Is Your Trade Show Booth Doing Its Job or Just Taking Up Space?

You’ve probably seen it or maybe lived it.

You spend weeks prepping for a trade show. The team’s locked in. The products are polished. The sales strategy is tight.

Then you show up and realize... your booth looks just like everyone else’s.

You’ve got a table. A banner. Some printed handouts. Nothing’s wrong with it, but nothing’s making people stop either. Meanwhile, a competitor two aisles down is packed with attendees, taking selfies in front of their backdrop, posting photos, and drawing traffic.

Here’s the hard truth: most booths fail before the show even begins. Not because the brand isn’t great. But because the display wasn’t built to do its job: turn heads, pull people in, and start the conversation.

Let’s fix that.

Most Booths Use Banners and Table Covers. The Smart Ones Use Them Strategically.

Banners and table covers are the backbone of a trade show setup, and there's nothing wrong with using them. In fact, when they’re done well, they’re some of the most effective tools you’ve got.

But here’s the difference: most companies treat them like an afterthought. A logo here, some text there, and call it done.

Smart brands treat them like assets. They use high-quality fabric that resists wrinkles under show lighting, bold, benefit-driven messaging, and layouts that are easy to read from a distance. They pair their banners with clean, branded table covers that make the whole setup feel intentional, not improvised.

And when those elements are combined with floor graphics, backdrops, or signage that adds height or dimension? That’s when your booth starts working harder than the people standing in it.

It’s not about reinventing the wheel. It’s about executing the essentials better than everyone else.

Don’t Just Show Up. Make Your Booth Work Like a Sales Rep.

Think about it this way: your booth is your first impression. It’s a handshake before the handshake. If the messaging isn’t clear, if it takes more than three seconds to understand what you do, people keep walking.

A well-executed banner or backdrop doesn’t just display your name. It communicates what problem you solve and why someone should care. That’s the job. Visual hierarchy, bold headlines, and clear CTAs aren’t just design choices. They’re conversion tools.

And Then There’s the Practical Side...

This is what no one talks about until it’s too late: the setup.

A booth that takes two hours to build is a drain on your team. A flimsy banner that tears in transit won’t just cost you money—it’ll stress you out the night before the show opens.

That’s why the best trade show print displays today are built for real life. They’re modular. Easy to carry. Durable. They come with carry cases. The hardware matters just as much as the visuals.

And yes—when you’re working with a printer who specializes in trade show displays, these are the kinds of things we plan for.

Innovation Doesn’t Mean Complicated

Let’s clear something up. “Innovative” doesn’t mean techy, flashy, or expensive. It means effective.

Sometimes, it’s switching from a matte to a UV coating so your signage pops under artificial lighting. Sometimes, it’s using cut-to-shape rigid signs instead of another square panel. Sometimes, it’s adding a QR code in the right spot to move people from offline to online seamlessly.

Innovation is about knowing what works for the space, the audience, and the message, and making sure every print element earns its place.

Let’s Build a Booth That Stops People in Their Tracks

If your next event is coming up and you’re still trying to make last year’s banner do the job, let’s talk.

We’ll help you reimagine your display with print products that actually get attention—banners, backdrops, floor decals, signage, and whatever else makes sense for your space and your goals.

No fluff. No gimmicks. Just smart print, done right.

Brochure Fold Cheat Sheet: How to Pick the Right Layout for Maximum Impact

When it comes to designing a brochure, most people focus on the words and visuals.

But there’s a quiet decision that can dramatically shape how your message is experienced:

Which fold should you choose?

Your brochure’s fold isn’t just structural. It’s strategic. It controls the flow of your message, how your reader interacts with the piece, and whether the experience feels flat or dynamic.

To help, we’ve created a quick-reference Brochure Fold Cheat Sheet to guide your next project. Whether you're launching a bold campaign or explaining a service step by step, the right fold can make all the difference.

Flat Brochure (No Fold)

Use this when your message is singular and powerful.

Think: posters, menus, display pieces, or one-page promos.

