Graphic design for your exhibit is simply a form of communication.
If you walked in to your prospect’s office and they said “You have 5 seconds to get my attention and after 5 seconds I will either want to hear more or I will ask you to leave”. What would you say? Would you explain technical detail about your product? Would you tell them what the material its made of? Would you tell them how much it costs? Would you show them a picture?
That's how you need to think about what your display says to your prospects. You need to boil down your offer to get your message across in less than five seconds.
The first and most important rule in exhibit graphics is to avoid confusion.
Lots of copy and separate graphics will confuse the eye and repel your prospects. In the exhibit graphics business less is more and a picture is truly worth a thousand words.
The golden rule:
The display should tell them who you are and what you do in the simplest way possible.