If you’ve ever planned a trade show appearance, you’ve likely faced a critical question early on:
Should we go modular, or invest in a custom-built trade show display?
It might not sound like the most exciting decision, but it can have a huge impact on your budget, your brand, and your booth’s overall effectiveness. To help make sense of it all, we’ve tapped into insights from experienced trade show display experts who’ve seen it all—tight budgets, high-end builds, and everything in between.
So what’s the best option? As it turns out, the answer depends on your goals. Let’s dive into the pros and cons of both—and what the experts actually recommend.
What Is a Modular Trade Show Display?
A modular display is built from pre-fabricated components that can be reconfigured and reused for different events. Think of it like a set of LEGO blocks for your booth—pieces you can rearrange to create various layouts depending on the show size, location, or purpose.
Pros of Modular Displays:
- Cost-effective: Often less expensive than custom booths.
- Reusability: Designed to be used across multiple events.
- Scalability: Easy to expand or shrink for different booth sizes.
- Quick setup: Pre-designed parts make assembly faster and easier.
Cons:
- Less unique: You may end up looking similar to other booths using similar systems.
- Limited creativity: Fewer options for unusual shapes, experiences, or features.
What Is a Custom-Built Trade Show Display?
A custom-built display is created from scratch to fit your brand, message, and objectives. It’s like commissioning an artist to paint a one-of-a-kind masterpiece—designed specifically for your needs.
Pros of Custom Displays:
- Tailored design: Completely unique to your brand.
- Memorable experiences: Great for immersive storytelling and attention-grabbing features.
- High impact: Built to impress, especially for major product launches or big expos.
Cons:
- Higher cost: Custom fabrication is more expensive.
- Longer production time: It takes time to design, prototype, and build.
- Less flexible: May not be as easy to repurpose for different events.
What Trade Show Display Experts Recommend
According to trade show display experts, there isn’t a one-size-fits-all answer. The right choice depends on your goals, frequency of events, and budget.
1. If You Attend Multiple Events a Year: Go Modular
For companies that participate in several trade shows annually—especially with varying booth sizes—experts lean toward modular systems. They’re versatile, durable, and cost-effective over time.
Trade show display experts often recommend investing in a high-quality modular base with a few custom elements (like branded graphics, signage, or furniture) that keep things fresh and tailored to each show.
“Modular gives you a professional, flexible solution without breaking the bank,” says one veteran display consultant. “It’s like having a toolkit that adapts as your needs grow.”
2. If You’re Launching Something Big: Go Custom
If you’re debuting a new product, entering a new market, or exhibiting at a major industry event, experts say a custom-built booth can make a bold statement.
Custom builds allow you to create immersive environments that tell your brand story with maximum impact—something modular setups can struggle to do at the same scale.
“When first impressions matter most, nothing beats a well-designed custom booth,” says a seasoned trade show display expert. “It signals that you’re serious, innovative, and worth their time.”
3. Hybrid Approaches Are Gaining Popularity
Increasingly, trade show display experts are recommending a hybrid approach—combining modular infrastructure with custom accents. For example, you might use a modular frame but add in custom lighting, digital elements, or a branded interactive station.
This strategy delivers the best of both worlds: cost efficiency and creativity.
“The hybrid model is where we see a lot of success,” notes one designer. “You can have a core booth that travels well and customize it depending on the audience or the event.”
Choose What Matches Your Strategy
The real question isn’t whether modular or custom is better—it’s which one aligns with your marketing strategy, budget, and event calendar.
If you’re testing the waters, attending several shows, or have a tighter budget, modular may be the smartest option.
If you’re making a splash, introducing a high-stakes product, or aiming for brand domination, custom could be your game-changer.
And if you want flexibility and flair? A hybrid solution might be just right.
At the end of the day, trade show display experts agree: success starts with planning early, knowing your audience, and working with a team that understands both design and logistics. Whether modular, custom, or a mix of both, the right display will turn heads—and bring results.