In an exhibition hall, hundreds of companies compete for the attention of the same visitors. Walking down the aisle, people glance at each stand for a few seconds and often decide in that moment whether to step in. A well-designed exhibition stand is noticed from a distance, says what you do straight away and makes visitors feel at ease once inside. In this post we look at the steps to follow when planning your stand.
Goal first: what do you expect from the fair?
Before you move on to design, be clear about why you are taking part. Finding new dealers, building export connections, launching a new product or meeting customers face to face all call for different layouts. A pet food manufacturer looking for dealers needs a meeting area to sit down and talk, whereas a manufacturer launching a new machine may need a working demo area more.
Make your goal measurable: write down in advance how many meetings you want to hold, how many contacts you want to collect or which companies you want to meet. When your exhibition stand is designed around this goal, decisions get easier and you can judge success after the fair.
Timing is part of the goal too. Starting early on your exhibition stand means design, approval, production and printing are not rushed; preparation squeezed into the last few weeks often hurts both the budget and the outcome.
Stand location and type
Where your stand sits in the hall and how many of its sides open onto the aisle set the limits of the design. The most common stand types are:
- Inline stand: Only one side is open to the aisle, so the whole message sits on the front.
- Corner stand: Two sides are open, welcoming visitors from two aisles.
- Peninsula stand: Three sides are open, offering more visibility and easier access.
- Island stand: All four sides are open. Seen from every direction, it takes the most design effort.
When choosing a spot, look at hall entrances, main aisles and visitor flow. Read the organiser's technical regulations too: height limits, rigging, electrical connections and build-up and dismantling times vary from fair to fair. Ready-made modular stands save budget and time, while a custom-designed exhibition stand makes your brand stand out far more strongly.
If you attend several fairs a year, consider building your exhibition stand from modular parts. The same walls, display cases and graphics can then be reused in spaces of different sizes, cutting both cost and preparation time.
Visibility and legibility from a distance
Visitors see your exhibition stand from afar first, so your brand name and main message should sit above eye level, where they can be picked out over the crowd.
For a stand that reads well from a distance, these principles work:
- One short main message: say what you do in a few words.
- Large, simple typefaces with strong contrast against the background.
- Bold but balanced use of your brand colours.
- A strong image or the product itself, rather than walls filled with text.
Detailed product information belongs in conversations and in the catalogue, not on the walls. If you are preparing a catalogue for the fair, our catalogue design guide may help.
Visitor flow and product display
Visitor flow
Stepping in should be easy. A table or counter blocking the entrance sends visitors an invisible "keep out" message. Keep the entrance open, place products so visitors can approach them freely and move the meeting area to a quieter corner. Even a small closed storage area for catalogues, samples and personal belongings keeps the stand tidy all day.
A small area on your exhibition stand where visitors can sit and talk over a drink makes conversations longer and more relaxed.
Product display
Rather than showing every product, choose a few you want to highlight. People spend longer with products they can touch, try and see in action. A live demo for a machinery manufacturer, a testing area for a cosmetics brand or samples from a food or pet products company all draw visitors in. Check the fair's own rules on tastings and samples in advance.
Lighting and screens
Lighting
The hall's general lighting rarely makes your products stand out. Spotlights add depth to the products on display, while an illuminated logo or backlit graphics make the stand visible from afar. Make sure the light doesn't dazzle visitors or your team and shows product colours accurately.
Screens
Screens catch the eye, but exhibition halls are noisy and nobody stops to watch a long video. Use a short, subtitled video on a loop that still makes sense with the sound off. We explain how to prepare one in our corporate video guide.
Your team and pre-show promotion
Even the best-designed exhibition stand is only as good as the team welcoming visitors. Staff it with people who know the product well, are friendly and take the first step towards visitors. A team buried in their phones, chatting among themselves or sitting down drives visitors away without realising it. Agree in advance who will be on the stand and when, how to open a conversation and how contact details will be collected. A team dressed alike, in line with your brand colours, shows visitors at a glance whom to ask.
Many visitors arrive having planned whom they will see. Before the fair, let customers and potential business partners know where to find you:
- Add your hall and stand number to your email signatures and your website.
- Share your preparations and the products you will show on social media.
- Book meetings with key customers for the fair days in advance.
- Get your catalogues, business cards and samples ready in good time.
After the fair: footage and follow-up
A fair lasts a few days, but if it is planned well, its impact lasts all year. Professional footage of your stand, your product demos and the buzz of visitors gives you material for social media, your website and presentations for months to come. See our trade show filming page for this.
Follow-up is often the most neglected step. Sort your contacts as soon as the fair ends, add your meeting notes and send thank-you and follow-up messages while the conversation is still warm. Before sending commercial emails or messages, make sure you have any consent required under the marketing and data protection rules that apply to you (such as GDPR in the EU).
An exhibition stand that is noticed from afar, invites visitors in and keeps working after the fair comes from a clear goal, a good layout and a well-prepared team. You can explore our exhibition stand design work, from design through to print and build, and get in touch with us about the fair you plan to attend.