Designers are a key aspect of introducing cutting edge designs. Designs that turn trade show attendee heads are not just built of stuff that resembles the latest construction style (inner-space - extruded aluminum, in your case). Designs that turn heads and deliver real impact are at least a. customized around your company message and the desired attendees (marketing message, as well as non-explicit messages like “grammar” and style) b. built to “do” (functionality) everything that a client needs c. built to maximize the top priorities for the client. There are limitations (like budget, space, time…) on every trade show exhibit, but without going through design, you’re just flipping through a catalogue with budget in mind.

Most companies lack the designers to do this. That’s what the point of this article is. Designers, kept busy, are the lifeblood of an effective booth. And they really don’t cost extra when you honestly evaluate your exhibit program.