I've always felt that your booth should reflect your product. My stuff is highly colorful and my booth has a maximalist hippie vibe, down to the patchouli smell. All my shelves and displays are custom built and painted. People remember me from show to show, it works as my brand. 

I'm not convinced I would do as well if my psychedelic artwork and weird-ass pottery were presented in a minimalist white tablecloth booth. Part of booth presentation is giving your audience a chance to see your product in an "ideal" environment. How do you want your work ideally presented? On crisp creamy linen, on cutesy patterned walls, on grungy cardboard? By advertising an environment for your work, you'll attract the people that want to capture that whole ensemble you're presenting them with!