Every so often I happen to come across an exhibition stand where I wonder, who designed this, what were they thinking? Or were they thinking? In my experience this could have resulted from a vague brief to the designer or the client had way too much influence on the design. Yes, the client obviously can have influence on their design, but practical & realistic it must be. An example of this, I had a client who was exhibiting on a 6x3m stand. 7 Divisions in their company wanted to be represented on this stand – each division insisted on a video screen, their own counter and seating area. We couldn’t do this as they would have been falling over each other, never mind the visitors! We did some serious compromising, the stand was beautiful but for me still too busy.
Your stand design should meet your goals.
- Check with the organisers for your best stand locality – where are the entrances & exits, where is the most traffic?
- Engage with a reputable stand designer with a full brief of what you want to achieve on the stand.
- Identify the budget you have allocated to the stand.
- Know what products and how many you want to display – footprint of the products is important for design.
- Make full use of allowed stand height.
- Ensure that your product/service graphics are of excellent quality.
- Company branding is all important – make sure that your branding is located in key areas on the stand for all to see – once again utilise the height of the stand.
- Lighting – an essential aspect to any stand. Good lighting on products, graphics and logos will enhance the stand.
- Storage. If you don’t have space for a storage room, ensure that the designer includes the storage into your reception counters and information podiums.
- Make sure the furniture you choose for the stand is within keeping of the stand design and image you want to portray.
- Stand accessibility – always make sure that the entrance to the stand is open and welcoming.
- Your stand needs to make an impression, a lasting one if possible, as you only have seconds to connect with prospective clients.
Watch out for my next blog on “Briefing the Designer”.
If you’ve had any recent experiences on good or bad stand layouts, let us know.