5 most common mistakes in exhibition stand design

Nailing your design can be the key to a highly successful exhibition or a costly flop

Drawing from our 20 years of experience in exhibition and trade show design, we've outlined some common mistakes and provided data-driven insights to help you improve your results.

Lack of a Clear Strategy and Defined Objectives

Many exhibitors dive into design without setting clear goals. According to a 2018 Statista survey, nearly 40% of trade show participants felt that their booth failed to effectively communicate its purpose¹. Without a well-defined strategy, the design often ends up being visually impressive but strategically shallow. Align your booth’s look with measurable objectives—from lead generation to brand awareness—to ensure every design element serves a purpose.

Overcrowded Designs and Information Overload

An overly cluttered stand can confuse visitors and dilute your message. Research from Event Marketer in 2019 indicates that around 60% of visitors are more likely to engage with a booth that offers a clean, focused layout². Striking a balance between creativity and clarity is essential; remember that white space isn’t wasted space—it’s a tool for highlighting your key messages.

Inconsistent Branding and Messaging

Your trade show booth should be a physical extension of your brand. However, it can be difficult to translate your brand from web sites and other 2D applications to a stand, leading to inconsistency. A 2020 study by the Exhibition Trade Show Association found that exhibitors who maintain consistent branding across all touch-points see up to a 25% increase in brand recall compared to those with disjointed designs³. Ensure that your colours, fonts, and messaging align seamlessly with your overall brand identity.

Neglecting Interactive experiences and Digital Engagement

Experiences drive engagement, while static displays always fall short. Booths that integrate interactive elements, such as product experiences, digital kiosks or augmented reality have been shown to boost visitor dwell time by as much as 30% (Virtual Exhibit Solutions, 2019)⁴. Incorporating interactive features not only differentiates your booth from competitors but also creates memorable experiences that resonate long after the event.

Poor Visitor Flow and Ergonomic Oversights

Even the most visually appealing design can fail if it doesn’t account for visitor movement and comfort. A survey by Trade Show Innovations in 2020 revealed that optimising visitor flow can improve engagement by over 20%⁵. Consider how visitors will navigate your space, ensuring clear pathways and strategically placed calls-to-action. Make your customers feel comfortable and they will reward you with their time and engagement.

Let's talk.

Contact us for an obligation free chat about your next project.

Email sales@tradeshowsolutons.com.au

References

Statista (2018). Trade Show Communication Survey.

Event Marketer (2019). Visitor Engagement Report.

Exhibition Trade Show Association (2020). Branding and Recall Study.

Virtual Exhibit Solutions (2019). Interactive Booths Report.

Trade Show Innovations (2020). Visitor Flow Optimisation Survey.