1. When constructing your graphics don’t try to communicate too much.
2. Graphics and copy should combine to convey your primary benefit within your proposition so that it resonates with your target audience.

   Make it instantly clear why your product/service solves their problems/fulfils their needs.

3. Use your copy/graphics to filter out non-buyers who will waste your stand team’s time. High traffic is only effective if it is the right traffic.
4. Consider illuminating your graphics. This will increase both initial awareness and message retention.
5. Use colour and white space to catch the eye and focus it on your primary message.

Add-ons

1. Flooring

   Consider using floor graphics

2. Lighting

   Use lighting to highlight and showcase, and give visitors visual clues about how the exhibit flows.

3. Technology

   The most effective trade show displays have one thing in common, they give visitors an experience. They demonstrate, educate or entertain. Effectively using technology can help you deliver a memorable experience for prospects.

   Use sound/text/video/animation to deliver a high impact communication.

   Consider using RFID (Radio Frequency Identification) to (for example) detect prospects, welcome them by name on the stand’s display screen, and assign them to an appropriate stand team member.