Exhibitor Online Asked 10 Exhibit Designers About Effective Trade Show Design


Exhibitor Online asked 10 designers and exhibit-industry experts to share their insights about effective trade show exhibit design. There are many assumptions about designing an exhibit booth that are easy to fall into. Is it enough to be bright, loud and attention grabbing- yet fall short on engaging content. Is it enough that a booth design makes an impact in the visitor’s mind throughout the show? Does the design depend on what product it is supporting?

Are you ready for exhibition success or do some of their answers surprise you? Challenge your per-conceived notions on trade show exhibit design and check out our recap of Exhibitor’s Ten by 10.

Now…Here’s what they had to say!

1) “The architecture and client experience need to be appropriate and engaging. A cool looking but empty exhibit is mediocre.”
– Rob Majerowski, Vice President of Creative | MG Design Associates Corp.

2) “When designing an exhibit, remember: form follows function.”
– Freddie Georges Production Group

3) “If I took away the logo and product, could the design be used for another company? If so, the design isn’t good enough yet.”
– Charlie McMillan, President | McMillan Group Inc.

4) “Good exhibit design creates a memorable experience that begets brand ambassadors who will organically spread the brand message beyond the show floor.”
– Eli B’sheart, Vice President | EWI Worldwide

5) “Great exhibit design will affect viewers within seconds and embed itself in attendees’ minds”.
– Nico Ueberholz, Principal | Ueberholz GmbH

6) “Exhibit design is about simplifying the architecture and allowing the audience to focus on key areas that convey the exhibitor’s brand message.”
– Marisa Pacheco, Senior Graphic Designer & Marketing Coordinator | Hill & Partners, Inc.

7) “Design your exhibit like an advertisement. After all, it has to do the same thing as an ad. Stop traffic.”
– Guy Wrench, Managing Director & Product Designer | Shell-Clad Ltd.

8) “No matter the budget or the size of the booth, creativity should never be spared.”
– Claire Albertson, Marketing Coordinator | RES Exhibit Services

9) “If the exhibit doesn’t work as a tool to put the brand forward, it has failed and will not lead to ROI. Remember, the exhibit is only one tool used at an exhibition or conference.”
– Sean Roberts, Executive Vice President of Strategic Global Growth | Standingstonez

10) “An exhibit should be a home away from home. Your customers will feel at ease and will want to stick around longer.”
– Laurie Ashley, Principal Marketing Services | L.Ashley Strategy Inc.

Do you agree with their responses? Much can be debated about exhibit design, but in the end the most important thing about your booth is that it is effective in allowing you an opportunity to talk to visitors. Making memorable connections, no matter if that is done through clever design, useful giveaway swag or purely the charm of your booth staffers. If your trade show presence is able to earn you a top of mind reference; that valuable call back months later, then it has all been worth it.

Have questions for us? We love talking about trade show design and recommending you the best booth solutions for your company’s budget – big or small. Give us a call – the Monster Displays team can be reached at Sales@MonsterDisplays.com or call (888) 484-3344, we’d love to put our experience to work for you.