One of the more crucial aspects of any successful exhibition stand is the overall design elements. Whilst other things might be a factor, the shape, layout and overall aesthetic are arguably the most important. This is especially true at events where the competition is also present. The goal of designing your exhibition stand in this environment is to make it as noticeable to passers-by as possible.
To creative effective and impressive stands, certain things need to be considered. Focus the design around the product that needs to be promoted. For instance, a stand that displays toys or games for kids will be significantly different to a stand that serves to advertise automobile parts or make up products. Make sure to include the logo of the product and/or that of your company.
Logo placement is undoubtedly one of the more important elements in regards to attracting passers-by. A good, readable logo can be displayed in many ways that can then instantly capture the attention of prospective customers. Make sure to include at least one logo in the centre rear of the banner stand, elevated above eye-level. This means that your audience can see the logo from afar, attracting the eye all the way to the stand itself. This is equally important for outdoor banners, that may be further away from the crowd. More localised logos can be placed on the lower half of the stand, should there be some type of barrier i.e. a countertop. Logos are equally effective when placed on either side of the stand so that passers-by can see it from all directions.
Visual aspects of exhibition stands are also worth considering. Things like product prototypes, pictures, diagrams and interesting colour schemes can convey the message of the company irrespective of the number of people surrounding the stand, or the amount of noise that can often be heard at events such as these. A correct colour scheme cannot be emphasised enough – the various combinations of colour run between dark and light, and fair and subtle. It can often be difficult to understand which is best, but make sure to experiment until you land on the appropriate scheme for your product/service. There is a fine line between garish and bright and rich and appealing, but stick to the ‘complimentary colours’ formula (i.e. colours opposite one another on the colour wheel) and you will be able to attract a lot of attention.
An increasingly popular aspect of exhibition stands is video. A laptop slide show or a looping message/logo on a TV screen can garner a lot of attention in a fresh and innovative way. Otherwise, make sure to include contact information fairly close to your company’s logo, as well as printed on business cards and brochures.
Finally, be sure to factor in lighting – namely, finding the right balance. Lighting should be neither too dim nor too bright. Spotlights can often come in handy to highlight certain products and to draw attention to your stand.