You don't need to spend your entire tradeshow marketing budget on show floor real estate. Yes, exhibit size and positioning matter, but the overall design of your space determines whether an attendee actually stops by to strike up a conversation.
You've likely seen this firsthand if you've been to enough trade shows: a modest-sized exhibit pulling in more visitors than it can handle, while some enormous display sits nearly empty a few aisles down. What's the little guy doing right, and where's the whale missing the mark? Deliver on these seven design practices, and you'll turn passing glances into meaningful conversations.
Leaving negative space in your graphics will make your logo pop and help attendees quickly scan for what they're looking for: what you do and why they should care. A good rule of thumb is to aim for 40% empty space.
Saltwell's back wall has a single bold headline on a mostly white background. The floor and rug in front of it are open, with no additional signage or furniture.
Bonus Tip: Apply this concept of negative space to your exhibit's physical environment, too. Keeping your exhibit open and clutter-free is more likely to draw attendees in. Avoid cramming your limited space with redundant or unnecessary signs and only keep what gets your main message across. Have your representatives and handouts tell the rest of the story.
As you're designing your exhibit, start by establishing your exhibit's sightline hierarchy. Which areas will attendees see first, and where do you have the most space to print your logo and tagline as large as possible?
If you have a small- to mid-size exhibit, your back wall is where your most important information should go, since it sits at eye level for anyone standing in front of your exhibit. Print it large and clear.
Bonus Tip: Double-check your furniture plan against your back wall graphic. It's surprisingly common for exhibitors to design a bold back wall, then unknowingly block half of it with a couch or a display case.
At the Burns McDonnell exhibit, the seating and coffee table are positioned below the height of the back wall's text.
If you have a larger exhibit, then take advantage of overhead signage with your logo or a simple message so attendees can spot you from across the floor.
Counter space is typically the last thing attendees see as they approach your exhibit, so use it for secondary details.
We know you're excited and have a lot to share about your company! Even so, it's best to highlight only key messaging in your displays and save the details for handouts or talking points.
Norseland's back wall keeps text to a minimum. It features the "Norseland" logo, a clear tagline, and a simple product photo.
Print your taglines in a large, readable font at least 3 to 4 feet high (or above waist height if you forgot your measuring tape). Attendees should be able to easily scan it from the aisle and quickly figure out what you're all about.
We can't stress this enough for first-time exhibitors. Even if your graphics look perfect on your computer screen, transferring the same quality image to a printed 10-foot banner is an entirely different beast. Getting the resolution or formatting wrong is an honest mistake, but it can be a costly one.
When you debut your graphics on the show floor, you don't want first impressions to be, "What does that say?" or "Woof, looks like they went cheap on the printing." Attendees make up their minds quickly. Don't let them write you off as unprofessional before they ever hear your pitch.
The Global Pet Expo registration graphics were produced using GES's Direct-to-Fabric printing, a sustainable process that reduces water usage and material waste compared to traditional textile printing
Avoid the headache by consulting a professional before you print. GES checks every design file against spec before it's approved, so the prints that show up on the floor actually match what you designed.
A large-format Direct-to-Fabric Printer used to print exhibit graphics at scale.
If you're not sure which specs to send, our digital file submission guide walks through the resolutions and file formats your production team needs.
This doesn't mean making your whole exhibit neon yellow because you read somewhere that it's the most "eye-catching" color. Being intentional with color means reflecting your branding consistently throughout your entire exhibit space. If done correctly, you'll have a one-of-a-kind look that stands out on the show floor.
Color psychology can get pretty complex (there are entire design courses dedicated to color theory!), but knowing a few basics will set you in the right direction.
Incorporating cooler tones like blue, green, and white often instills feelings of professionalism and trustworthiness. Every strength comes with a weakness, though: these cooler tones won't grab attention as well as their warmer counterparts, like red, orange, and yellow. Be careful with these ones. A little heat goes a long way and can become overbearing fast.
Motor City Pizza Co. uses warm reds and oranges for its pizza imagery to draw excitement and cooler blue tones to evoke trust and professionalism.
Choose a palette that complements your brand while working for you on the show floor. Not sure where to start? Our in-house designers can help you build a custom palette that stands out for the right reasons.
Now hold on… We're not advising you to slap your logo onto every possible element of your exhibit (remember, negative space is your friend), but we are advising you to explore every opportunity to tie your brand's aesthetic into a cohesive, unique exhibit space.
The ABS exhibit counter is custom-branded with the company's messaging and logo. The central closet conceals extra storage and offers additional room for messaging. The red carpet ties the flooring into the brand's color scheme.
You may be surprised by how many exhibit features are customizable. Did you know that we can design exhibit counters with your graphics? How about hidden storage closets that blend into your exhibit space, or color-coordinated furniture? Ask our design crew what's possible, and make your exhibit the most you.
The Vegan Certification counter is wrapped in branded graphics. The seating cubes are green and yellow, matching the brand's colors.
If you’re thinking that you don’t have to worry about lighting because the show floor is already going to be bright, you could be missing out on a great design opportunity. You don’t want to make your exhibit so bright it can be seen from space, but additional lighting can be incorporated to highlight key messages or featured products. Accent lighting also makes graphics appear sharper and colors more vibrant.
Directional spotlights are angled onto each panel of the MC-Bauchemie exhibit, aimed at the headline messaging and logo on the back walls.
Bonus Tip: Watch out for shadows. Consider if any overhead signage or shelving might block light, casting shadows over important graphics and products. This is a common oversight during the design process that often isn’t caught until show day. Add this to your checklist before you finalize your exhibit layout.
Put something in your exhibit that doesn't seem to belong. A surprising object, an odd bit of decor, or an activity nobody expects to see at a trade show. But the surprise only works if it earns its place.
Kolor Plusz has staff in life-sized mascot costumes standing in front of its exhibit, near a display of plush products.
The best unexpected elements take you on a journey. You want an attendee to become curious (What is that?), seek clarification (Okay, but what does that have to do with your brand?), and then have a revelation (Ohhh, that's clever). Avoid including something random in your exhibit to gain attention if you can't explain why it's relevant. If you can come up with a surprise that genuinely supports your brand in a clever way, then your exhibit will likely be remembered long after the show is over.
A standout exhibit isn't about square footage or budget; it's about making deliberate design choices with the space you have.
Now, let's put these tips to work! Reach out to GES, and let's start planning your next exhibit.