Your trade show booth may seem like it’s less important than what you are actually selling, but we’re here to tell you, it’s not. Your display is what is going to attract customers to your booth, so its design is every bit as important as your product or service. Here are the top five essential trade booth design elements and how to use them.

1. Layout

Your layout is what will funnel customers into your booth. There are a few integral parts to designing a layout.


Kiosks are a great way to get people to come up and stop at your booth. It grabs their attention and will help to turn a passerby into a customer.

Interactive Displays

Interactive displays, like LED touch screens, help keep people in your booth for a longer period of time, allowing you to pitch your product or service.

Inviting Floor Plan

Having an open and inviting floor plan, with a structure that accounts for the direction of foot traffic, will also entice people to venture into your booth. Be mindful of the placement of counters and seating options so that visitors to your exhibit won’t feel like they are crowded or cramped. If possible, make your exhibit wheelchair friendly.

2. Color Scheme

Color schemes can change the entire vibe of your booth. Whether you want your brand and display to be soothing and relaxing, or exciting and vibrant, there’s a color scheme for you!


Colors have a huge effect on the mood of visitors to your exhibit. Pastels, turquoise, or tans and ivories make booth attendees feel calm and laid back. Bright and primary colors tend to make people feel excited.

Contrasting Color

When you use pops of contrasting colors, it draws the eye to whatever you are showcasing.

How to Choose a Palette

Choosing a color palette can be difficult, but you can easily make it a fun experience! Some easy ways to pick out a color palette for the artistically challenged include choosing colors that are already in your logo or on your website, or even from a piece of art that is aesthetically pleasing to you.

3. Lighting

Lighting can change the entire atmosphere of your booth. Lighting can create warmth, add color, or even create a focal point. Creating a backwall that is layered with lighting and signage is a great way to garner the attention of show attendees.

Types of Lighting

There are lots of different types of lighting available to illuminate and enhance your trade show booth. Adding in multiple styles of light will give your booth style and texture, and make it look more inviting, both visually and subconsciously.

Do’s and Don’ts

One of the most common mistakes exhibitors make when adding lighting is trying to blend the wrong color “temperatures” — cool white versus neutral versus warm white. The video below explains the difference.

Don’t let the different colors of light throw you off, though; you do want to incorporate more than one style of lighting to make your trade show booth look more dynamic.

4. Texture

Texture is an often overlooked element in trade show booths. Texture can make your booth seem sleek and modern or warm and cozy. Texture is also easily changed out as your brand evolves.

How Texture Sets a Tone

Texture is directly tied to the way people will perceive your business. In the same way a soft blanket might evoke feelings of comfort and relaxation, sleek, modern furniture can ensure your brand’s image is correctly perceived as an upscale, technological business. By incorporating texture, such as wood, fabric, or metallic elements, you can supercharge your exhibit and make a memorable impression on your customers.

Types of Materials

You can use fabrics, different types of flooring, seating, workstations and counters to add more texture to your trade show booth.

Representing Your Brand

Make sure that the types of textures that you are displaying in your trade show booth correctly represent your brand and reflect how you want people to feel when they think about your company.

5. Precision

The more precise and professional your trade show booth looks, the more seriously your brand will be judged by attendees. If you look like you belong at a craft fair rather than a trade show, chances are you won’t be getting much business.


With a professional display, utilizing the above tips, you should be able to put together a precise, cohesive setup that will make your company look like it has been established and successful for a long time.


Make goals for yourself and your business regarding clientele, profits, and image. From these goals, you should have a clearer vision for how you want your trade show booth to look.

Creating a Plan

When you have clear goals and a vision for your company, you can create an actionable plan to build the company and trade show booth of your dreams by incorporating strategies that generate sales leads and plan for a strong followup response.

Improve Your Design, Improve Your Business

Using all of these tips and tricks, you should be able to improve both your business and your trade show booth.

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