Drive Sales With Trade Show Signage: Beginner’s Guide To Booth Design

Drive Sales With Trade Show Signage: Beginner’s Guide To Booth Design

Trade show signage is a conduit for sales, B2B connections, and big brand impressions, but only when your design is done right.

To help you get the most out of your next trade show event, we’ll share 3 data-driven design tips for better trade show signage. Read on to learn more, or call (661)-379-6545 to speak with a trade show signage specialist in Bakersfield, CA.

Research Review: 3 Data-Driven Design Tips For Better Trade Show Signage

They say beauty is in the eye of the beholder, but while taste in booth design may be somewhat subjective, some techniques are objectively more effective. At least that’s what the research will tell you.

For example, in one study by the Journal of Business-to-Business Marketing, researchers Bloch et al. (2017) found “specific aesthetic design elements affect overall willingness to enter different booths among actual trade show visitors,” as study participants “displayed a coherent and interpretable set of preferences for exhibit design features.”

Incorporating these best practices into your trade show booth design not only gets you more views and visits; it also primes your audiences for more positive interactions with your sales staff—or, as Bloch et al. (2017) put it, “the architecture of a trade show booth will affect traffic levels and the quality of interactions between firm personnel and potential customers.”

So what are these best practices?

  1. Create compelling complexity with trade show signage. According to Bloch et al. (2017), trade show signage works best when it achieves the right level of “visual complexity”—enough to create visual interest and draw the eye, but not enough to bore your reader or create “cognitive burden.”

    So how much complexity should we aim for in our trade show signage? Well, that depends. For big marquee signs—those meant to draw eyes, announce your brand name, and attract visitors—you want to keep things relatively simple. Most people will only read these signs at-a-glance while walking the trade show floor, and if they’re too complex, your audience might tune them out. 1-2 graphics and a big brand name or brief message should be enough to “stimulate attention and intention to shop” (Bloch et al., 2017, p. 25).

    On the other hand, if you’re creating silent salespeople to detail product information, brand history, or vision statements, your audience will appreciate more complex, info-rich designs. When in doubt, contact our trade show signage specialists—every consultation is free, so you’ve got nothing to lose!

  2. Minimize spatial crowding to invite visitors into your booth. Bloch et al. (2017) also found that spatial crowding negatively affected a wide range of buyer behaviors, including dwell time, impulse buying, and visitor satisfaction.

    With that in mind, you should strive to create an immersive, info-rich sign system without crowding your floor space. To that end, we offer a wide selection of hanging and “spaceless” trade show signage, like booth graphics and runners that turn functional table space into your brand’s canvas. To browse our catalog and explore your options, contact our trade show signage specialists.

  3. Set the right color temperature with your trade show signage. Using the theory of color temperature, which is analogous to white balance in digital photography, Bloch et al. (2017) found that trade show audiences consistently favored booths with “warm” tones, such as yellow, orange, and red. That doesn’t mean you must limit yourself to these colors, but try to make space for warm tones somewhere in your booth design.

Order Custom Trade Show Signage: Get A Free Quote In Bakersfield, CA

Whenever you’re ready to build a standout booth, TM Signs & Graphics is standing by to help.

Drive Sales with Trade Show Signage: Beginner’s Guide to Booth DesignDrive Sales with Trade Show Signage: Beginner’s Guide to Booth Design

We carry a wide range of trade show signage solutions to meet any brand vision or budget, from banners and backdrops to graphics and modular displays, and everything in our catalog is completely customizable.

And whether you’re an experienced exhibitor or a trade show tyro, you’ll have the full support of our trade show signage specialists.

To get in touch with our team and get a free quote on any trade show signage, you can:

References

Bloch, P. H., Gopalakrishna, S., Crecelius, A. T., & Scatolin Murarolli, M. (2017). Exploring booth design as a determinant of trade show success. Journal of Business-to-business Marketing, 24(4), 237-256.

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