Designing the Perfect Exhibition Stand
Creating a lasting impression on people through your exhibition stand is becoming increasingly vital in the ever competitive world of trade shows and exhibitions. First impressions do count massively when attracting people towards your stand, even if your company has superior products/services. Initial negative impressions from a poor exhibition stand might detract potential customers – but not to worry! These key ingredients can help you design an eye catching stand that will inundate you with visitors:
Marketing aims and/or exhibition goals
First of all, it is worth considering what kind of message you wish to communicate through your stand, as well as your reasons for exhibiting at the show. Make sure you hang on to these reasons throughout the whole process! Even the most perfect stand might fall at the last hurdle if it doesn’t efficiently convey your aims, image or brand values. Consider what kind of image you want your design to convey – is your company cutting-edge, functional, silly?
Target audience
Make sure to keep your target audience in mind when designing your exhibition stand. You need to steer your concept towards what your customer base wants – there’s no use creating a stand that attracts the wrong prospects.
Maximising space
Display stands ought to take full advantage of your allocated space, so ensure that you find out the dimensions from the organisers before entering the design process. Show shows will allow you to build stands up to six metres in height, so make sure to capitalise on such allocations so as to outdo your competitors. Flaunt your logo across the hall by creating signage with a high arch, or by having your brand featured on a central tower or on a top truss. To assist with the flow of your stand, make sure there are no obstructions blocking your visitors from seeing your brand, and try to keep meeting areas to the back.
Text
When it comes to text on an exhibition stand, less is most certainly more. Stay as brief and succinct as possible, remembering that you don’t need to use full paragraphs or sentences when a few words will do. Use fonts large and legible enough to be seen from a distance, making sure that they are in line with your brand image. Place any text high up so as to avoid it being blocked by people visiting your stand.
Graphics
The phrase ‘a picture is worth a thousand words’ couldn’t be more appropriate when it comes to exhibition stands. The correct use of images can help to convey complex ideas quickly and effectively without the need for text. Large scale images can be particularly successful – bear in mind that your target audience will use your company logo and images to confirm your business’ identity. As with text, remember to consider image placement in order to ensure that they can be seen from a distance without being obscured.
Lighting
Adding lighting to your stand is a key requirement for increasing traffic and ensuring that your message is clear. On a standard level, lighting allows potential customers to clearly read your stand and its message. On a deeper level, however, it can convey a mood or atmosphere, and even highlight a particular area of a stand, such as a new service or product.
You could for example use angled lightboxes at the entrance to your stand, or even adapt coloured lighting to create a particular mood you’re after.
Materials
Using the right material will help reinforce your brand, creating a dazzling design that can attract your target audience to your display stand. For innovative and forward thinking companies, try using brushed aluminium panels or silver and chrome details to create a contemporary look. For more traditional and corporate businesses, you should opt for richer wood tones. It’s also worth considering the use of fabric, i.e. fabric dividers which are perfect for separating specific areas apart.
Incorporate these tips into your design and you should be set to create an effective and attractive exhibition stand!
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