Earlier this week at a trade show, I again noticed that several exhibitors suffered from TMT (too much text) on their exhibit panels/graphics.
Immediately, at a glance -- attendees walking the aisles need to grasp who you are, what you do/sell/represent and what your product/service/org. does with supporting visual(s) and exhibit properties.
Exhibits with cluttered, heavy text expect too much from trade show attendees -- they don't know what to read first, and it turns them off to absorbing your message. TMT doesn't quickly communicate your brand or why prospective customers should buy from you (or maintain their loyalty).
To avoid TMT -- and boost booth draw -- limit your text and supporting visuals to the initial message(s) that you'd convey with a booth visitor in the first few seconds -- who you are, what you do/sell. Focus on the top benefit(s) -- how we solve a problem(s). Ideally, you would also communicate or demonstrate a key differentiator. Keep the heavy details and graphics on the appropriate handouts and other multimedia materials, and leave the in-depth discussions to your booth staffers.
The objective is to draw attendees with a visually engaging presence and booth experience -- without cluttering your message.