Bob Milam, independent industry consultant, is a former EXHIBITOR Editorial Advisory Board member and a past All-Star Award winner, and a current EXHIBITOR Conference advisory board and faculty member. tradeshowbob @gmail.com

hat message is your exhibit sending? What unspoken cues is it communicating to passersby? Whether you've thought about them or not, those subtle signals speak volumes.

Everything in your exhibit - your color palette, lighting design, number of staffers, staff attire, and literally dozens of other factors - gives attendees a sensory clue as to who you are and what they are likely to encounter in your booth space.

The following signals represent only a tiny handful of the factors attendees are likely to encounter when visiting your booth. But they're among the ones most often misunderstood (or underutilized) by exhibitors, giving passersby the wrong idea about what you want them to do, how long you want them to stay, or exactly how you'd like them to navigate your exhibit.

Understand these signals, and you'll be well on your way to sending the proper messages - without saying a word.

The Great Wall

Lining the perimeter of your exhibit with equipment, displays, or a phalanx of banner stands sends the same message that the emperors of China gave to the Mongol armies: Sure, we'll deal with you face to face, but you've got to scale our walls first.

Physical barriers along the perimeter of your exhibit give aisle walkers a reason to keep moving. That doesn't mean you can't have some signage or a reception desk at your perimeter, but if the booth becomes too hard to enter, no one will.

Granted, if your goal is to keep the masses out and welcome only highly targeted prospects into your exhibit, or to foster a sense of exclusivity inside your space, walls can be very effective. For example, a couple of years ago at Pack Expo in Chicago, Krones Inc. used the power of walls - three walls surrounding its lunch counter and dining tables - to send a signal to attendees that its offer of a free lunch was intended primarily for current and prospective customers.

The subtle message kept out the attendees looking for a complimentary croissant, and kept the catering tab manageable. And without the hungry masses assaulting the booth, Krones staffers were able to have quiet lunches with high-quality leads.

On the Floor

You don't need walls to send a psychological do-not-enter message. Even the color of your carpet can create a barrier. As Marty Smith, founder of Stevensville, MI-based Ethnometrics Inc. points out, if you match your flooring to the shade of the aisle carpet, attendees will see your booth as an extension of the public space. Make it clash with aisle carpet, and attendees will hesitate to step from one color to another.

The color of your carpet can also send a message about your brand's personality or your company's corporate culture. Bright-colored carpet often communicates a whimsical and fun attitude, making your space pop with energy and vitality.

Similarly, carpeting can be used to send subtle signals about how you want attendees to traverse your exhibit. During a printing-industry show at McCormick Place, printing-press maker Goss International Corp. blanketed the majority of its floor space in basic-black carpet. But a single path of red carpeting led the way from the exterior of the booth space directly to the exhibit's central reception and information desk.

A Chair to Remember

Attendees love chairs, or at least their tired feet do. If you have a place to sit in your booth, chances are a weary attendee will take advantage of it.

But how long will that squatter keep his hind end planted in your seat? Well, it depends on the chair. Big, cushiony chairs and sofas tend to serve as rest stops for the weary. So if you want to increase the time visitors spend in your space, those are the way to go. If, however, you want attendees to sit still for two or three minutes then move on, tall stools sans cushions are more appropriate.

Seating signals are not just limited to the chairs you choose, but also how many you have. A presentation theater with too many seats - and, therefore, empty chairs during your scheduled spiels - sends the message that what you have to say isn't particularly interesting. While you shouldn't have a goal of making attendees uncomfortable, it's always better to have a standing-room-only crowd than a half-full theater.

The Secret Passage

At a computer show a few years back, Intel Corp.'s booth featured a stage and theater seating for a product presentation. The presentation included dancers, acrobats, and a message about the importance of having Intel computer chips inside your desktop.

When the presentation ended, the stage split apart revealing a portal to the great beyond, otherwise known as the rest of the exhibit. It was irresistible. Like walking into the light upon death, attendees felt compelled to march through the opening in the stage to see the rest of the exhibit.

Doors, covered pathways, archways, and other portals work like a swanky entrance to a VIP nightclub. And attendees always want to feel like they are part of the cool crowd.

Dress for Success

If Shakespeare had been an exhibit manager, he would have written, "To buy booth uniforms or not to buy booth uniforms, that is the question."

But the answer can be pretty simple. If your company is still trying to build its brand image, booth uniforms reinforce your name and corporate colors. On the other hand, if you have a big - possibly imposing - exhibit, and you'd like attendees to feel free to wander in and explore, then letting staffers blend into the crowd gives the signal that the coast is clear for the timid explorer. Plus, if you've got too many staffers in the booth to begin with, and they're all wearing corporate-branded apparel, attendees might feel as if they're going to be pounced upon the second they enter.

At EXHIBITOR2008, exhibit house EWI Worldwide wanted attendees to explore its booth without worrying about an ambush from a salesperson. So booth staffers were given color swatches to use as guides in buying their own attire. The result was staffers in comfy clothes that all matched EWI's company colors, and attendees who entered the exhibit without feeling like they were walking onto a used car lot.

Whether you are selecting booth-staff uniforms or contemplating carpet colors, remember that each decision you make gives off a subtle signal. Even the smallest detail can send a loud and clear message to attendees. So be aware of what your booth is saying, and make sure those unspoken cues are sending attendees all the right messages.e