Space-Saving Trade Show Signage: Build Branded Booths With No Clutter

Space-Saving Trade Show Signage: Build Branded Booths with No Clutter

The International Journal of Sales, Retailing & Marketing describes trade show signage as “an irreplaceable communication and marketing tool for small and medium-sized enterprises,” with the power to:

  • Boost brand awareness
  • Expand your audience
  • Increase booth traffic
  • Drive sales
  • Attract like-minded individuals for better B2B networking

But not all trade show signage is created equal. When poorly chosen or designed, trade show signage can actually be detrimental to your brand image and booth performance.

Most people already know about the dangers of poor logo design. As researchers at the Interdisciplinary Journal of Signage and Wayfinding famously put it, people use your trade show signs as “inferential cues” to assess the quality and character of your brand at-a-glance. Accordingly, you always want to put your best foot forward with high-quality sign designs, printed in high-DPI resolution and crisp color—especially at a trade show, where thousands of people will be seeing your brand for the first time.

But even the best sign designs will fall flat if you choose the wrong trade show signage to display them. While there is no study showing that consumers prefer a specific kind of trade show signage over another, there is plenty of research warning against cluttering up your booth with too many bulky displays.

Read on to review the research and explore some space-saving solutions to eliminate spatial crowding, or call (661)-379-6545 to speak directly with a trade show signage specialist in Bakersfield, CA.

Research Review: The Risks Of Cluttered Trade Show Signage

One study analyzed survey responses from 532 participants about the impacts of “spatial crowding” in trade show booths. After synthesizing the data, Lee et al. (2011) found that spatial crowding is associated with reduced booth traffic, dwell time, and impulse buying, as well as lower customer satisfaction and perceptions of brand quality.

In other words, as with graphic design, people seem to appreciate negative space—just as a logo needs breathing room to invite readers and highlight important elements, so too your booth needs open space to welcome visitors and direct them towards the intended point of contact (i.e. your team!).

Space-Saving Trade Show Signage: 4 Popular Options

If you’re just getting started with your trade show booth design, you probably won’t have to worry about spatial crowding just yet, as even a supersized display will leave you a fair amount of floor space to work with.

But if you’re putting the final touches on your booth design, or working with an unusually small booth space, you should consider the following types of space-saving trade show signage:

  1. Trade show graphics—These can be installed on any flat, non-porous surface, including floors, walls, and other signage, so you can easily add additional messaging to your booth without taking up valuable floor space.
  2. Hanging banners—Banners can easily be hung from the ceiling or walls to create highly conspicuous, unblockable displays to showcase your brand.
  3. Table runners—If you’re already giving up floor space for tables, you might as well adorn them with your brand messaging. They take up no space in your booth and install in seconds.
  4. Hanging displays—Banners aren’t the only option for vertical displays. Get in touch with our team to explore more options.

Consult With Trade Show Signage Specialists In Bakersfield, CA

Whether your booth needs a few finishing touches or you’re starting your design from scratch, the team at TM Signs & Graphics is here to help.

We offer a huge selection of trade show signage, all of which is completely customizable, and we provide full support with design, manufacturing, site selection, and installation, so you can focus on selling, networking, and connecting with guests on exhibition day.

To explore more space-saving solutions and get a free quote on any custom trade show signage, you can:


Gavrić, T. (2018). SALES EFFECTIVENESS OF DOMESTIC AND INTERNATIONAL TRADE SHOWS. International Journal of Sales, Retailing & Marketing, 7(2).

Lee, S. Y., Kim, J. O., & Li, J. G. (2011). Impacts of store crowding on shopping behavior and store image. Journal of Asian Architecture and Building Engineering, 10(1), 133-140.



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