• Best for: bold visuals, direct messaging, minimalism


• Works well for: handouts, retail settings, takeaways


• Not ideal for: content that needs flow or segmentation

Why it works: Flat brochures are immediate. What you see is what you get. Ideal for making a clear, bold statement with no distractions.

Tri-Fold (The Reliable Classic)

Use this when you want balance, familiarity, and compact storytelling.

Think: service menus, intro pieces, direct mail, leave-behinds.

• Best for: general info, small-to-medium content, structured flow


• Easy to mail and display


• Can feel generic without strong design choices

Why it works: It’s dependable and familiar. It makes it easy to guide your reader from intro to CTA in three clear steps.

Gate Fold (The Grand Reveal)

Use this when you want your audience to uncover something special.

Think: product reveals, event invitations, or high-end promotions

• Best for: visual storytelling, emotional impact, big launches


• Creates an interactive experience


• Requires precise layout and slightly higher production cost

Why it works: Gate folds build anticipation. When that center panel opens, all eyes are on what’s inside.

Accordion Fold (Panel-by-Panel Journey)

Use this when your content is sequential, educational, or layered.

Think: timelines, tutorials, event guides, product walk-throughs.

• Best for: processes, storytelling, and hands-on reading


• Expands to reveal multiple sections with ease


• Can feel long if content isn’t tightly written

Why it works: Accordion folds give you room to walk your audience through something step by step.

Z-Fold (Segmented Simplicity)

Use this when you need clear separation between ideas or languages.

Think: multilingual brochures, side-by-side comparisons, modular layouts.

• Best for: comparison content, multiple audiences, visual continuity


• Each panel opens cleanly with no overlap


• Less dynamic and more utilitarian than immersive

Why it works: Z-folds are versatile and easy to work with. They are great for straightforward communication that still stands out.

How to Use This Cheat Sheet

Use it early, before you finalize copy or visuals. Think about:

• What kind of experience you want the reader to have


• How much content you need to share


• Whether your message unfolds, compares, instructs, or impresses

Your fold is the framework for how your brochure will be read. Use it intentionally, and you’ll design a piece that engages from the first touch to the final panel.

Need Help Choosing the Right Fold?

We’ve helped businesses of all sizes match their message to the right structure so their brochures don’t just look great, but actually perform.

Let’s talk about your content, your goals, and which fold will do the heavy lifting.

Why Do Brochure Projects Always Get So Complicated? (And How to Fix It for Good)

You’ve probably asked it halfway through a project—right after the third round of edits, the “urgent” email from sales, or the meeting that left you with more questions than clarity:

• “Why is this taking so long?”


• “Who’s actually in charge?”


• “Why does no one agree on what we’re doing?”

Let’s get straight to it:

Brochure projects don’t fall apart because of bad design.
They fall apart because of unclear collaboration.

And if you’ve been stuck between competing opinions, last-minute feedback, and a print deadline that doesn’t care about your internal politics, we get it.

The good news? There’s a better way to work together, and better results on the other side of it.

When Should We Involve the Printer?
(Hint: Not After the Final Draft)

One of the biggest time-wasters in brochure design?
Waiting until the piece is “done” to send it to your printer.

By the time we get involved, it’s often too late to adjust folds, paper, or layout without rework. But when you bring us in early—even for a quick 15-minute consult—you unlock a smoother, more strategic process from the start.

We can help you:

• Plan formats that enhance your message


• Catch layout issues before they become expensive


• Recommend finishes or folds that elevate your design (without blowing the budget)

How Do We Keep Feedback from Getting Out of Control?

Everyone has input. That’s good.
But when input becomes interference, the project stalls.

Here’s the model that works:

• One project owner – the person who collects and delivers final feedback.


• Three review stages – content, layout, and final proof. No infinite loops.


• Clear deadlines – set them, stick to them.

When your team knows when and how to weigh in, collaboration becomes momentum, not mayhem.

What’s the Best Way to Balance Design, Sales, and Brand Goals?

Let each voice lead where they’re strongest:

• Sales brings insights from the front lines—objections, motivators, and what really matters to customers.
  
  


• Leadership offers high-level vision and priorities.
  
  


• Design/Creative shapes the layout, voice, and emotion.
  
