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“Less is More” Booth Design


Gone are the days when attendees expected to be confronted with stacks of products literature. Whether you have a limited design budget or if you’re just trying to set your booth apart in a crowded exhibit hall, minimalist designs can offer a fresh, inviting, and modern alternative to busier layouts. Here are some helpful design tips to make sure your booth doesn’t cause attendee overload:

  1. Declutter your graphics. Think about the overly busy billboards you sometimes see along a highway – you often can’t tell who the advertiser is, let alone what value proposition is being communicated. Does your signage suffer from a similar problem? Leave plenty of negative space in your signage so the viewer can focus on what is important – unused white space is your friend, not your enemy.
  2. If you’re booth space is small, you need to be especially selective in your choice of furnishings. The old “rule of thirds” often applies in these situations, whereby you limit the design elements to three areas, such as an information table, a product area and your sales area.
  3. Keep lighting simple, and try not to combine both warm and cool lights. Contrast is key: If you have key products on display, position your brighter lights above them, to help them stand out as a feature in the booth.
  4. Consider lighter color selections for your booth. Light colors tend to make spaces appear larger. Select colors from your brand to accentuate your brand presence, but keep it simple to avoid competing visual elements.
  5. Consider incorporating hanging structures in your booth design. Suspended graphics open up the floor plan to draw attendees into your booth. With this, also consider graphically or structural ways to tie your overhead elements into the ground level so the attendee can connect both elements and stay focused on you, not you competitor at every level of your booth space.
  6. Use a simple interactive element to increase engagement and add levity to your booth. Active or playful booth games can not only attract foot traffic to your booth, but can be used as symbols of your company’s innovative approach to product selection and service solutions.
  7. While your booth staff should always be accessible when needed, be sure to build room into your exhibit for customers to explore products or services on their own, without being hassled by a sales rep.

Minimalist trade show design doesn’t mean anything is missing from your booth. Instead, it means there’s an ideal amount of what attendees really need.


Booth Staffing Tips & Tools for the Digital Era Reference Guide

Trade shows have been a consistent resource for generating leads and connecting with customers for many years. It’s one of the only ways to gain face-to-face access in one convenient location to a large proportion of your target clients.

This reference guide will provide insight into the changes in trade show booth staffing, what’s causing the shift, and how to best prepare your team. Your staffers – by engaging, qualifying and capturing potential customers – represent your best opportuntity for success on the trade show floor.

About the Author

Adam is the Exhibit Design Manager at the Skyline Exhibits International Design Center in St. Paul, MN. He has been with Skyline since 2007. Adam is an Industrial Designer by degree, but found himself tying in his multiple years of set construction and lighting design in live theater productions with his design knowledge from product development. Exhibit design uses the architectural and lighting qualities he was drawn to by set construction and combines them with the ergonomics and usability factors he enjoyed from his Industrial design instruction. Being homegrown from Minnesota (and proud of it), working for a local born company like Skyline is an honor. He graduated from the University of Wisconsin-Stout.

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