Exhibition Booth Design Secrets from Adobe MAX 2024

Exhibit booth displays are all about visuals. Your design needs to stand out among dozens of others vying for guests’ attention, time and business. To boost the visibility of our Smartpress booth at Adobe MAX, we went all out with a custom build and lighting.

From a backlit SEG to illuminated logos and countertops, we knew shining bright would make the biggest impact. And with the help of our custom-built booth, designed by Smartpress’ Creative team and constructed by our parent company, The Bernard Group, we shined bright indeed.

(Hint: Our Creative team shares our booth design secrets below – keep reading!)

(Double Hint: The Bernard Group also nails the retail space, so if your locations need a revamp or completely new displays, they’re your go-to for high-end, branded experiences.)

No exhibition booth design is complete without printed materials and engaging samples. For guests browsing at your booth, print marketing samples are crucial for interaction and to simply show off your capabilities.

For Smartpress’ Adobe MAX booth, that meant custom booklets, exclusive Designer Folds and other products we excel at printing, like event tickets and aluminum signs. For your own booth, take time to consider what print assets and samples truly showcase what you and your company do best.

Whether you want to highlight your brand story, assortment of products, services and software, or even your company’s values or achievements, custom print gets it all into visitors’ hands. And with Smartpress’ plethora of paper stock and coating options, you can present your content however you like.

Check out 11 conference and trade show booth ideas to steal the show.

Why is it important to make a big splash with your booth at conferences?
“A booth needs to capture attention so people want to check out your organization, services and products. To do it right, you need to make your booth memorable: Design one with standout signage, eye-catching examples or testimonials of your work, plus swag people actually want to keep. That’s when you’ll glean lucrative leads and hit your all-important ROI.”

What feedback did you receive from event attendees?
“Tons of people flocked to our booth because our bright lights and bold graphics could be seen from across the convention center. Designers and marketers were so passionate to share how print’s now become more important than ever in order to stand out in this digital age.

“They also loved our color and that samples of our exclusive print products and capabilities were beautifully illuminated with lights from above and below – just begging to be picked up and examined for the exquisite works of art they are.”

What advice do you have for others embarking on a project like this for their own business?
“Never plan in a vacuum. Make sure you involve your marketing, creative, sales and customer experience teams in all strategy sessions. Each group comes with very specific skills and viewpoints integral to building the best possible conference (and post-conference!) experience for booth visitors and future leads.

“And be sure to man the booth with a fun team who enjoys working together. Here at Smartpress, we genuinely like each other, and that vibe was obvious at our booth. People wanted to get in on the fun, so it drew people in!”

What would you recommend for others wanting to leverage Smartpress’ services for their conference or trade show booth?
“Make sure your booth and collateral reflect your brand’s personality and purpose. Outfitting yours with premium print assets from Smartpress will make you stand out from everyone else. Even if the booths around yours are not direct competitors, you’re still competing for attention at the conference, so go big or go home.

“And don’t forget to give your visitors a brochure! Make sure those potential customers leave with a fabulous final impression that they’ll want to take back to their companies and colleagues. Make it memorable.”

How important is visual branding at a trade show or conference?
Andahazy: “Visual branding is paramount at any event. Brand recognition and memorability should be the primary goals of any booth design. You need attendees to remember your brand after the show.

“From a design perspective, use large signage that clearly communicates who you are and what you do. Now is not the time to try something new. Emphasize your primary brand colors and other memorable visual components of your established design language.

“Brands should also lean into aspects that differentiate them from the other businesses. Have your design team create handouts that reinforce your brand, and give away brand swag that attendees will save or actually use – maybe they’ll convert from attendee to customer.”

What was the design vision for the booth? How did the final product represent Smartpress?
Andahazy: “We fixated on the principle of tactility. In such a digital world, modern booth designs are often filled with screens and projections. While those can be very effective, they can also get lost in the visual noise. With Smartpress being a print company, we felt compelled to revel in that tactile aspect of our product and brand.

“We wanted people to be drawn to our booth by the same products we’re selling. Utilizing a backlit SEG and vinyl wall graphics gave our booth the presence we were after. We also wanted attendees to be able to interact with our products, so we displayed a handful of exemplary print designs they could touch and feel.”

What reaction were you hoping to elicit from attendees?
Andahazy: “Our primary goal was that attendees notice Smartpress and remember us after the show as a choice vendor for their print projects. We tried to position our logo at a scale and location that’d be visible from as many sight lines as possible. We ensured our logo was large, bright and clear so it would be a visual magnet from across the event space.

“Our booth structure was open and inviting with subtle curves on the top corners that mirrored the shape of our logomark. This helped differentiate us from the more rigid structures used by other sponsors, and it evoked the friendly, approachable personality of the Smartpress brand. We also used unfinished corrugated shelving on the sides of our booth to communicate our brand pillar of sustainability and social responsibility.

“These design decisions all helped to instantly showcase the unique characteristics of our brand, and we hope attendees left our booth with a full understanding of who we are and how they can work with us in the future.”

Johannes: “Any booth design should begin with a clear understanding of your audience. Knowing your target audience at the trade show helps you tailor your booth to their needs and interests. This insight also guides your messaging and the types of interactions you want to encourage.

“The next priority is ensuring your brand clearly communicates who you are and what you offer within seconds. Attendees won’t spend time figuring it out, so make sure your brand is instantly recognizable through prominent logos, colors and concise messaging. High-quality graphics and signage are essential, as they set the tone for your brand and give your booth a polished, professional look.

“Organize your booth space logically to maximize its impact. Create clear zones for demonstrations, conversations and casual browsing. Make use of vertical space for signage or displays, especially in smaller booths with height limitations.

“Also, make sure you consider the lighting to highlight key areas and draw attention to your products. Use a mix of bold imagery and text, but avoid clutter. Striking visuals are far more effective than overwhelming attendees with too much information.”

Why is a well-designed booth that’s stocked with print materials effective for driving leads?
“Our printed samples really showcased the beauty of the print and our capabilities. We’re a printing company, but I truly believe highlighting your company’s capabilities in show-stopping print will help you grow your business.”

What aspects of our booth worked best to engage conversations?
“The booth design stood out from many others, and it really caused people to stop and ask questions. The open design allowed us to engage multiple visitors. I’ve experienced many conferences where booths have a back wall and a table for discussion, but we built ours to be able to interact throughout and welcome you in.”

What aspect of Smartpress were you most excited to talk to attendees about?
“I loved sharing our pillars of premium print, world-class service and sustainability. These really sparked great conversations and allowed us to share what makes Smartpress stand apart from other commercial printers.”

What advice do you have for others about lead generation for their own business at trade shows and conferences?
“Be as prepared as possible, have defined points on what sets you apart from your competition, embrace the chaos when it’s busy. More importantly, have fun, drink lots of water… And did I mention the custom sneakers?”