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Evolving Times – Good Design

We have lived with great uncertainty since COVID-19 gripped the nation in March of 2020. Uncertainty now seems a way of life, although the facts and the concerns are constantly evolving.

Nevertheless, after more than a year of only offering virtual events, associations and other trade show organizers are opening the doors of exhibition halls once again. Exhibitors and attendees are looking forward to face-to-face events, even if the required safety regulations change the familiar look of a trade show floor.

Exhibitus will continue to explore and report the changes we see and how companies might react as situations emerge. We will also continue to remind clients of the best practices that spell success for  face-to-face, hybrid and virtual marketing program.

Design Matters

When it comes to exhibiting at a trade show, a well-designed trade show booth that effectively supports trade show objectives and in-booth activities is a critical foundation for an impactful exhibit environment. Meeting these requirements takes careful planning, as well as a team of creative experts who comprehend the objectives of face-to-face marketing and know how to avoid the pitfalls of custom exhibit design.

Furthermore, both the exhibitor’s team and the exhibit house’s creative design group must understand and appreciate the underlying principles of good design – design that creates a product with meaningful first impressions, boost the reputation of the brand and easily differentiates the company and its products from competitors.

With the excitement client teams are feeling about  being on the trade show floor again, it is easy to overlook fundamental design principles in a rush to participate. According to design guru, Dieter Rams (, there are 10 principles of good design:

  1. Good design is innovative.
  2. Good design makes a product useful.
  3. Good design is aesthetic.
  4. Good design makes a product understandable.
  5. Good design is unobtrusive.
  6. Good design is honest.
  7. Good design is long-lasting
  8. Good design is thorough down to the last detail.
  9. Good design is environmentally friendly.
  10. Good design is to do as little design as possible.

Consider your current exhibit environment, or the one you were using prior to the pandemic, and ask yourself these questions:

  • Which of these design principles does it honor?
  • What would you change to improve the design?
  • Which of these principles do you think is important to a successful trade show exhibit?
  • Does your design team work from a foundation of good design?
  • How could you use good design in all aspects of your trade show program, not just in your physical property?

As we emerge from the past 18 months, it is important not to forget the basics. For most companies exhibiting, there is pressure to rebuild relationships and capture revenue lost over this period.  Starting fresh with a new, well-designed exhibit will provide an edge over the competition and excite your sales and marketing team for the return of opportunities.

If you would like to learn more about the principles of good design that create a unique foundation to guide your program, Exhibitus designers are available to help.  Contact us to learn how design is critical to trade show success.