Trade shows represent a significant investment for any business. Between booth fees, travel, staffing, and logistics, the total cost of exhibiting at a major trade show can easily reach tens of thousands of dollars. Yet many companies undermine their investment by cutting corners on their trade show print materials. The graphics and collateral you bring to a trade show directly determine how many visitors stop at your booth, how effectively you communicate your value proposition, and how many leads you convert after the event. Here is everything you need to create trade show print materials that deliver real results.

Booth Graphics: Your First Impression

Your booth graphics are the single most important factor in attracting visitors. Attendees walking the exhibition floor make split-second decisions about which booths to visit, and those decisions are almost entirely based on visual appeal. Here are the essential booth graphics every exhibitor needs:

Backdrop Displays

A backdrop display, also called a backwall, creates the visual foundation of your booth. Options range from simple pop-up displays to large-scale fabric walls. For a 10-foot booth, a tension fabric display with a full-color graphic creates a seamless, professional look. For larger booths, modular display systems allow you to create custom configurations with multiple graphic panels. Your backdrop should feature your logo prominently, a clear headline that communicates your key value proposition, and high-quality imagery that represents your brand. Keep text minimal; attendees will not stop to read paragraphs from the aisle.

Retractable Banners

Retractable banner stands are the workhorses of trade show marketing. They are portable, easy to set up, and incredibly versatile. Place them at the front of your booth to draw attention, flanking your backdrop for additional branding, or in nearby hallways to direct traffic. A standard retractable banner is 33 inches wide by 80 inches tall, providing ample space for your message. Design each banner with a single clear message rather than trying to communicate everything at once. A pair of retractable banners with complementary messages is more effective than one banner overloaded with information.

Table Covers and Runners

A plain folding table covered with a white cloth looks amateur. A custom-printed table cover with your brand colors, logo, and website instantly elevates your booth's professionalism. Full table covers, also called table throws, drape over the entire table and hide the space underneath where you can store supplies. Table runners are a shorter fabric piece that drapes across the center of the table over a solid-color cloth, displaying your branding while allowing access to the table edges.

Hanging Signs and Overhead Graphics

For booths in open floor plans, a hanging sign visible from across the exhibition hall can dramatically increase foot traffic. Hanging fabric structures come in various shapes including circles, squares, triangles, and custom forms. They are printed using dye-sublimation for vibrant, wrinkle-resistant graphics that look sharp from every angle. While they require ceiling rigging provided by the venue, the visibility advantage is substantial.

Leave-Behind Collateral: What Converts Visitors to Customers

Booth graphics attract visitors, but your leave-behind collateral is what converts them into customers after the show. These are the materials attendees take with them and review later when making purchasing decisions.

Brochures and Sell Sheets

A well-designed brochure is the cornerstone of trade show collateral. Tri-fold brochures are compact, easy to carry, and provide enough space to tell your company's story, highlight key products or services, and include a call to action. For companies with specific products to promote, single-page sell sheets or data sheets are effective because they focus on one offering and can be customized for different audience segments. Print your brochures on premium paper stock with a gloss or satin finish to ensure they look and feel professional.

Business Cards

This might seem obvious, but you would be surprised how many exhibitors run out of business cards at trade shows. Every team member working the booth should have at least 200 cards. Invest in premium card stock and finishing options because your business card is the most personal and most likely to be kept piece of collateral you will distribute. Consider printing the back of your card with a special trade show offer or QR code linking to a landing page.

Folders and Packet Inserts

For complex products or services that require more detailed information, a custom presentation folder with inserts is the professional way to deliver a comprehensive information package. A branded folder with pockets holds your brochures, sell sheets, pricing guides, and business card in an organized, impressive format. Attendees who receive a folder are more likely to review the entire package because it feels important and complete.

Promotional Items

Branded promotional items serve dual purposes at trade shows: they attract visitors to your booth and keep your brand in their hands long after the event. Choose items that are useful and relevant to your industry. Pens, notepads, and USB drives are practical choices. Tote bags printed with your branding become mobile advertisements as attendees carry them around the show floor. The best promotional items are those that attendees will use regularly, keeping your brand top of mind.

Planning Your Trade Show Print Materials

Successful trade show preparation requires planning ahead. Here is a practical timeline:

8 to 12 Weeks Before the Show

Finalize your booth layout and determine which graphics you need
Begin designing your backdrop display, banners, and hanging signs
Inventory existing materials and identify what needs to be updated or reprinted

6 to 8 Weeks Before the Show

Submit large format graphic orders including backdrop displays, hanging signs, and custom table covers
Order new brochures, sell sheets, and folders
Begin designing or updating smaller collateral pieces

4 to 6 Weeks Before the Show

Order business cards for all team members attending
Order branded promotional items
Order name badges, lanyards, and staff apparel if needed

2 to 4 Weeks Before the Show

Receive and inspect all printed materials
Do a test setup of all booth graphics to check for issues
Pack and ship materials to the venue or hotel

Common Trade Show Print Mistakes to Avoid

Too much text on booth graphics: Your backdrop and banners should communicate your message in five seconds or less. Save the details for your brochures and sell sheets.
Low-resolution images: Blurry, pixelated graphics on a large format display look unprofessional and undermine your entire presentation. Always use high-resolution images for large format printing.
Inconsistent branding: Make sure all your materials, from booth graphics to business cards to brochures, use the same colors, fonts, and brand elements. Inconsistency looks disorganized.
Not ordering enough collateral: It is far better to have materials left over than to run out on day two of a three-day show. Order more than you think you need.
Forgetting the call to action: Every piece of collateral should tell the reader what to do next. Visit your website, schedule a demo, call for a quote, or use a promotional code. Do not leave the next step to chance.

Planning a trade show and need professional print materials that make an impact? Printing247 offers everything from large format booth graphics to brochures, business cards, and promotional items. Contact our team to discuss your upcoming trade show and get a comprehensive quote for all your print needs.

Trade Show Success: Essential Print Materials You Need