Accessibility is having a moment in the exhibit-marketing industry. As touchscreens replace printed graphics, captions become commonplace, and AI-powered installations offer everything from voice-activated access to real-time language translation, exhibit managers are discovering an unexpected truth: Designing for digital accessibility doesn't just help people with disabilities; it creates more intuitive experiences for everyone navigating techno-rich trade show environments.

On the sensory battleground of the trade show floor, digital accessibility isn't just about compliance. It's really about creating clarity from chaos. And according to Kirstin Rajala, founder of B2B experience-design company Green Room Inc., it represents both a challenge and an opportunity for exhibit managers.

“When we design for digital accessibility,” Rajala says, “we reduce the cognitive load for all attendees in what's already an overwhelming environment. Inclusivity here is about creating experiences that work better for everyone.”

To further explore this challenge/opportunity scenario, EXHIBITOR sat down with Rajala to pick her brain about exhibit accessibility in general and digital accessibility protocols in particular. While not meant to be a soup-to-nuts guide to inclusive design, her insights cover everything from why accessibility is good for business to tips, tools, and tactics to drive your digital designs.

The Business Case for Accessibility
According to insights from the World Health Organization, 1.3 billion people worldwide, or one in six, experience some form of significant disability. Insights from the Centers for Disease Control and Prevention show an even higher probability in the United States: one in four.

With so many individuals impacted by these challenges, many of which are invisible to the general observer, the mandate for accessible design has never been stronger. But beyond the moral imperative and legal requirements, there's a compelling business case.

“The benefit isn't just enabling 1.3 billion people to participate in your exhibit,” Rajala notes. “A byproduct is that more people tend to engage with inclusive design because it creates a more approachable, intuitive experience.” Consider something as simple as video captions. Originally intended for hearing-impaired visitors, captions have become invaluable in noisy trade show environments.

This exemplifies a crucial principle: Accessibility features often enhance the experience for all users. In this case, good for some is good for all — and that's good for business.

Digital Navigation Fundamentals
So what does digital accessibility actually look like? Where do you start?

Rajala says one cornerstone on inclusivity is digital navigation (i.e., how visitors maneuver around and through your screen-based content). “Think about your own experience with various digital interfaces,” Rajala says. “Some navigational experiences are frustrating, others are intuitive, and a rare few are so good you don't even notice them. We're going for the 'unnoticeable' variety here.”

Unnoticeable, however, doesn't equate to unintentional. In fact, expert-level navigation often requires considerable thought and design expertise as well as an ability to cull content to a concise core and to then deliver it with precision.

Rajala also asserts that effective digital navigation is based on a simple, consistent, and intuitive interface paired with generational iconography considerations. “You want your booth visitor to walk up to a screen and know immediately how to navigate through your content,” Rajala says.

That means not overcomplicating the design and instead relying on common content structures, icons, and functions to drive the experience.

So what does all of this actually look like? Navigational elements positioned in expected locations ensure their visibility and maintain intuitive functionality. They also use style and naming conventions that are consistent not only throughout the entire in-booth experience but also with visitors' typical digital interactions. That is, you don't want visitors to have to learn a new digital-navigation framework when they enter your booth. “Don't fight intuition and consistency,” Rajala says. “A key goal of accessible design is to reduce thinking on the part of the user.” Iconography: Symbols for Success
Crafting intuitive navigational elements often involves the use of icons as opposed to words, which can be a particularly valuable tactic within the global exhibiting arena where language barriers exist. While Rajala sees enormous value in this tactic, she cautions exhibitors to give thought to iconography selection.

“Far too often, exhibitors forget that they are not the user,” Rajala says. “Particularly if you don't face any physical or mental challenges, you really can't understand nor plan for obstacles those with disabilities can face within your experience. In fact, approaching design from this perspective often infuses the experience with generational, cultural, or even geographic preferences that may miss the mark with your audience.”

Let's say you're a middle-aged marketing professional. Chances are, you won't bat an eye at 35mm camera, rotary phone, or floppy disk (representing “save”) icons. But these symbols are completely out of touch with Gen Z and Gen Alpha, as most cameras live in your smartphone, and rotary phones and floppy disks are ancient history.

“Designing for inclusivity and accessibility requires that you shift your perspective to that of your user,” Rajala says. “That means taking generational and cultural differences into account.”

