How To Design Trade Show Exhibit Graphics for Maximum Impact

You’ve secured your booth space at an upcoming trade show, and now it’s time to focus on designing an exhibit that grabs attention and delivers your marketing message effectively. But how do you ensure that your trade show display resonates with visitors and draws in qualified leads?

Designing a trade show exhibit is more than just choosing colours and fonts! It’s about conveying your brand’s core message in a way that aligns with your marketing goals, all while adhering to the specific requirements of the trade show industry. Here’s what you need to know when designing your next trade show booth.

group of graphic designers and industrial designers in Calgary Alberta sitting at a table reviewing a trade show exhibit design.

Table Of Contents

Key Considerations for Effective Trade Show Exhibit Design
Tips for Translating your Marketing into Effective Design
Final Thoughts

Key Considerations for Effective Trade Show Exhibit Design

1. Time Needed

The design timeline for your trade show exhibit will vary based on the complexity and size of your display. Simple portable 10×10 displays typically have pre-built templates for layouts; budget 6-10 hours of graphic design time. For large custom displays, plan for about 60-90 hours of conceptual, production and graphic design time, including revisions and reviews (depending on the complexity of the design). Ensuring you have enough time for multiple design drafts and finalization is key to a great-looking display that speaks to your message and brand—which resonates long after a prospect leaves your booth.

2. The Design Process

Initial Meeting & Design Direction

Establish your design objectives and creative direction.

Collect & submit assets

Gather all photos, logos, infographics, and text copy used in the design.

initial design or concept development

Your designer will create a first draft of the exhibit graphics.

review & revisions

Review the initial design, provide feedback, and make necessary revisions.

final design approval

Once you’re satisfied with the changes, finalize the design for production drawings, printing and fabrication.

2. Designer & Technology Capabilities

an industrial designer working on trade show graphic design for an exhibit in Calgary.

If you have an in-house designer, they will need to be proficient in programs like Adobe Illustrator and work within the scale and format specified by the print company. The designer must also understand trade show-specific rules and regulations as well as materials like magnetic decals or fabric panels, which can impact how the design is executed.

If you don’t have an in-house designer, many exhibit companies provide design services to help bring your vision to life.

Tips for Translating your Marketing into Effective Design

When designing the graphics for your booth, keep it simple. Avoid excessive details with too much copy or too many images. Focus on who you are and what you do—the rest can be saved for handouts or conversations. A clear message will help visitors remember you.

Before you start designing, gather all the information and assets you’ll need. This includes finalized text, high-quality images, infographics, and any other brand materials. It’s helpful to have vector logos, fonts, Pantone colours, and high resolution images. If you need high-resolution images, you can always find stock images that are available to license.

Familiarize yourself with basic design principles. Pay attention to the hierarchy of information, alignment, spacing, balance, readability, and consistency.

Make sure your designs are accessible . Ensure text is large enough and has sufficient contrast against the background for individuals with vision loss, color blindness, or other visual impairments.

Finally, give yourself enough time and double-check for mistakes. Allow time for design and review, and if possible, have another set of eyes look over your design and copy. The last thing you want is a spelling error, a slight color shift, or a spacing issue after you’ve approved the proof because you felt rushed.

By incorporating these principles, your trade show exhibit will be both visually engaging and strategically aligned with your marketing goals.

Final Thoughts

Designing a trade show exhibit takes careful planning and collaboration. By giving yourself enough time, using the right tools, and focusing on clarity and simplicity, you’ll create an exhibit that not only stands out but also reinforces your brand’s message effectively.

graphic designer in Calgary, Alberta designing trade show display graphics

Trade show Design in Calgary, Alberta

We provide comprehensive exhibit design services, from concept development to graphic design, as a full-service display company. Connect with our friendly staff to discuss how we can help you achieve your exhibit design goals!