For exhibitors and event marketers, booth design is more than visual appeal–it’s a strategic tool that directly impacts engagement, brand perception, and ROI. A study published in the Journal of Business & Industrial Marketing dives into the psychological and behavioral responses of attendees to booth design, offering valuable insight for anyone involved in trade show planning.

Here are a few key takeaways you can apply to your next exhibit:

• Closed booth layouts (with clear boundaries or partial walls) make visitors feel more comfortable and focused, increasing dwell time and meaningful interactions.

• Surface decoration matters–highly visual booths with lighting, graphics, and textures draw attention and stand out in crowded show floors.

• Psychology over demographics–attendee responses are guided more by how a space makes them feel than by their job title or industry.

For trade show professionals, this research reinforces the importance of intentional, audience-centric design. Booths that are thoughtfully structured can drive stronger connections and more qualified leads.

Want to explore more insights on how design impacts trade show success?

Read the full research article here: [Article Link]