Most people design tradeshow displays as though the prospect is standing directly in front of the booth. In reality, this front and center perspective may be the least important vantage point. An attendee's decision to stop in front of your booth is usually made as he or she approaches the booth. This means your exhibit material and signage have to communicate when seen from a diagonal.

Here is a case in point. While the exhibitor had various graphic on their backwall, they were relying on three mock-ups to demonstrate and sell their product. The free-standing displays and accompanying signage were lined-up, parallel to the "front" of their booth.

However, a quick analysis of their 10'x20' "half-island" booth revealed that it was near the back corner of the exhibition hall, and that there was almost no traffic walking the aisle directly in front of the booth or along the back aisle. (See percentages in sketch above.) By turning the free-standing displays 45 degrees, they became visible by over 70 percent of traffic around the booth.

Sometimes, this sort of traffic analysis can be done before the show by studying the floor plan. But shows constantly offer surprises. So after you set up your trade show booth, take a few minutes to inspect it from a variety of positions around the exhibition hall. Sometimes small adjustments can make a big difference.