Considerations to keep in mind when starting the design of a trade show display image are as follows:

1) What will be you primary eye catching image? - In a typical trade show environment there are going to be numerous companies vying for the attention of a finite number of prospects. The most important job your trade show display has is to get someone to look at it. If that doesn't happen nothing else matters. Getting someone to look at your trade show graphic and understand what you do that is of value to them is the most important thing your trade show exhibit can do for you. Sometimes that is easier said than done.

2) Who is the audience to whom you are presenting? - Once you have someone's attention you need to design your message to address the needs of the particular person you are trying to attract. Once again simply listing your company's products or services may not be enough. You need to weave your product and service explanations into a story that the customer can relate to his problems so he'll see the immediate advantage of using your products. The customer doesn't necessarily know how your product can solve his problem. If he did he probably wouldn't be at the show to begin with. Therefore, rather than stating that your widget has multiple inputs that can handles multiple task simultaneously, you need to explain to the customer how your widget can take care of order entry while at the same time issue return authorization information, while it also provides tracking number information on currently shipped orders. That shows the customer how handling "multiple tasks" really benefits him.

3) Who are you and what do you do? - Once again the minimal recollection you want a show attendee to have of you is WHO you are and WHAT you do. That should be front, top and center of your trade show graphic.

4) Have you provided answers to customer problems? - Keep in mind most of the time rather than tooting your product and service horn through your graphics, you'd be more well served to provide a list of problems you customers have solved using your products and services.