It is very important to have a great design at your trade show in order to bring in the maximum number of leads. If you don't have a great design then the entire show could be a lost cause. Working within the trade show industry, I know exactly which designs have worked for exhibitors and which ones have failed. The statement I hear over and over is that a simple design works the best. It follows the same psychology as a billboard in that you only have a few seconds to get someones attention at a trade show. I am telling you from experience with exhibitors that a booth design that is extremely busy and over-complicated will result in a low number of qualified leads.
The one thought that can never be forgotten is that there is an exception for every rule. I have seen a few designs that, in my opinion, were too busy but ended up working well for the client. There is still speculation that a more simplistic design would have resulted in better results, but no one will ever know.
The most important concept in a design is to speak to your client base and make sure your design will grab their attention. Trade show graphics are the best solution to make your show a success, but a poor design could give you less than satisfactory results. Every customer of NWCI receives free graphic advice with every order and we also offer design services if you are not sure about how to effectively design your graphics.
-Matt
Northwest Creative Imaging
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