subject: Focus On Text: Tips For Placing High Impact Information In Trade Show Booths [print this page] The first goal of your convention display is always to grab attention, driving traffic and increasing your exposure. But once you have turned convention attendees into visitors, the most important function of a booth for a trade show is to communicate information about your company. While it is tempting to use masses of type, there are more effective ways to ensure everyone who visits your exhibit leaves with an understanding of what your company can offer.
Rule #1: Use Text Sparingly
One of the most common problems seen in trade show booths is overuse of text. It's a simple fact that we want to receive information faster and more concisely than ever before. People are bored by a lot of text, and will avoid reading it unless it immediately grabs their attention. Only if someone is truly interested in the topic will they read further.
That's why exhibit designers must fight the urge to place as much information as possible on trade show booths. The function of display type is to provoke interest; it doesn't explain every detail of all products and services you offer. There simply isn't enough room in the display to accomplish such a large goal.
Rule #2: Use Bolding, List Format, And Bullet Points
Using type wisely requires you to understand ways to communicate your message without it seeming overly difficult to read. Bolding is a great way to add emphasis. For instance, this article uses bolding to indicate which topics are discussed in each paragraph. Bolded titles can help guide the reader. Most importantly, bolded type can drive home a point, even when used as a sentence alongside other type.
Lists, including bulleted lists, are a great way to communicate information in a readable format. Lists make people feel like they're getting information in a concise way, even if it's not necessarily more laconic than it would be as a paragraph. Lists can be combined with bolded type to attract additional attention.
Rule #3: Use Pamphlets Whenever Possible
Because your space is limited on the actual trade show booths, you should emphasize pamphlets. Brochures are a great format because they're so open-ended. You can have them for many different topics, ensuring that your visitors are never overwhelmed. In addition, they don't require visitors to remember anything. If visitors can only look at your booth for a trade show, then they will find the details become fuzzy. A brochure is something tangible that they can read again when the show is over. When designing a pamphlet, be sure to follow the same rules of text use: include more information and some paragraphs, but remember the power of bold type and lists.
Rule #4: Include Pictures
Pictures are the best way to break up a lot of typing. They provide a visual break and attract the eye to the type area. Including relevant pictures is a great way to pull the entire exhibit together, making it eye-catching, attention getting, and informative at the same time. When you're building a booth for a trade show, that's a recipe for success.