Visual Accessibility: Color and Contrast
In our rush for visual drama, we often overlook critical accessibility fundamentals that can make or break the user experience. Details like colorblind-friendly design and thoughtful screen placement can determine whether your exhibit welcomes all visitors or inadvertently creates barriers.

Let's consider color-blindness. Research shows that approximately 1 in 12 men and 1 in 200 women in the United States experience color blindness. So relying solely on color to convey information can exclude a significant portion of your audience.

The solution lies in implementing sufficient contrast ratios and providing secondary visual cues. For digital elements, maintaining a minimum contrast ratio of 3:1 is essential for all screen elements. This applies not just to text, but also to icons. Designers should incorporate clear directions, labels, and secondary cues to ensure information is accessible through multiple channels. This multimodal approach ensures that content remains accessible regardless of how users interact with it.

Control and Customization: Power to the People
Whether you're talking about exhibit experiences or socks, one size rarely fits all. As Rajala aptly notes, “If you try to design something for everyone, you're going to fail someone.” Rather than attempting to create a universal exhibit experience, she suggests that you empower visitors to customize their interactions — including everything from volume and captioning to brightness and navigational options.

For example, sound plays a crucial role in many exhibit experiences. So implementing readily accessible volume controls isn't just a convenience; it's a necessity. These controls should be immediately visible and operable, allowing visitors to adjust audio levels without assistance or having to hunt through complex menus. This is particularly important on the show floor where ambient noise levels can fluctuate dramatically.

Rajala asserts that digital exhibits should also feature easily toggleable captions that support multiple viewing preferences. Captions should be customizable in terms of size, color, and placement to ensure that whether someone is deaf, hard of hearing, or simply in a noisy environment, they can fully engage with your content.

Along these same lines, Rajala is a proponent of adjustable interface elements that accommodate various user needs. These include brightness/contrast settings to address visual needs and lighting conditions, text size flexibility to accommodate varied visual capabilities and viewing distances, and navigational options such as touch, keyboard, and voice commands to provide accessibility regardless of user preferences.

“But it's not enough to just have these options,” Rajala says. “Rather, they need to be in-your-face obvious.” You'll want to position control elements in consistent and highly visible locations, employ universal symbols and clear labeling, ensure controls are reachable from any viewing position, and maintain simple, intuitive interfaces to allow for adjustments.

This approach improves accessibility and enhances overall user engagement by giving visitors agency over their experience. Remember: The goal isn't to create a single perfect experience, but to provide the tools that allow each user to create their ideal interaction with your exhibit.

Physical Integration: Room to Move
Digital accessibility isn't solely determined by what appears on screen. Rather, physical integration, including the thoughtful placement of interactive elements, plays an equally crucial role in creating truly inclusive experiences.

“At Green Room, we keep all on-screen navigation elements within ADA compliance ranges,” Rajala says. “This strategic approach ensures that while monitors might be mounted at eye level for standing visitors, all interactive and navigational elements remain within reach of everyone, including wheelchair users and children.” Typically, this involves positioning critical interactive components in the bottom one-third of the display, creating a universally accessible interaction zone.

Accessible digital design also includes considerations for the space surrounding the installation. That is, those with mobility challenges need to be able to interact with the content with minimal barriers. Key considerations include: 1) clear approach paths providing unobstructed access to interactive elements and sufficient turning radius for wheelchairs, 2) clear floor space in front of interactive elements to accommodate both standing and seated users, and 3) slip-resistant flooring materials that facilitate easy movement and stable positioning. Additional considerations are viewing angles (monitors should be tilted to accommodate both standing and seated viewers) and screen height (interactive elements should remain within the universal reach range).

Remember: Physical integration isn't just about meeting minimum requirements. You're trying to create an environment where every visitor can comfortably and independently engage with your exhibit.

Multimodal Experiences: Sense and Sensibility
Multimodality, i.e., using multiple modes of communication to convey a message, offers more than variety. Done right, it provides comprehensive experiences that resonate with diverse audiences through multiple channels of engagement.

Every visitor processes information differently. Some grasp concepts quickly through visual demonstrations, others need to hear explanations, and still others understand best through hands-on interaction. By incorporating multiple modes of information delivery, exhibits create numerous pathways to understanding and more meaningful connections.

