Having a compelling trade show booth design is critical to your trade show exhibiting success. That can be a lot of pressure.
First, people must notice you when they walk by your booth. Realize that your booth is like one fish in a huge school of fish. Your booth design must differentiate your booth from all the other ones. You won't get much booth traffic if people just ignore your booth and walk on by. Combining a full-color background image with a memorable tag-line is one simple way to accomplish "getting noticed".
Second, you must clearly say who your are, and you must explain what you do. Your company name should be easy to read in big bold letters. You must also explain what your company actually does. Ask a friend or colleague to quickly glance at your design and then ask them who you are and what you do.
Third, your design must tell people (what's in it for them). This is a critical part of having an effective design. People reasonably are thinking about themselves and want to know if you can help them. For instance, if you are a SEO company, you might say that you can get them on the first page for their keywords. No matter what, you must tell people how you will help them.
In the end, it comes down to this. Designing compelling and effective trade show booths means creating a design that does the three things above. Your design has to get noticed and stand out from the other designs. Your booth design should have your company name at the top and what your company does. Finally, it must be clear how you benefit or help people (your customers). Create your trade show booth design with these three criteria in mind and see your trade show booth be one of the busiest at the show! Here's wishing you good luck at your next trade show!