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I did not like the colour scheme which I found too busy and colourful, which did not allow the booths to stand out. The white scheme from previous years was a better choice.
Funny, I thought they stood out too much since they didn't fit in with the setting. I think the issue lies with the atmosphere. Conventions are mostly all about hype and energy. The vibe for this year was more relaxed and cozy with its strong use of warm colors and decor choices. It felt too much like a lazy afternoon.
Although the UI, attention to detail, and interactivity (e.g. stickers) is probably Mm's best, the scavenger hunt was excellent, and it seems like people were willing to explore more given how people are commenting about the VIP room in the in-game comments section. So I'm probably in the minority when it comes to finding fault with the atmosphere.
The text displays on the booths were often too small to read.
Like many Dreamscom past some booths did not give a clear indication of what and who they were promoting.
Sounds like a user problem. It's up to the booth maker to make their text legible. There's also a first person mode so the booth maker might have intended for that to be used.
Lastly, it's up that person to add something to identify themselves with. I've seen some booths with no text because they're more like scenery/props than actually promoting anything. It'd be pointless and more busywork for Mm to have to handhold the community over every step of the process.