It takes just three seconds for our brains to decide whether your exhibition stand will attract attention — our brains are lightning fast when it comes to processing impressions. In a world full of visual stimuli, it is essential to set yourself apart with your exhibition stand design. The challenge is to be noticed amidst all the visual noise, which ultimately determines whether visitors approach your stand or not. This depends on personal preferences and cultural influences. A striking design is crucial for a lasting impression. To help you out, we have put together 12 valuable tips to optimize your exhibition stand design and ensure that you stand out in a positive way.
Regardless of size — be it a small 10-square-meter stand or a 100-square-meter exhibition space, an eye-catching corner stand or a modest row stand — a well-thought-out concept is crucial for the success of an exhibition stand. This concept should reflect your goals for the fair. Therefore, it is important to clearly define your objectives before you start planning your exhibition stand design. These objectives should then form the basis for the design and construction of your exhibition stand.
1. Align your exhibition stand with your pre-defined objectives
Your stand design should be primarily guided by the objectives you have set for the trade fair. The objectives for trade fair appearances can vary greatly, depending on the specific requirements of the exhibiting companies.
Do you want to increase awareness of your products? Then make the presentation of your products the center of attention. Are you striving to raise your brand visibility and acquire new customers? In this case, you should design your exhibition stand in such a way that it stands out from a distance, for example, by using large-format hanging elements and eye-catching displays.
2. Follow the maxim of “form follows function”
What dimensions should my exhibition stand have? Is a simple row stand sufficient, or is it better to plan an island stand? Before you decide on the size, position and design of your exhibition stand, you should be clear about its main function. The needs and requirements for the exhibition appearance vary from exhibitor to exhibitor, which in turn affects the preferences regarding the exhibition stand.
Are you opting for a flexible, mobile exhibition stand? Then numerous aspects play a role in selecting the perfect exhibition stand design and the appropriate system:
- Are you planning to hold a large number of short meetings or do you need screened-off zones for more in-depth consultations?
- Do you need to set aside areas for demonstrating your products?
- Will your exhibition stand be set up in different configurations?
- Would you like to add backlighting to your stand to make it pop?
- Will multimedia equipment be used?
- How large is your stand team?
- Does the stand have to fit into a car, or do you have a van available?
- Should the exhibition stand system be flexibly expandable to grow with your company?
By considering these and other important questions when selecting and designing your exhibition stand, you are covering all the bases.
3. Consider your target group when designing your exhibition stand
Above all, the design of your exhibition stand should be tailored to customer needs. In-depth knowledge of your target group is crucial for the design of your exhibition stand and should always be at the forefront. Design your stand in a way that appeals specifically to your target group.
The display of your products — whether physical goods or visual presentations of your services — must establish a direct connection with your potential customers. They should be able to immediately recognize the advantages and benefits of your offers.
Here are three characteristics of a successful approach to your target group at the exhibition stand:
- Visual appeal: Make sure that your exhibition stand and the exhibits are visually appealing. Professional stand design, high-quality graphics, and optimal lighting are essential. Highlight the key points of your offer to attract the attention of your target customers.
- Get your message across clearly and in a customer-centered way. The unambiguity of your communication makes it easier for visitors to absorb the information quickly.
- Enable interaction: For complex products and services, an interactive design of your exhibition stand can be very advantageous. Make your products tangible — through live demonstrations, interactive displays or VR experiences.
4. Highlight your brand recognition
Think of your exhibition stand as your business card. It is essential to incorporate elements of your corporate design, such as company colors or fonts, into the design of your exhibition stand. Ideally, the company logo should be positioned at the top center so that it can quickly be seen by customers looking for you. Using elements such as tall light columns or hanging objects can increase visibility from a distance.
In addition to the logo, other core messages of your brand can also be incorporated into the stand design. It is important for your brand to be presented consistently and coherently throughout. For a large number of product groups, a structured presentation at the stand is crucial. Take into account aspects such as the popularity and significance of the products. Use your main products as eye-catchers to attract customers and skillfully direct their interest to other areas of your range.
5. Use open stand space
An open stand space allows visitors to enter your stand easily and move around freely. It also provides a better view of the walls of the exhibition stand and the information or images presented on them. An open stand can also be better equipped with trade fair equipment such as tables, roll-ups, or chairs.
6. Create storage space
Make sure you have adequate storage space and shelving in cubicles for items such as information material, promotional gifts, drinks, and snacks. Clutter can be off-putting to guests. Storage space is often at a premium at an exhibition stand, but some counter systems offer the option of using the interior as additional storage space. Additional storage space can also be created behind the exhibition wall using curtains or doors.
