Creating a trade show booth for a customer (or yourself)

What will a potential customer expect to see?

If you’re retained to design and produce the signage for a trade show booth for a customer, or if you have to do so for yourself, promoted a very interesting approach to the project.

It requires a 180 degree change from the way we tend to design show booths.

They suggest that the design and content should be based on a potential customer’s perspective. In other words, don’t design the booth according to what you’d like to show or how you’d like to show it, design it according to what and how a customer would like to see it. This of course requires that you understand your target audience very well.

As a guide they suggest picking two or three if the following list of elements upon which to base your content and design:


  • Classy
  • Style
  • High tech
  • Earthy
  • Comforting
  • Trendy
  • Modern
  • Rustic
  • Country
  • Rugged
  • Feminine
  • Empowering
  • Professional
  • Cutting edge
  • Outdoorsy
  • Bold

Great way to go about it, don’t you think?