
Section 5: Promotional Giveaways
Section 6: Exhibitor Sales Techniques
Section 7: Managing Leads
Section 8: Exhibition Services
Section 9: Shipping
Section 10: Common Exhibitor Mistakes