Successful trade show exhibits typically integrate three primary delivery modes: 1) visual (e.g., graphics, product demos, video content, touchscreen presentations, iconography, etc., 2) auditory (e.g., narrations, interactive voice responses, recorded demos, focused audio zones for product explanations), and 3) tactile (e.g., physical product-interaction opportunities, touchscreen interfaces with haptic feedback, interactive models and prototypes, and areas suitable for hands-on demonstration).

It's important to note, however, that you can't just toss a bunch of delivery mediums into your booth and call it a day. Effective multimodal delivery requires thoughtful integration of different information channels to ensure that all modes convey consistent messaging. Create smooth transitions between different delivery methods and build in ways for visitors to easily switch between information channels.

The goal isn't to overwhelm visitors with options, but instead to create natural, intuitive pathways to understanding. Each mode of information delivery should complement the others, creating a cohesive experience that respects different learning styles while maintaining the clarity of your brand's core message.

Sound, Captioning, and AI: A Sound Strategy
Sound management presents multiple challenges in bustling trade show environments. Competing audio from neighboring exhibits and general hall noise can create barriers to clear communication for everyone. Plus, deaf and hard-of-hearing attendees face additional hurdles, as do those with language barriers. Without proper accommodations, these attendees may struggle to fully engage with your content and brand.

To promote a more inclusive environment, implement effective captioning solutions. Real-time closed captioning should be provided for all audio content, including presentations, videos, and interactive elements. Captions must be accurately synchronized with the audio and displayed in an easy-to-read manner. Offering easy-to-use language options for captions can cater to a diverse audience, ensuring that everyone can understand the information shared.

In tandem with captioning, audio descriptions should be integrated for all visual content. These descriptions convey essential information and context, allowing visitors who are blind or have low vision to fully engage.

To further enhance accessibility, incorporate AI-powered language translation and live captioning services. This technology allows for real-time translation and captioning, enabling attendees who speak a different language to seamlessly grasp the information being presented.

Another important audio aspect to consider is the provision of assistive listening devices, such as hearing loops or FM systems. Clearly communicating the availability of these devices, along with straightforward instructions on their use, can make a significant difference in participant engagement. Additional sound-control solutions include acoustic barriers and ultrasonic directional speakers that create focused audio beams.

By embracing these strategies, exhibitors can deliver clear audio content without contributing to overall noise pollution. Plus, they can create more inclusive, comfortable spaces that enhance rather than hinder information processing and engagement.

Starting Line: Making Accessibility Happen
If you want to make your exhibit more accessible and inclusive, the digital user experience is one of the easiest and most inexpensive places to start. That is, you don't necessarily need to redo costly graphics or rejigger your footprint to make an impact.

Within your digital experience, then, the aforementioned tactics work together to create a holistically accessible design. However, since you have to start somewhere, Rajala suggests that you tackle navigation first. “If someone can't engage with, maneuver, and understand your content, the experience is over before it starts,” Rajala says.

After addressing navigation, you can systematically work through the rest of the elements presented here. However, Rajala reinforces her previous warning: “Unless you happen to have a disability, you are not your end user. Instead of creating experiences based on assumptions about an 'average' user, take time to test your hypothesis on a broad spectrum of abilities, preferences, and needs.”

While you can hire focus groups to ascertain the effectiveness of your tactics, help is often much closer and cheaper than you think. “Your company's employee base is often a huge source of valuable insight,” Rajala says. “I'm sure there are people within your company who'd be thrilled to help within your accessibility endeavors.” This internal testing approach not only provides valuable feedback but also helps build awareness and support within organizations.

And as a side note, remember that your trade show presence requires the energy and dedication of your entire team — from dynamic presenters and booth staff to attentive hostesses and skilled caterers. Digital accessibility for attendees is crucial, but true inclusivity means creating an environment where everyone who interacts with your booth can thrive.

This means considering the team member who needs extra space to navigate with a mobility device, the presenter who relies on hearing aids, or the staff member who requires specific lighting or break schedules. When you prioritize accessibility for both your workforce and visitors, you're not just checking a box. You're fostering an environment where everyone feels valued and capable of performing at their best. Plus, a diverse team with firsthand experience of various accessibility needs brings invaluable insights to making your booth truly welcoming for all who visit.

As you move toward inclusivity, Rajala offers some sage advice. “Accessibility isn't a checklist — it's a mindset,” she says. “It's about creating experiences that welcome everyone, regardless of their abilities or preferences.” By following these guidelines and continuously seeking feedback, you'll create experiences that not only accommodate all attendees but enhance the experience for everyone who visits your booth.