7. Design your stand
Consider proven methods when visually and graphically designing your exhibition stand. Research has shown that exhibition visitors mainly pay attention to the products on display, followed by graphics and images, while texts and advertising slogans are only noticed last.
The overall perception of your exhibition stand is shaped by the successful combination of brand, product, color, graphics, and text. Here are some important aspects of these elements:
- Products should be presented skillfully and conspicuously, as trade fair visitors come primarily learn about them. A successful product presentation can make your stand a central attraction.
- Graphics are essential for visually conveying product information and attracting attention. They should be clear and appealing and fit with the overall message of the stand.
- Colors have a strong emotional impact and can influence mood. The color scheme of the exhibition stand should therefore be carefully considered and match the desired atmosphere.
Texts should be short, concise, and easy to grasp in order to be quickly understood. The use of keywords and clear structures can help.
- A well-designed exhibition stand automatically attracts visitors’ attention and piques their interest in your offers. Let us advise you on how to design the perfect exhibition stand.
8. Exhibition stand design: less is more
Sometimes less is more, and this also applies to your exhibition stand. Many companies tend to display everything they have to offer and write long texts on the walls. However, a rule of thumb is to avoid anything that is not easily legible or recognizable from a distance of 3 to 5 meters.
The legibility of text on an exhibition wall depends on various factors, such as the font size, font type, and contrast between the text and background. High contrast, such as dark text on a light background or vice versa, makes it easier to read, even from a distance.
Lighting also plays an important role. Make sure that the most important exhibits, graphics, and texts are sufficiently illuminated to ensure clear visibility.
Visitors are primarily interested in product and service information, especially innovative solutions. Therefore, limit yourself to a small selection of exhibits that represent your product portfolio.
9. Use lighting effectively
Use lighting to set targeted accents and draw your visitors’ attention to various elements such as your exhibits or graphics. Make sure that your exhibition stand is professionally lit — neither too dark nor too bright to avoid glare.
We would be happy to advise you on our various LED systems for maximum radiance at every event. From invitingly radiant counters to LED exhibition walls backlit on one or both sides, to the light art of an entire exhibition stand, Clip offers a wide range of solutions.
10. Maximize attention with your exhibition stand design
It is challenging to attract the desired attention at a trade show, as many other exhibitors are competing with your company for the attention of visitors.
In addition to an eye-catching stand design, you can use creative brochures and promotional gifts, for example, to attract the attention of visitors. However, it is important to consider whether all visitors are potential target groups or whether the giveaways might only attract convention collectors.
It is better to have interesting activities taking place at your exhibition stand. By addressing relevant topics, you can encourage your target group to visit your stand and engage with your company.
The use of screens or LED screens with videos and product films is a good way to provide visitors with brief information. Other ways to attract more attention include:
- Live demonstrations and lectures
- Interactive product demonstrations (live or on touchscreens)
- Video, holograms, interactive screens
- Use of virtual reality
- Raffles, wheel of fortune, or a magician
Our tip: Start planning your trade fair appearance early. Consider what best suits your company and your products, and present yourself creatively and innovatively at your trade fair stand.
11. Create a hospitable atmosphere
The stand personnel should always be competent, friendly, and knowledgeable. Thorough preparation of the trade fair personnel is essential and contributes significantly to the success of the trade fair appearance. Individually tailored training courses, which are tailored to the respective trade fair, have a positive effect on the outcome of the event.
Make every effort to make the stay as pleasant as possible for visitors and potential customers. Offer comfortable seating and refreshing drinks — especially on warm summer days. Visitors also have exhausting days at the trade fair under their belts. By offering them a little refreshment and the opportunity to rest, you create a pleasant atmosphere that invites good conversations and is remembered even after the trade fair.
12. Keep it simple and be creative
A clean and simple design without clutter can be more effective than a crowded booth. Focus on the most important elements and let your creativity run free. A unique design will make your stand pop and leave a lasting impression. With these tips, you can create an exhibition stand that attracts attention and presents your brand in the best possible light. After all, a well-designed stand is crucial for a successful trade fair appearance.
Conclusion
A well-thought-out exhibition stand design can make a big difference when it comes to attracting attention at a trade fair and presenting your brand. With the right exhibition stand ideas and careful planning, you can create an exhibition stand that is both functional and aesthetically pleasing, helping to present your company in the best possible light. Designing a good exhibition stand design takes time, effort and a good deal of creativity, but the effort is definitely worth it.
For more information and assistance in designing your exhibition stand, we at EMS Messe-Service are happy to help. With our many years of experience in exhibition stand construction and our creativity, we will help you create an exhibition stand that will make a lasting impression. Contact us and let us plan your next trade fair appearance together.
