Five Essential Design Elements for Successful Rental Trade Show Exhibits

Successful Rental Trade Show Exhibits

Ever wonder what attracts trade show exhibitors to a trade show booth? Could it be the exhibit’s lighting, open space, bright colors, structural interest, or clear messaging? If this were a multiple choice questionnaire, you would be smart to pick all of the above. When you are in the market to rent an entirely new trade show display or an add-on to your existing trade show exhibit, your first step is to search for a designer who can make your exhibit a magnet for visitors. In order to succeed, your designer needs to incorporate five essential design elements into your display. These five key ingredients are: 1. Light. Quite simply, light attracts. While graphic light boxes have long been a staple of rental inventories, today there is good news for exhibitors who want to fully integrate light into their trade show booth rentals. Now there is a design system that illuminates an exhibit’s framework from the inside out, bringing light into the exhibit structure itself—not just your graphic presentation. This new system of illuminated architecture is called LUMITURE™ and consists of a series of vertical frames and horizontal ceilings that light from within. The illuminated frames support trade show graphics, product displays, counters and light boxes. The ceilings incorporate tension fabrics, lighting, and valances and incorporate many different materials. The lighting effects are dazzling, radiating from inside the structure. 2. Create a comfortable marketing/selling environment with an open exhibit space Open space is essential to your display success because exhibitors want a relaxed marketing environment to step away from the hectic activities of the trade show. The industry seeks comfortable and open environments that provide a positive sales experience. Avoid visually cluttered, crowded booths. Design your booth with structural systems that provide space and ease of movement and allow enough room to tell your story to your individual clients. 3. Use bright and attractive colors that support your corporate image to increase interest and traffic. Bright and pleasing colors add dimension to your entire trade show display. Color can project your corporate image and branding. Like light, as discussed above, these colors help to attract visitors. There’s a fine line here: use of bright colors should be tasteful, not garish. When used well, however, marketing and selling environments will support the business you are there to conduct. 4. Present an organized look, feel and message by using unified design structures. Use space planning and design to avoid chaos. Blend today’s sophisticated structural design with high-impact graphics and durable, reliable, well engineered components to communicate your message cleanly and dramatically. When you have a unified and organized structure, visitors will assume your company shares the same values and attributes. Visitors react positively to your exhibit while your company benefits from its ordered, well managed, and polished appearance. 5. Use integrated hybrid design elements to achieve the full scope of your client’s goals. Choose a designer who has the knowledge and resources to create great hybrid rental exhibits. Hybrids combine the most appropriate systems and materials into environments that meet a trade show exhibitor’s needs. Hybrids may merge custom elements with pre-engineered structural systems to satisfy the full scope of each exhibitor’s needs –whether it’s the inclusion of conference areas, work stations, counters or locking storage rooms. By using lighter weight pre-engineered assemblies and components, trade show exhibitors can save money on exhibit design as well as installation and transportation costs. In addition, pre-engineered components are generally lighter, more flexible and scalable than custom elements. By way of example, an exhibitor may want to create a hybrid design that combines a structural system that incorporates illuminated framework with a second system designed for lightweight high-tech workstations; and add a third that creates exceptional conference and storage rooms. In the past, the creation of great hybrid structures was just not available for rental projects. Today they are. If you find a designer who can join these different display systems seamlessly into your rental, you will ensure a unified look and effective function for your trade show booth. In the hands of an innovative designer, the rental trade show exhibit meets (and may exceed) the client’s marketing and logistical needs without necessitating the long-term costs of ownership. This applies to all trade show venues, whether you exhibit in the McCormick Place Convention Center in Chicago, the Jacob K Javits Convention Center in New York, or the Las Vegas, Los Angeles, Anaheim, Long Beach, or San Diego Convention Centers. Remember, when looking for a state-of-the-art rental trade show display that will attract exhibit goers, find a designer who incorporates the five essential design elements into your trade show exhibit and you will enjoy a truly successful show experience. ###

Bruce Backer is founder/CEO of Exponents, based in San Diego, California-- a premiere component-based custom trade show exhibit firm that designs and manufactures Exponents®, Lumiture™, Luminents™ , CrossOver™ and AIR™ display systems. http://www.exponents.com

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