Less is more: how to apply the concept to trade show booth design without reducing the power of the message

The care devoted to trade show setups is fundamental for success at major industry fairs in Italy, Europe, or worldwide.

The choice of the exhibition stand is by far the most significant expense in the company’s budget, which is why it’s essential to design a solution that can genuinely deliver results for the business.

In this context, the design of the stand must be carefully planned and executed by following precise strategic guidelines that are able to create effective, emotional, and immersive communication—always respecting the company’s image.

The stand is a very powerful communication tool, and it is necessary to invest considerable energy in the research and implementation of the proper use of lighting, space, elements, multimedia, and various structures.

While it is indeed an effective means of gaining visibility and success, it must be used properly by following well-defined design principles, so as not to scatter the attention of visitors and potential clients.

Our job, as professional stand builders, is to understand all the elements at play and to know how to best exploit the stand’s design to create an “exceptional magnet” for the audience.

Our experience has also taught us how often applying the concept of “less is more” is essential to maximizing the results for companies that rely on our work.

Less is more: a new way to experience the trade fair

The phrase was coined by German architect Ludwig Mies van der Rohe and has now become an anthem for essential, yet effective, design.

In a time when many designers and planners tend to “fill” the available space with bulky and unclear solutions—often more focused on personal ego than on achieving the final goal—we are committed to applying this concept to ensure solutions that are striking and communicate the corporate message clearly, without unnecessary distractions.

But how can “using the essential” be applied to the world of trade shows? Let’s explore it together.

How to make your stand essential and effective

The concept of “less is more” was born alongside a new type of architecture—one that sought to eliminate opulence, embellishments, and unnecessary flourishes, and instead return to the essential.

Lighting and graphics are always fundamental in any trade fair setup. However, a stand that uses these elements poorly can negatively affect the final result.

Although visual elements can easily attract attention, it’s important to be cautious of the “too much” effect.

If used incorrectly, they can overload the visitor with too many stimuli, ultimately generating the opposite effect and being ignored—due to a principle of inverse psychology.

Our competitive advantage lies in our continuous experimentation and refinement of aesthetic and functional design—without excess and without information overload.

The minimalist style, which is currently very popular among designers, can be effectively used to deliver solutions that have a strong impact on both the public and client satisfaction.

If you browse our portfolio, you’ll find several examples that clearly demonstrate how we apply the “less is more” concept to our exhibition stands.

Every element that makes up the trade show stand is carefully selected and positioned to meet one clear goal: to maximize visibility, interest, and draw more visitors to the stand.

Depending on the situation, we may use modern or contemporary furnishings, targeted and minimal lighting solutions, multimedia integration, and interactive experiences.

The use of space must eliminate all physical and visual obstacles, allowing for the highest usability and contact potential with visitors.

Developing the “less is more” concept in the world of trade fair setups helps reduce all forms of friction, while maintaining a high level of professional and visual impact for the company’s stand—but it must be done correctly.

Our strength lies in thoroughly training our team of designers and planners so they can study and develop solutions that take full advantage of today’s available technologies—delivering real, effective results for our clients.