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6 Strategies to Design Your Exhibit Around Your Goals

by e4 Designs

Clear goals will help you plan, design, and measure your exhibiting success. But once those goals are established, how do you know if that booth design will work to support you and your goals? This article will define some key components to pay attention to while designing your trade show booth.

1.Determine Your Budget

First thing’s first. Whether you have a strict budget or a little wiggle room, here are just a few budget facts to be aware of so you know what to expect when planning and designing your booth.

Renting a booth can save you between 60 – 75% versus purchasing a booth.

Budget Allocation

6% Graphic Design and Production

10% Exhibit Design and Construction

11% Show Services

35% Exhibit Space

16% Staff Travel/Lodging

10% Exhibit Shipping

7% Exhibit Promotion

5% Other Exhibit Related Items

2.Orientation on the Show Floor

Examine the trade show floor plan. Locate the entrance, main aisles, education sessions, networking areas, snack areas, etc. Where is your booth space located in relationship to these spaces? Where will the heaviest flow of traffic be next to your booth? It is important for your booth to look good from all angles, but it should be oriented to face the heaviest flow of traffic.

3.Booth Height

Your first goal in designing should focus on getting your customers attention. The best way to do this is with height. Research your trade shows height restriction for your specific type of booth space and design your booth so that your branding can be as tall as possible.

There are advantages to different types of booths also. Island spaces, for example, are often positioned strategically on the show floor for maximum exposure. Island spaces also may have different vertical height restrictions than inline booths, allowing your brand and hanging sign to stand above your competition.


Your graphics are the main attraction of your display. They work as a team to present your brand and a unified message. There are 3 tier levels that to pay attention to when designing your booth:

1.First Tier – Identification

This is where your height will come into play with your highest and largest signs. These signs should convey your brand and your message to be easily seen from across the room.

2. Second Tier – Directional

These graphics are at the eye level to convey your specific areas or product groupings within your space. Text should be located approximately 6-7’ above ground.

3. Third Tier – Informational

This tier level is for detailed information that is for an individual to gain more knowledge of your product or service.

4.Traffic Flow

Now that you have defined the activities you want your visitors to participate in, how do you see them moving through your booth? Do you see them going to a reception counter first and then having a staff member move with them to a video kiosk and product display?

The type of booth space will also play into the traffic flow. If you have an island booth space do you want your visitors to be able to come in from all sides? Do you want to have a central meeting space or do you see one area as the focus of your booth?

5.Engaging Experiences

What do you want your visitors to experience once they’ve entered your booth? Define how you would like to showcase your products and/or services and what type of activities support those goals. Here are a few possibilities:


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