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4 Rookie Mistakes in Trade Show Booth Design that Hurt ROI

Exhibiting at a trade show is an ideal advertising opportunity for a business – allowing marketers to increase brand visibility and awareness, while also promoting specific products and services.

However, to ensure that attendees leave with a positive impression of your company and are well-informed as to the benefits of your offerings,  it is important for marketers to avoid rookie mistakes that could negatively impact their trade show ROI.

For example, a lackluster trade show booth would do nothing to attract show attendees.  By partnering with a professional custom trade show booth design firm, you can be confident that your exhibit will attract your target audience and meet the ROI you expect.

Here are four booth design mistakes that could potentially keep you from reaching the success you deserve.

1. Lack of High-Quality Visuals

At trade shows that promise to be crowded and overwhelming, attendees typically research companies they want to see and map out an efficient path for visiting those booths. However, an eye-catching booth might just cause them to make an unplanned stop.

Pixelated and low-resolution graphics send an impression that the business is thoughtless, or worse, incompetent, and thus not worth an attendees’ time. So it is important to use high-quality visuals to attract the audience.

Aim for bright, colorful, and high resolution graphics for all materials and displays in and around the booth.

Here are a few additional tips to consider:

  • Limit the amount of text, and use images to convey the brand message
  • For necessary text, use appropriate color schemes to make it visible
  • Incorporate Serif or Sans-Serif font to increase readability

2. The Wrong Color Scheme for Your Brand

The right colors can establish the overall mood of a booth, while the wrong color scheme can chase attendees away, and right into competitors’ arms.

Besides being visual aids, colors can be used to convey specific feelings and experiences. A misaligned color scheme could lead to the wrong impression.

In fact, a study on the impact of color in marketing showed that colors influence the likability of a brand, and it is estimated that as many as 90 percent of consumers form brand perceptions based on colors.

A well-thought-out color scheme should be used to add contrast and life to images, and make designs truly stand out. It can also trigger the desired emotional response from attendees, and encourage them to stop by your trade show booth.

3. Placing Graphics in the Wrong Area

Be sure to strategically place all graphics so they can have the maximum impact on visitors. To make this easier, your elements can be divided into three distinct categories: long-range, mid-range, and short-range.

Each type has a strict purpose – whether to attract attendees from afar (long-range graphics), or to entice them from neighboring booths (mid-range graphics).

Placing graphics in the wrong area could have disastrous consequences for your ROI.

Consider this: since short-range graphics are conversion focused, they have a ‘busier’ design filled with infographics, charts, and other information. Placing these higher up, such as on booth beams, would greatly affect their readability for show attendees.

Similarly, placing long-range graphics that only contain a logo, slogan, or signature product inside the booth would do nothing to actually convince and convert visitors.

Here are some design tips for placement and purpose:

  • Long-range graphics: These should be visible from up to 100 feet away at the very least, as their main purpose is brand recognition. They are typically placed higher, such as on hanging signs or booth beams, and feature the brand logo, catchy slogans, or signature products.
  • Mid-range graphics: These graphics pull attendees from neighboring booths and aisles into your booth. These should be easily viewable from 50 feet away and be placed at least 5 feet above the ground. They can include enticing features that are designed to catch the eye of attendees.
  • Short-range graphics: These are conversion-focused, information-heavy graphics. These are strictly used inside trade show booths and should be designed accordingly. Unlike long-range graphics, they can be easily used to display minute details via color-coded charts, infographics, and other company information.

4. Lack of Proper Lighting in The Exhibit

Regardless of how much money is spent on designing the exhibit and its various components, if no one can actually see them, they cannot fulfill the intended purpose.

Lack of proper lighting can also make a booth look dark and gloomy, and lead visitors to miss out on small, yet critical, details. It is essential that a trade show booth be well-lit to enhance visuals and draw attention to your booth.

These tips will help marketing managers plan better – eventually bringing in increased profits and ROI.

At Exhibitus, we specialize in designing custom booths with striking visuals to ensure that you stand out on the trade show floor. Contact us today to learn more about our trade show exhibit designs and services for both customer and rental booths.