Since most trade show visitors spends less than three seconds looking at your display before walking on by, your booth design has to grab their attention fast. That means you'll want to avoid complex explanations or elaborate descriptions of the company on your display booth signs and graphics. You should focus instead on messages that will encourage visitors to stop at your booth if they're true prospects.

On the other hand, since space is so valuable, you won't want your graphics or design to be so eye-catching that everyone stops to see it – you want only your customers to take up valuable space in front of your trade show exhibit. Your design team should take plenty of time and consult with your top sales people before making the final signs and graphics for your display.

There are a number of different options when it comes to choosing a trade show display. They vary greatly in their costs, how easy they are to put together on the trade show floor, and their flexibility. You'll want to purchase the least expensive display that fits your needs, and then let your graphics department or designer turn it into a powerful sales message.

Pop-up exhibits have accordion-style folding frames covered with magnetic-backed fabric, vinyl, or plastic panels. The display will have curved or angled walls that stand on their own.

Pop-up displays are fairly easy to set up, because they're lightweight and compact. A 10-foot display can fold up into just one or two cases, and may weigh as little as 70 pounds. Some small lightweight items can be hung from the display, but they will not support larger heavier items or signs. Since a pop-up display is engineered to be stable only when fully opened, they do lack flexibility for different-sized booth spaces.

Panel displays have fabric-covered rectangular sections that connect to make a wall. Panel displays can be arranged in many different configurations, giving additional flexibility for different shows and conventions. The panels can usually support heavier items than a pop-up display, but they are heavier and are not as easy to assemble and transport.

Custom trade show displays are considerably more expensive than pop-up or panel displays, and are only justified if your company receives much of it's business from trade show traffic. Custom displays are designed by professional booth designers. Most custom booths will come with several items of “furniture,” such as tables, desks, pedestals, etc., which can be moved around to fit various configurations, but the overall size of the display will generally require a large space at a trade show.

Trade show exhibit costs are based on size, brand, design costs, and options. A basic 10-foot pop-up or panel display will probably cost between $2,500 to $6,000, including the basic graphics and accessories.

Some companies charge less, with discount and used displays being offered for under $1,000. Remember to add the cost of your graphics and signage to any discount price. Individual graphics can cost anywhere from $20 to $300, depending on size and material. A full photomural backdrop can cost over $1,000, while table banners run from $500 to $700.

Larger displays and custom booths can cost up to $20,000 or even higher, with much of the cost going to the creation of the design. It is sometimes possible to find used custom booths on eBay or through consignment houses, and your design team may be able to refurbish a used display into a show-stopper.

Finding the right trade show display and then adding great signage and graphics takes valuable time and money. However, when done with creativity and with your future customer in mind, a good trade show booth catches your prospect's attention and pays off by bringing in more leads and orders for your company.