  


• Your printer ties it all together with production know-how.

You don’t need everyone to agree on every pixel. You need alignment on what matters, and trust in each other’s role to get there.

Can We Actually Make This Process Enjoyable?

Yes. But only if you stop trying to survive the project—and start designing the process itself.

Here’s what that looks like:

• One kickoff meeting to align on goals, audience, and roles.


• No surprises—deadlines, deliverables, and decision-makers are clear from the start.


• A printer that acts like a partner, not a production line.

You can create brochures that your team feels proud of and get there without stress. We've helped clients do it, and we're happy to help you do it, too.

Tired of Brochure Projects That Burn Everyone Out?

You’re not alone. And you don’t have to keep doing it the hard way.

Let’s build a brochure process that actually works.
One where collaboration feels clear, creative, and productive—and the final result reflects what your team actually set out to do.

Ready to make that happen? Let’s talk.

The Print Advantage: Engaging at Your Audience's Pace

You’ve felt it. So has your audience.

The constant scrolling. The relentless pop-ups. The 2-second attention spans. The pressure to move faster just to keep up.

And in the middle of it all, you’re trying to tell a story. Trying to build trust. Trying to say something that actually matters.

What if the problem isn’t what you’re saying, but how you’re delivering it?

The Loudest Message Isn’t Always the One That’s Heard

Digital marketing moves at the speed of distraction.

Ads vanish in a blink. Social posts get buried in seconds. And even your best messaging risks being reduced to a skim or swipe.

That doesn’t mean digital is bad—it just means it’s noisy. And when everything’s loud, people stop listening.

Print doesn’t chase your audience:

• It waits for them.


• It meets them where they are.


• It lets them engage when they’re ready.

That’s not slow—it’s strategic.

A Brochure Moves at Human Speed

When someone picks up a brochure, there’s no scroll bar. No algorithm. No pressure to react in five seconds or less.

There’s just them, and your message.
Paper. Design. Flow.
A narrative that unfolds the way stories should—one panel at a time.

You control the pacing. You control the layout. You decide what happens first, what comes next, and where the call to action lands.

That’s power. Quiet power.

Respect Is a Marketing Strategy

Here’s something that’s easy to forget in today’s fast-moving world:
People don’t want more noise.
They want to feel seen, not targeted.
They want time to think, not just click.
They want something that feels like it was made for them, not at them.

Print delivers that.

A beautifully designed brochure doesn’t interrupt—it invites. It says, “Here’s something worth your time,” and then gives the reader the space to absorb it on their terms.

That’s what respect looks like in print marketing.

So What Does That Look Like in Practice?

It looks like:

• A nonprofit using a folded brochure to tell a donor’s story, one chapter per panel.


• A local business placing a tactile, soft-touch piece in the hands of a new customer—something they’ll keep on their desk, not toss in the bin.


• A university laying out program info in a format that’s logical, calm, and easy to revisit—without notifications or distractions.

These aren’t throwaways. They’re keepers.
And they’re built on the premise that slowing down is a form of connection, not weakness.

Ready to Slow the Scroll?

If you’re exhausted from the pressure to be everywhere at once—and your message deserves more than a blink and a bounce—print might be the pause you need.

Let’s design a brochure that lets your audience breathe.
That gives your brand space to speak.
And that shows up when the screen is off and the moment is quiet.

If you’re ready to slow down, stand out, and say more with print, we’re here when you are.

How a Single Flyer Serves Four Teams (and One Bigger Mission)

Sometimes the most valuable tools aren’t the flashiest—they’re the ones that quietly support your team across multiple goals, departments, and audiences. Flyers are one of those tools.

Easy to produce. Easy to update. Easy to distribute. And when done right, they serve a much bigger purpose than simply announcing a sale or listing your services.

To show you what we mean, here’s how one well-designed flyer became a flexible asset for four different teams—all working toward a common goal.

1. The Sales Team: Breaking the Ice and Building Conversations

For the sales team, the flyer acted as a door-opener.

Instead of leading with a pitch, they used a clean, visual flyer to spark interest at networking events, trade shows, and in follow-up mailers.

