As you already know, one of the goals in exhibiting at a trade show is to increase your brand awareness and increase awareness of specific products, promotions, and services that you offer to your audiences.  But the last thing you want to do is bombard your customer with TOO much information or as I like to refer to it, “sensory overload”, when they arrive at your trade show exhibit.

For starters, you want to make sure that you select the correct graphics that appeal to your target market.  Ideally, you’ll want to select a color scheme that’s consistent with your brand and stick to a certain range of colors, to make sure you message is unified.  Selecting the right graphics is essential – because what you use in a magazine ad or on your website probably won’t be what you want to use for a wall-size graphic in a trade show exhibit.  Choose your colors carefully, as you want something warm, welcoming, and intriguing, but not overwhelming.

Think carefully about your colors and use them to your advantage to make the right impression.

Next, you’ll want to think about the written communications.  I’d suggest not to put too much text on the walls in your booth, because no one wants to read a lot.  You’ll want to concentrate not only on what you want to say, but the size of the font that’s used.  It needs to be visible to the eyes of someone walking by, to catch their attention quickly.  Your goal is to grab their attention, make them stop, and hopefully, draw them in to come and talk to you, ask you questions, and learn more information.

It’s important not to think of your trade show exhibit as a series of ads or campaign information, but rather as one large cohesive unit with the same look and feel across the entire space.  All you need is to attract that customer’s attention – and once you’ve done that, you can speak with them to find out what interested them to stop by.