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Trade Show Exhibit Trends in 2018

Standing out at a trade show is a key component to driving foot-traffic to your exhibit. Looking or sounding different from your fellow trade show exhibitors will typically make people want to pay a visit to your trade show booth to see what all the commotion is about.

A giant-sized briefcase

A few of years ago, a firm who was exhibiting at a local trade show designed their entire booth to resemble a super-sized open briefcase with the contents cleverly used as extra-large props. The calculator buttons were formed as booth seats while the calculator screen flashed promotional messages. A huge pen sat above a second promotional screen that was made to resemble writing paper. The CEO’s business card was the desk. Everyone at the show came by the booth to take a closer look, but how many attendees became viable leads?

It’s important to remember that no matter the design trends you choose to incorporate, they need to be relevant to your business and target market. Your company is at the show for a specific purpose and is relying on a good return on investment (ROI). Your booth design can look any way you wish, as long as it gets your message across precisely and does not detract from your original goal.

Movement

Waving, fluttering and moving objects are generally known to attract attention. Of course, if you plan to invest in such an element, make sure that it’s placed high enough on your display so that it gains attention from many, not just those walking directly in front of your booth. Note:  check with event management first for maximum height allowances prior to investing in oversized design elements.

Booths that are located in the center of a show floor sometimes have a clear sight line from all sides, which can help add visual attraction from all directions. When your display is up against a wall with exhibitors on each side, your visual cues are generally limited to only the front of your booth.

Light

The right lighting can be key. Even though the show will most likely supply ample light from above, creating interesting lighting effects, via colored or ambient sources, will surely add more interest.

Rear panel lighting, whether stationary white lights or moving colored lights, will typically give the exhibit a more modern finish and draw attention to your company message.

Diverse finishes

Attending a trade show can often be overwhelming to the eyes and ears.  Try appealing to one of the other senses to set you apart from your competitors. Appealing to a visitor’s sense of taste and smell can be a great way to attract more passersby.

And don’t forget the sense of touch. Try incorporating a mixture of textured fabrics into your design scheme for a more welcoming and memorable effect.

Pay attention to the floor

Walking a trade show can be hard on a person’s back. Everyone is standing on a concrete floor for hours on end which can cause attendees to cut their visit short due to back pain and an overwhelming feeling of exhaustion. If possible, add foam padding beneath your flooring to create a cushion from the concrete floor and a more comfortable space in which to conduct business.  The added comfort will make people glad they stopped by and be inclined to stay a while longer than originally expected.

The Approach

A popular trend is to create a singular approach, or flow of traffic, to direct attendees to move through your display space in one specific direction as to control the message they’re receiving at any given time. Think of the Ikea showroom, where you follow their path through the merchandise in a manner chosen by the Ikea management team.  This can be a helpful marketing tool, especially when there are multiple messages that you would like to convey, and the order in which they’re received matters.

Getting in front of your target audience is the first step to any good marketing strategy, so don’t get hung up on what you’re missing, but do focus on being seen and heard in a way that will increase your ROI.

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