Author Tip: Finding Your Unique Display Aesthetic

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When I was first starting to do book signings, my table setup was incredibly simple.

A stack of books. A handful of business cards and bookmarks. A vinyl banner on the wall.

It was about as basic as it could possibly be.

(Photo from my very first book signing at a local shop in La Porte, IN)

That was six and a half years ago. Since that first book signing, I’ve done more than 170 events ranging from bookstore signings and library meet-and-greets to large festivals, conventions, and markets.

Over time, my setup has evolved into a much more elaborate display now that I’ve added supplemental products tied to my award-winning fantasy series, plus I’ve incorporated my artwork into my business as well. When I have a full 10×10 space, I set up two separate tables — one for the book and related merch, and the other for my art prints on various products.

**My outfit depends on the type of event! For regular festivals and markets, I’m usually dressed in nice street clothes. But for conventions, you’ll find me cosplaying as the protagonist from my series.

Build Your Booth Aesthetic

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That’s quite an upgrade between my first signing and the more recent photos, right?

Trust me, it didn’t happen overnight. It’s been a slow yet steady evolution over the last few years of doing events.

There was a moment early in my author career on that made me realize I was on the right track.

Rewind to 2019 as I was setting up for an author panel at Barnes & Noble in Racine, WI. My display at that time was still minimal, but as I was arranging my books, a fellow author preparing for the panel said, “Oh! I know you! I saw your photos on Instagram. You’re the girl with the black feathers.”

He was referring to the fake black feathers I regularly use for my product shots on social media and my display when setting up for book signings. They’re relevant to my books, which feature crow spies and a man who shape-shifts into a raven.

While I appreciated the overall aesthetic, I hadn’t realized just how much the props had defined my brand until that author said he recognized me because of the feathers. That extra element had left a powerful impression on him.

So, it started with feathers, and I continued to build my personal aesthetic from there. I have a pair of baby book dragons, Clover and Thistle, who guard my tip jar, and they always draw attention (I have to keep an eye on them to make sure nobody walks off with one of them). A pair of crows, Onyx and Shadow, now watch over my booth from a perch I made using a tree branch.

I hang a misty forest tapestry behind my banner to help illustrate the fantasy elements of my books, and I also have a (new!) mini lighted humidifier at the back of the display to add a subtle yet eye-catching flame/smoke effect without compromising safety with an actual fire.

If it’s part of my display and not something I’m selling, then it was carefully chosen with the intention of building my brand’s visual aesthetic and helping me stand apart from the dozens, sometimes hundreds of other vendors competing for patrons’ attention.

Aesthetic Tips & Starting Points

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For authors, artists, and other creative vendors, there are many opportunities to incorporate a unique element into your display to help you stand apart from the other vendors. Some examples I’ve seen (and used myself, depending on the event):

• Using an on-brand tapestry as a backdrop for your booth
• Adding decorative elements such as stones, shells, crystals, driftwood, etc. around the products
• Stacking books in an Instagram-worthy spiraling tower
• Hanging fake leaves/vines/flowers around the tent
• Using a textured tablecloth designed to look like wood (or another object/material)
• Creating an antique look by using lace, velvet, battery-operated candlesticks, quills and inkwells, etc.
• Coordinating all display stands, shelves, boxes, etc. to match (specific wood stain, paint, all metal materials, etc.)
• Playing music that fits the visual aesthetic
• Enhancing the display with lighting, such as using fairy lights to create a soft, inviting glow or spotlights that highlight specific products
• Adding pops of color with flowers (usually fake)
• Dressing up in fantasy cosplay or a period-specific attire

When you’re doing events, it’s easy to be preoccupied with your own setup and sales, but I recommend taking some of your free time to study the booths around you and see what other vendors are doing. Pay close attention to the ways they make their booth stand out. You don’t want to explicitly copy them, of course, but you can find inspiration and think about how to spin a concept to highlight your own brand.

First, you’ll want to identify your desired aesthetic. Do soft, natural textures complement your style? Or is the striking contrast of metal or black paint more suitable? You need to know what kind of mood you want to set before you start adding extra elements into your display.

As a reminder, I didn’t add the black feathers just because I liked them. They were relevant. I have a chapter in my first book called “Black Feathers,” not to mention raven and crow art as part of my display. Now, with Onyx and Shadow, the feathers are actually more of secondary element. (I also can’t always use them at outdoor events if it’s too windy.)

Be mindful about your choices and find props that enhance your products rather than distract from them. After all, you don’t want people to be so focused on your display that they completely bypass your products!

Is there a notable, recurring element you can pull from your books, art, or other products? What kind of story are you trying to tell? When someone sees your booth for the first time, what kind of impression do you want them to get? How can you stand out with a unique, creative display?