Trade shows are a major investment. On average, companies spend 20–35% of their marketing and sales budgets on exhibitions. With that level of spend, earning a strong ROI is essential. One of the most effective ways to boost ROI is through trade show display visuals. Sight is the first sense attendees rely on when walking the floor. Here are four strategies to make your visuals work harder.
Light Up Your Products
Lighting makes or breaks a display. Without it, products fade into the background. Strong trade show display visuals use lighting to guide attention, whether through illuminated alcoves or direct spotlights. Exhibitors who highlight their products stand out, while dark displays often get overlooked entirely.
Create a Focal Point
Successful exhibitors know the power of a focal point. Custom signage is one of the most effective trade show display visuals to draw attention from across the hall. From oversized structures to neon funnels or spiraled hanging signs, focal points generate curiosity and bring people to your booth.
Prioritize Quality Over Quantity
Crowding a booth with too many elements dilutes its impact. Instead of stuffing in excess kiosks or props, focus on a few high-quality trade show display visuals that clearly communicate your offerings. Strategic use of space makes it easier for visitors to explore your booth and understand your value.
Introduce Color Strategically
In a hall full of neutral tones, color stands out. Pops of color—through props, accent lighting, or bold messaging—make your trade show booth more memorable. Even brands with subtle palettes can incorporate colorful touches to elevate their visuals and differentiate themselves from competitors.
Improving ROI doesn’t always require larger budgets—it requires smarter design. By lighting products, creating focal points, choosing quality over clutter, and integrating color, your trade show display visuals will attract more visitors and spark greater interest in your offerings. As Absolute Exhibits has seen across industries, strong visuals consistently drive stronger results on the show floor.
Checklist: 4 Ways to Improve ROI with Trade Show Display Visuals
- Light strategically – highlight products with spotlights or alcoves.
- Add a focal point – use signage or custom structures to draw attention.
- Focus on quality – prioritize key visuals over clutter.
- Incorporate color – use bold accents to stand out from neutral displays.
