Trade Shows are a great way to showcase your offerings to your target-audience; and can be big business for many companies. They get to reach thousands and thousands of prospective customers’.

It is an opportunity that is waiting to be grabbed. 

Your booth display design plays a critical role here. When you adroitly infuse booth display psychology and design impact on psychology in your trade show booth, you can extract plentiful benefits out of your trade show booth displays.


Marketing in general is based on human psychology. To better leverage the psychology of trade show displays, you need to follow certain aspects before that.


Human Psychology can be complex. Hence, it is important for designers to have a proper understanding of design impact on psychology.

Famous designer, Donald A Norman, in his book, “The Design of Everyday Things”, described design as an act of communication. This means having a deep understanding of the audience with whom the designer is communicating.

When this theory is applied to trade show displays, designers need to keep in mind the psychological principles of human behavior, aspirations, and motivations. The work’s outcome can be even more positive if psychology is applied in the creative process of design. Proper knowledge of human psychology helps to create a booth display design that compels the viewers to perform the actions they are expected to like making a purchase or connecting with the booth team.

Booth design psychology can be complicated. However, having a proper understanding of the basic principles of design and design impact on psychology can help to assist in creating an effective booth display design.


Trade show booth display space has an important role to play. Eminent psychologists have for long been highlighting the importance and impact of space on how people work, live, and also buy and sell.

The size and design of a trade show booth display can influence visitors buying decisions. This is where the psychology of trade show displays comes to fore. Keeping this in mind, experienced exhibitors for long planned their trade show booth flow; and display of their exhibits, carefully.

Successful exhibitors are familiar with the art of creating a great booth display space. They use only those visual elements in the booth display design that triggers positive actions from visitors.

  • Booth display design should revolve around customers. When designing expo displays, every inch of the booth design space must be used to maximize visitor-experience.
  • Color psychology plays a key role. The use of colors in booth display design must be done in a way they encourage people to buy. Light Yellow color stimulates people to take positive action; and similarly red encourages action on the part of the people. Likewise there are several other colors that trigger specific responses. When it comes to booth display design, use those colors that attract leads and increase sales.

Stories have a great psychological impact. They appeal to people’s emotions at a trade show.

So, why not leverage them?

Use your brand story to pander to the visitors’ emotions by placing the visitor at the center of the conversation. This means, you will need to go beyond mere words and pictures. You also need to leverage what you know about your audience and what resonates with their aspirations and expectations. 

Aside from this, you also need to incorporate what makes your business unique when compared to competitors’; and what goes on behind-the-scenes operations that your audience might find interesting. Every piece of your display, whether it’s a giveaway or a charging station or a game should provide value to the visitors.

They are best explained with the help of technological gadgets.

Like for instance, stories that speaks about your products or services. You can have an interactive booth that has iPads with your pre-installed company apps. Else, you can have company video in the background highlighting in brief, but powerful manner the value of your products/services.

Besides brand story, you also need to have a proper theme for your booth display design. You can arrive at the right theme by

  • Looking up your target-audience’ profiles; and find out common interests.
  • Design your booth display in a way that appeals to your audiences’ interests and preferences. 

Overall, make sure that your booth display design reflects your brand personality. At the same time, avoid using seasonal themes for they can backfire if all exhibitors decide to design their booth displays based on the season.


Have you ever tried to find out why companies pay to give people freebies and discounts?

The answer to this lies in Psychology.

According to a book on persuasion and marketing titled, “Influence: The Psychology of Persuasion”, written by Robert Claidini, psychology shows us the power of reciprocity which is one of the six major keys to influence.

This is what exhibitors follow at trade shows and practice in what is called as ‘Psychology of Trade Show Displays’.They give visitors valuable freebies and discounts on their products. Another way to positively influence visitors is providing them coupons for later purchases at the trade show or stores. Incorporating freebies and discounts as part of booth display design strategy can help to boost your sales. Besides, it will also help to earn the loyalty of more customers; and increase repeat customers.

More importantly, it will encourage the visitors to visit your trade show display.

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SOL Gmbh is a large format exhibition stand design and build agency. We are experts in custom built exhibition stands, portable displays for promotions and activations as well as modular display stands for conventions and conferences. From building complex expo stands to customising small display kits, we can serve you anywhere in Europe.

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