No company would like this to happen. They would prefer to consult the best designers, and get a booth designed that makes a tradeshow visitor to stop, and enquire. The best tradeshow booths have the following characteristics:

The first is the audiovisual element. A tradeshow booth looks barren without video and sound effects. This can be provided with a TV and VCR, interactive laptop computers, projector screens or laser images with sound. All these elements complement the design of a booth, and give an extra reason to a visitor to stop and find out.

The second is imaginative lighting. It can be used to highlight a company name, logo or a company product. It can be used to generate a halo or make a particularly distinctive element in the booth stand out. Those who can afford it should go for a laser show; it is extremely effective.

The third is unusual motion. A booth that has rotating/revolving signs, running water or custom-made props attracts attention. Of course, the booth must have space to do so. Motion in a cramped space can be counterproductive.

The fourth is images and graphics. The graphics that are likely to be noticed are those that are large and bright. Like billboards they should convey the message with the least number of words. The graphics should be well-lit, and mounted prominently to be noticed. The same applies to images. Considerable thought should go in selecting images that need to be displayed on trade show booths. Dull, boring images will kill the design of even the best thought out tradeshow booth.

The fifth is color. The booth design should be complemented by company colors. They have easy recall, and add to the brand value. The companies whose colors are not so well known can go for bright and contrasting colors. Contrast always attracts attention.