What made it effective:

• A strong headline that asked a question, not made a claim


• A product photo that instantly made the benefit clear


• A QR code that connected directly to a rep’s scheduling link

It wasn’t a script—it was a conversation starter. Something physical they could leave behind that wouldn’t get buried in an inbox.

2. The HR Team: Supporting Culture and Internal Communication

Same flyer. Different application.

The HR team printed a modified version to include internal messaging: dates for company events, reminders about upcoming programs, and a spotlight on employee milestones. It was posted in break rooms, included in onboarding packets, and handed out at team huddles.

The goal here wasn’t promotion—it was connection. A tangible way to communicate updates and build culture without relying solely on emails or intranet posts that might get overlooked.

3. The Customer Service Team: Reinforcing Trust and Brand Clarity

Customer service reps used the flyer as a reference tool during calls and walk-ins—something that helped visually explain products, service tiers, or common questions.

What worked well:

• Simple icons and brief copy for at-a-glance information


• Branded colors and language that matched what customers saw online


• A back panel with FAQs or a support contact line.

It gave the team a consistent message—and gave customers confidence that they were getting clear, helpful info every time.

4. The Marketing Team: Multiplying Reach with Minimal Spend

For marketing, the flyer pulled triple duty.

It was repurposed as (1) a handout at community events, (2) a direct mail insert, and (3) a downloadable PDF for email campaigns

Because the design was built with flexibility in mind—multiple sections, clear calls to action, and room to customize—the team could adapt it quickly across campaigns without starting from scratch.

It became a true “base layer” asset—one that saved time, supported strategy, and tied all the other efforts together.

Print That Plays Well with Others

This is the kind of versatility that makes print especially valuable to leaders managing multiple teams and budgets.

One thoughtful flyer—designed with adaptability in mind—can strengthen your message across the company. Internally. Externally. Digitally. In person.

Need help creating a flyer that fits more than one purpose? Contact us—we’ll help you design print that moves with your team, not against it.

Patriotic Designs for Memorial Day: H.O.N.O.R. in Print

Memorial Day is a time for reflection—a chance to express gratitude, remember those who served, and unite communities around a shared sense of purpose.

While print can’t encapsulate the weight of sacrifice, it plays a quiet and important role in how we honor it.

Here’s how thoughtful design helped this year’s Memorial Day messages resonate, using a format that reflects the heart of the holiday itself.

H — Hold Space for Stillness

Not every flyer needs to be loud to be effective.

In fact, the best Memorial Day designs created room for the message to breathe. Whether it was ample white space or a single symbolic image—a folded flag, a solitary silhouette, a poppy in bloom—this restraint helped invite reflection.

Design takeaway: When designing for remembrance, let stillness speak. Skip the clutter. Choose fewer elements with more weight.

O — Opt for Meaningful Color

Red, white, and blue are foundational to patriotic design—but not every campaign needs to use them at full saturation.

Many of the most effective pieces this year leaned into muted tones, vintage textures, and softer contrasts to evoke a sense of reverence instead of celebration.

Try this: Use navy instead of royal blue, parchment instead of white, and a weathered red to bring warmth and depth. The shift in tone says, “We remember,” not “We sell.”

N — Name What Matters

Across flyers and printed programs, one detail made a lasting impression: names.

Whether it was a list of honored veterans, a single quote attributed to a service member, or handwritten tributes from students or families, including names gave Memorial Day print materials a human connection.

Idea: Consider ways your print can support personalized remembrance, even in subtle ways—a line of text, a signature space, a folded card with a name.

O — Open the Door to Community

Many Memorial Day materials served as invitations—not just to attend events, but to reflect together.

Posters and flyers that included simple messages like “Join Us in Remembering” or “Pause With Us” created a sense of shared experience.

When your flyer can make someone feel part of something, it becomes more than marketing—it becomes connection.

Print strategy: Use language that welcomes rather than promotes. Shift from “Come to our event” to “Help us remember.”

R — Reflect the Purpose, Not Just the Holiday

Memorial Day isn’t a sale. It’s a story.

The most thoughtful printed pieces this year made that clear—not just in imagery, but in tone.

