The elements of design are key to everything you do. You may not know it, but you probably use some elements of design every day. What you put on and wear often has to match or be coordinated to look right, and that incorporates a couple of design principles. How you arrange your furniture and the colors in a room of your house incorporate some of the same design principles and elements as selecting an outfit in the morning. When you need to design a trade show booth display, be sure to use and incorporate the following design elements if you want it to be as successful and attractive as your clothes and the rooms in your house.
If your business logos look more like shrinking violets than confident and successful announcements, you need to change that. Make your logos bigger, louder and more obvious so that people can see from far away what your business name and type are. Make them want to walk up to your booth with bold patterns around your logos that are interesting and fun or eye-catching.
If you have ever looked at a photo in black and white, and then looked at the same photo in technicolor, it emits a completely different emotion. Sure, the black and white photo may be attractive, but it is often serene, solemn, and quiet. The technicolor photo is bright, vibrant, and emotional. There is a strong emotional connection to the subject matter for everyone that views it (unless a viewer is colorblind). The same holds true for your booth display. Use color, as much as you can, to evoke emotion and draw the eyes in. When you draw the eyes in, the rest of the people's bodies will follow.
Another design element meant to draw the eye in is movement. Movement can be actual physical movement, like a "wacky, waving, flailing arm man" type of movement/attention grabber, or it can be visual movement created with lines of color. If you have never noticed this before, look at some paintings or artwork.
Good artists always create lines (usually unintentionally) that start at the edge of the paper or canvas and flow inward to the main subject or scene within the art. You can choose to do either of these types of movement with your trade show booth display and design to get more people to walk up to your booth. Short videos on a video screen is one example of physical movement that works at trade shows, while colorful lines on your banner is an example of visual movement.
Places like Arc and Co. can help you design the right booth.