The Art of Simple Booth Design: Why Less is More on the Tradeshow Floor

In the dynamic and often chaotic world of trade shows, it’s easy to believe that louder, bigger, and flashier booths are the path to success. Ken Button, our most senior creative force with over 50 years of experience in exhibit and environmental design, challenges that assumption with one timeless truth: simplicity is king.

As a former Creative Director at Westkey Xibita (now Consultant), Ken has helped companies across Canada and North America create iconic trade show exhibit booth designs that win attention - not with chaos, but with clarity. His award-winning booths for brands like Windset Farms, Cubic Farms and countless others demonstrate the power of thoughtful restraint.

“What we found over the years is that if you design something fairly simple, fairly big, fairly bold, and with not too many components, it stands out. Simplicity becomes the differentiator.”
– Ken Button

Why Simplicity Is the Key to Tradeshow Booth Design

Tradeshow environments are inherently noisy - visually and physically. Between flashing lights, sound effects, and brand representatives calling out for attention, attendees experience sensory overload and this overstimulation results in people unintentionally tuning out.

That’s why simple, spacious, and strategic booth design doesn’t just stand out - it feels like relief. A well-executed tradeshow booth design creates a calm space where prospects can relax and engage with your brand on their terms.

The Benefits of Simplicity:

• Creates a visual oasis: Bold, uncluttered design provides rest for the eyes.

• Enhances brand recall: Clear messaging is easier to remember.

• Invites interaction: Open layouts reduce psychological and physical barriers.

• Increases flow: A simple booth is more intuitive to navigate, if people can’t move they can’t engage.

“You don’t see a bunch of bizarre things competing for your attention. You see one cohesive brand story.”

Custom Tradeshow Displays That Feel Right

Ken likens strong design to the atmosphere in a well-designed space - like a boutique hotel or coffee shop. It feels right even if you can’t articulate why. The same goes for exhibition display stands and custom tradeshow displays.

That intuitive feel comes from details that communicate simplicity with intention:

• Layout is the Foundation

• Consistent use of colour and shape

• Scaled-down but bold messaging

• Structures that guide the visitor without confusion.

A good trade show exhibition booth design isn’t about shouting louder. It’s about speaking clearly. Ken’s mantra:

"If someone remembers only one thing, what is it? Focus on that. Highlight that."

From Custom Displays to Memorable Experiences

Great design is more than great visuals. Ken’s approach to expo booth design always begins with a strategy-first mindset. His team at WX considers the company goals in the visitor journey, what kind of engagement each zone of the booth should invite, and how to remove friction.

His work incorporates:

• Zoning: Demos, lounges, lead capture, private meeting spaces

• Brand hierarchy: Visual emphasis on the most important brand story

• Space design: Structures that are both impressive and functional

• Messaging: Clean, minimal headlines with visual storytelling support

Especially when working with custom tradeshow banners & displays, the approach stays consistent because it’s been refined over 50 years. The goal is always to make the booth feel like an extension of the brand - not a marketing wall.

Built for Canada. Designed for the World.

Ken’s story begins in Winnipeg, where he once carved an 8-foot moon from foam with little more than a saw and a reference photo. His hands-on background shaped his love for three-dimensional design. Over the decades, he transitioned from traditional graphic design to experiential spaces, bringing thousands of brands to life in shows across Canada and the U.S.

“When I see a booth come together on the floor - and I see people using it the way we imagined - it’s the most rewarding thing.”

Whether you’re building for a small footprint or a flagship event, whether you’re a global brand event in Vancouver or an experiential agency in Toronto, Ken’s methods are rooted in years of training, observing and refining.

Winning Example: Windset Farms

One of Ken’s favourite recent projects is Windset Farms, a leader in sustainable greenhouse produce. The design used bold architectural elements in vibrant red, offset by clean product display zones and private seating areas. The booth won “Best in Show” its first year and continues to evolve while maintaining its iconic simplicity.

“They didn’t try to tell their whole story at once. They showed who they were and made it easy to understand.”

Final Thoughts: Keep It Focused, Keep It Functional

In the world of trade show displays, it’s easy to get swept up in gimmicks. But those don’t build long-term impressions. Ken Buttons team continues to push for clarity, consistency, and calm in an environment known for chaos.

Whether you're investing in your first custom tradeshow display or rethinking your expo booth design strategy for a major international show, the most effective path might be the most understated.

Let your brand breathe. Let your booth speak with design, not noise.

Because when the trade show floor gets loud, simplicity is what stands out.