No matter where in the exhibition hall they appear, trade show booths are meant to attract the attention of attendees - that fact is clear. However, surprisingly few trade show displays truly rise to the challenge. One of the major factors that differentiate the best of the trade show booths from their less engaging counterparts is a simple element of initial design that many people overlook: the basic concept.

Rethinking Trade Show Booths

In many companies, an exhibit is considered a necessary element of their marketing presence. The exhibit certainly is utilitarian, but if it is treated as nothing more than a requirement, it will never reach its full potential.

The booth should be a representation of the company philosophy. It should be memorable, it should be distinguished, and it should be bold. Cookie cutter designs should be avoided, or it will simply blend in with the other trade show displays that surround it. This step often frustrates companies whose trade show booths are made from stock specifications, as the manufacturers don't have the resources to think outside the box. A company should never let itself be limited by the scope of the manufacturer it presently works with. The designer should understand and implement the vision of the company with their broader design understanding. If a company is constrained by its manufacturer, it should seek a new design partner immediately.

Represent Your Company With Trade Show Displays

Once the right design partner has been found, creating unique exhibits becomes much easier. A good partner will be able to think creatively and will have the resources to turn novel ideas into reality. At that point, it is time to think about your design from the ground up. Important questions to consider include:

• What is the major feeling I want this exhibit to convey? If you are unveiling a new product, perhaps your display can incorporate elements of that product's design. Or, if your new product is intangible, the booth can at least have the same look and feel of the product.

• What makes my company unique? If you excel in client service, make sure that your booth has a welcoming feeling and is equipped with plenty of staff to interact with your visitors. If you are featuring products, make sure there are plenty to be demonstrated and tried out by visitors.

Most importantly, always be bold and trust your instincts. The best ideas come from inspiration, and inspiration can strike suddenly. If you consider these elements of design before you ever start building your actual display, you are much more likely to end up with an excellently designed exhibit which fits your company perfectly and will create success at shows for seasons to come.