Conceptualizing The Ideal Trade Show Display: Questions Every Company Should Ask

Conceptualizing The Ideal Trade Show Display: Questions Every Company Should Ask

When you begin to design your trade show display, the first thing to create is the mock-up of your unit as a whole. This is what the early design energy produces: a model that can be critiqued, molded, and developed into the finished product. While the model itself may seem simple to produce, the design process that shapes it is the most important part of your entire production process. It is during this time that vital intangible elements come together. The feel of the trade show display will be evident here, as will the big sweeping design statements that will either draw people in or push them away. Text, images, and banner stands are adornments on the outside. The bones of the unit, or the concept of the booth, are the most crucial and the aspects that are most often overlooked. Simply placing ample focus on this stage of the production and asking the right questions of the creative team is usually enough to produce a great unit that, once properly adorned, will be ready to shine on the convention floor.

Question #1: What Should The Structure Say?

The overall flow and feeling of any booth is determined by its structure. When the walls are rounded, wavy, or curved, the unit will tend to feel more fluid, modern, and feminine. Angular walls and firm, 90-degree angles produce a bold, masculine, more jarring feel. Your first decision will be which one of these (or what combination of the two) you prefer. Think carefully about what image your company wants to project overall. Are you appealing primarily to men or to women? Do you need a gender-neutral design? What kind of flow do you want? Is your product ultra-modern, or do you want to maintain the warmth of more traditional angles? All of this should be considered during the earliest stages of trade show display design.

Question #2: What Practical Needs Must It Fill?

Never lose sight of your requirements as you focus on the artistic side. If you need a space to showcase literature, hold a money machine, place a table, or provide chairs, it needs to be considered from the start. A trade show display must absolutely be attractive and properly communicate your organizational goals, but functionality is equally important. If it doesn't serve all of your purposes, it's not as optimal as it could be.

Question #3: Does This Trade Show Display Feel Right?

Do not wait until the end of the design process to ask yourself this most important question. Ask it whenever you see any elements of the unit put together. Ask it early and often, and never be afraid to speak up if the answer is 'no.' Any company that is truly committed to excellent trade show display design will be happy to retool their ideas and come up with something that you feel is a perfect fit.

With the aid of these questions, you will be able to maintain an open dialogue during the design process of your trade show displays. As you continue to learn about the process, you'll be able to contribute more and more, producing even better units as time goes on.

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