This meant skipping gimmicks and leaning into gratitude. It meant elevating the message above the offer. It meant printing not just to inform, but to honor.

Take it further: As you plan future holiday campaigns, consider how your design can lead with values. Remembrance isn’t limited to one day. The tone you strike now can carry through Independence Day, Veterans Day, and beyond.

Design That Reflects H.O.N.O.R.

Print has power—especially when it’s created with purpose.

Whether you’re preparing for a civic ceremony, a nonprofit campaign, or a simple moment of community appreciation, the design decisions you make can help carry meaning forward.

Need help turning purpose into print? Contact us—we’re here to help you design with honor in mind.

What We Learned from This Year's Mother's Day Flyers (And How to Use Those Insights All Year Long)

Mother’s Day has a way of tugging at heartstrings—and it turns out, that emotional connection matters just as much in flyer design as it does in holiday dinners and flower deliveries.

Even though this year’s celebration has come and gone, the flyers we saw leading up to it revealed some smart strategies that deserve more than a one-day spotlight.

From the messaging that clicked to the designs that customers actually responded to, here are a few takeaways from this year’s campaigns—and how you can apply them to your future print marketing.

1. Sentiment Over Sale

The most effective flyers didn’t just advertise a Mother’s Day deal. They told a story—or at least started one.

Whether it was a simple “Thanks, Mom” at the top of the flyer or a heartfelt quote woven into the design, the brands that prioritized emotion over promotion stood out. These flyers reminded people of who they were shopping for, not just what they were buying.

Try this:
Instead of leading with the discount, lead with the moment. Think of how your products or services tie into family traditions, relationships, or appreciation. Then, design your flyer to reflect that sentiment visually and verbally.

2. Soft Color Palettes Had Strong Impact

While bold colors can be eye-catching, the campaigns that used soft, airy palettes—think blush, cream, sage, and lavender—felt more intentional and emotionally tuned-in.

These color schemes complemented the occasion without overwhelming the message. They also paired well with elegant typography and plenty of white space.

Design note:
This style doesn’t have to be reserved for Mother’s Day. If your brand wants to communicate warmth, care, or hospitality at any time of year, this approach can be a go-to.

3. Gift Guides Performed Surprisingly Well

An overlooked flyer trend? Mini gift guides printed right on the flyer.

These weren’t long lists—just a few curated options (“For the baker,” “For the plant lover,” etc.) paired with product photos and item numbers. They gave shoppers ideas at a glance and drove in-store traffic by encouraging quick, thoughtful decisions.

Use it elsewhere:
This layout works just as well for Father’s Day, teacher appreciation week, or any seasonal campaign. When people feel unsure about what to buy, a curated guide can be the nudge they need.

4. Interactive Elements Encouraged Action

Flyers with QR codes linking to additional content (think short videos or “letter to mom” templates) saw stronger engagement in several campaigns. These additions turned print into a more interactive experience, even if only briefly.

But, other successful ideas could be leaving space on your flyer for the recipient to write in a memory of mom or a favorite recipe or quote, and then turn it in for an in-store discount.

Future-friendly idea:
Don’t underestimate the power of low-tech interactivity. A fill-in-the-blank space, a detachable note, or a space to write a message can make your flyer feel more human—and more likely to be kept.

5. Appreciation Messaging Has Staying Power

At the heart of every great Mother’s Day flyer was a simple message: “We appreciate you.”

That kind of messaging doesn’t have an expiration date. You can carry that same energy into other campaigns that highlight community, family, or gratitude—whether you're recognizing teachers in the fall, caregivers in healthcare, or volunteers in a nonprofit drive.

Print is personal.

When your flyers reflect appreciation and intention, they don’t just inform—they connect.

Flyers That Go Further

Mother’s Day may be once a year, but the lessons we saw in this year’s campaigns can apply year-round.

Whether you’re planning your next holiday promotion, thinking ahead to Father’s Day, or simply looking for ways to make your print marketing feel more personal, these strategies offer a strong foundation.

Want help creating print materials that connect beyond the page? Contact us today—we’ll help you bring your next idea to life.