The Do’s and Don’ts of Trade Show Banner Design

For many visitors, your banner is their introduction to your booth. With hundreds of exhibitors competing for attention on the trade show floor, a well-designed banner can be the difference between drawing a crowd or blending into the background.

At IGE Group, we’ve helped businesses design banners that grab attention, tell their story, and drive traffic to their displays. To help you get started, here are the do’s and don’ts of trade show banner design.

✅ Do: Keep Messaging Clear and Concise

Visitors typically spend only a few seconds scanning your booth before deciding whether to stop. That means your banner text should be short, impactful, and easy to read from a distance. 

Focus on your main value proposition, use headlines or taglines instead of paragraphs, and highlight your unique benefit (e.g., “Save Energy with Our Solutions” is stronger than “We offer many different kinds of energy solutions”). Remember, clarity is key. The quicker people understand what you do, the more likely they’ll step inside. 

❌ Don’t: Overload with Information

It’s tempting to include every product, feature, or statistic, but too much text overwhelms visitors. If your banner looks like a wall of words, people will walk right past it. Instead, think of your banner as a conversation starter. It should spark curiosity and invite people to learn more inside the booth, not deliver your entire sales pitch upfront.

✅ Do: Prioritize Readability

Trade show floors are busy, with banners competing for attention at every angle. Make sure yours is easy to read with large, legible fonts, high-contrast color combinations, and limited fonts (usually two to three are ideal). Keep in mind that attendees may be viewing your banner from 20 feet away. If they can’t read it quickly, they’ll move on.

❌ Don’t: Use Low-Quality Graphics

Blurry images or pixelated logos send the wrong message about your brand. Always use high-resolution files for graphics, logos, and photos. Poor-quality visuals can make even the best company look unprofessional. Investing in professional design and printing ensures your banner reflects the quality of your business.

✅ Do: Incorporate Your Brand Identity

Your banner should instantly communicate who you are. That means consistent use of logo placement, brand colors and fonts, and visual style (modern, bold, minimal, etc.). Consistency reinforces brand recognition and makes your booth look polished and professional.

❌ Don’t: Ignore Placement and Height

A beautifully designed banner won’t be effective if attendees can’t see it. Consider where your banner will be placed. 

Hanging banners should be high enough to be visible across the trade show floor, while floor banners should be positioned so they aren’t blocked by furniture or displays. Eye-level graphics should highlight your key messages, since that’s where people naturally look first. Think strategically about placement to maximize visibility.

✅ Do: Use Strong Visuals

Images and graphics tell your story faster than words. A well-chosen visual can instantly communicate your product’s benefits or set the tone for your brand. For example, lifestyle photos can show how your product fits into people’s lives, icons can simplify complex information, and bold graphics add energy and excitement to your booth. Make sure every visual supports your overall message and draws people in.

❌ Don’t: Forget the Call to Action

Your banner shouldn’t just catch attention—it should encourage action. Whether it’s “Visit Our Booth for a Demo,” “Scan to Enter a Giveaway,” or “Learn More About Our Solutions,” a clear call to action (CTA) helps guide visitors to take the next step. Without one, people may admire your banner and keep walking.

Partner with Experts in Trade Show Banner Design

Trade show banners may seem simple, but when designed thoughtfully, they can become powerful tools for attracting attention, sharing your story, and boosting booth traffic. By focusing on clarity, readability, and strong visuals, you’ll ensure your banner works as hard as you do at your next event.

At IGE Group, we specialize in creating custom trade show displays and graphics that connect with audiences and bring your brand to life. Ready to design a banner that makes your booth impossible to ignore? Contact IGE Group at 800-557-1227 today to get started.