The quality of your product is often reflected by how well you present it. To have a good presentation one must invest in aesthetically pleasing trade show displays. I am not sure if we have any The Office fans here but there was a recent episode where Michael Scott chose to only display one piece of paper on a booth with no other information. To no surprise he had no one interested in his company. To some extent this story is true. Having a well designed display at a booth shows your company is well prepared and it also shows that the product you are selling is coming from a well designed company.