The Power of Professional Exhibit Photography
A well-designed booth captivates audiences through multiple touchpoints. When you see an exhibit, you witness a delicate curation of brand storytelling, precision design, thoughtful engagement, and strategic marketing. Every inch is intentional and crafted to evoke an emotion. Each square foot is commoditized, as the show can represent a sizable chunk of an annual marketing budget. These towering, emotive structures last only a few days before the crowds fade and the moment passes.
So, how does a brand immortalize the impact and nuance of its story while squeezing every last drop out of the marketing power of its investment? Unless a company has hired an exhibit-savvy photographer to capture lightning in a bottle, the booth’s shelf life is only as long as the show. The art form demands a professional with an eye for detail, a big-picture understanding, and a shutter finger dancing on the pulse of a brand’s message.
Following Your Eye: Architectural Art
Exhibit booth photography is its own beast, distinct from landscapes, portraits, or event candids. It requires an artist who speaks the poetry of angles, the language of lines, and who understands the postscript of post-production. The approach is more like an affair with architectural photography than one might expect.
David Marquardt, photographer and owner of David Marquardt Architectural Photography, has captured architecture and exhibits for over two decades. Marquardt reflects. “Exhibit photography is architectural photography. It’s the same kind of attention to shape, lines, and balanced lighting.”
Every booth is a structural marvel, so an architectural eye for composition is key. Each sightline, focal point, and design choice works together to command attention from the show floor. The space’s functionality may not always align with still shots. Without a photographer who understands how to communicate this type of storytelling, images of the booth can result in unremarkable photographs.
Understanding how angles, lines, and perspectives guide the viewer’s eye parallels how a designer crafts the booth. An improperly framed shot can unravel a designer’s careful attention to symmetry and balance. The wrong angle will make an expansive booth appear cramped, while the proper perspective can emphasize its depth and grandeur. When done correctly, a well-composed image will guide a viewer’s eye on a journey. An artistic shot will communicate the company’s intended emotion behind the design choices.
Gary Prochorchik, a professional photographer of over 40 years and president and chief imaging officer of Exposures Ltd., recognizes the need for more than a tripod and shutter clicks. “We don’t simply walk up to an exhibit and start shooting. We have to find the right angles. We have to stylize the exhibit based on what a client is trying to capture.”
Marquardt summarizes: “Any given composition tells a story.”
The Big Picture: A Full Story Captured in Minutes
That story extends beyond composition and framework. A talented exhibit photographer is a storyteller whose images capture a brand’s message or desired emotion. Each dollar spent on a booth supports a company objective: a product launch, a marketing campaign, or a rebrand. Every display brings an objective to life. An exhibit photographer crystalizes a company message and the booth designer’s interpretation. “In any given event, there is a message the company is trying to promote,” observes Marquardt. “You’re thinking about what the exhibitor wants to come away with. That becomes your story.”
Prochorchik agrees, “This isn’t just four walls and fancy installations. I’ve got a story to tell. If the photos show the booth in all its glory, then our clients have something that cements its success.”
“The best shots can walk you through the space,” Marquardt adds. “You’re telling somebody what it’s like to be there. You’re telling them what to be amazed by. You’re creating this vicarious experience through this shot.”
After his decades in the business, Prochorchik understands and simplifies the assignment: “You have to showcase the brand as dramatically as possible, and you don’t have a lot of time to do it.”
Unlike architectural photography, exhibit photographers do not have time on their side. In most cases, the photographer sees the booth for the first time on the morning of the shoot, only hours before the convention floor opens. There is no “getting to know the space.” There is no luxury of time to light and drape the exhibit leisurely.
“You have to see what the exhibit gives you as soon as you walk up to it,” Marquardt shares. “You won’t know until you see it for the first time.”
And even then, the photographer is competing with the pre-show traffic. They are racing the clock to capture the majesty of an empty booth before a flood of staff and attendees pour through it.
“Sometimes, I have to work around a dozen contractors to get the shot,” explains Prochorchik.
Exhibit photographers must make split-second decisions on the best way to shoot the booth. The talented ones understand how to capture every emotional takeaway the brand wants the audience to feel. Walking the knife’s edge between artistry and objectives, exhibit booth photographers create masterpieces in minutes.
The Magic of Post-Processing: Where Good Photos Become Great
Even masterpieces require a final edit. Raw images straight from the camera rarely tell the whole story. Post-production is where the final phase of booth photography magic happens, where images are refined to match the experience of standing inside the exhibit. “The image comes to life in post,” explains Prochorchik.
Digital editing corrects the inevitable challenges that plague booth photographers. Inconsistent lighting, distracting backgrounds, and reflections are corrected in post. Skilled editors adjust exposure, color balance, and contrast to ensure branding elements pop with vibrancy. They can remove unwanted visual clutter. High-end retouching allows for minor (and major) adjustments that perfect the composition. The crème de la crème of images can even blur or darken the surrounding booths, allowing the focus to rest entirely on the brand. This level of refinement ensures that the final images reflect the design’s intent with bullseye accuracy and impact.
But even the most skilled post-production tweaks require a foundation of artistry. “There’s still a nuance to getting the initial image,” Prochorchik states. “The image comes to life in post, but a professional booth photographer knows how to get that shot correct from the start.”
Legacy Through the Lens: Marketing, Awards, and Brand Attraction
Understanding and appreciating the sophisticated art of exhibit photography is one thing. But what does it mean? To what end does it matter?
The answer is simple. Professional images of a brand are one of its most powerful marketing assets. The photos captured fuel social media, websites, and internal engagement. They are visual support for client pitches. They entice future customers and power marketing campaigns for years. Moreover, the imagery can power industry accolades and awards. In the high-profile world of exhibit design, award programs also play a crucial role in recognizing excellence. From industry honors like show and magazine award programs to corporate design competitions, compelling booth imagery can make or break a submission. Judges may never see the exhibit in person, making the well-shot images the most influential tool in the arsenal.
Professional booth photography allows a brand to maximize every cent of its marketing investment; it ensures its legacy through its lens. Because when the lights dim and the crowds disperse, only one thing remains: the image. And in today’s competitive event landscape, that image keeps the brand’s conversation going long after the show closes.
This story originally appeared in the Q2 2025 issue of Exhibit City News, p. ??. For original layout, visit https://issuu.com/exhibitcitynews/docs/ecn_q4_2024/36.
