- Your objective should determine stand design. For example:
- If it is to entertain corporate clients it will have a very different feel/layout to a stand design to generate leads.
- If the objective is generating leads, then the stand needs to filter people through quickly and efficiently. Having seats to relax on will hinder performance.
- Decide what concise message (your proposition) will be particularly relevant and sucessfully attract your primary target audience. Include some of these powerful words in your message.
- Don't forget to include a large company/brand logo so invited clients/prospects can easily find you.
- Consider how you use graphics on your stand so your message is eye-catching at a distance. Ensure the text has a high contrast with the background colour, plus use plenty of white space to make it stand out. Consider how you use positive colours.
- Use simple, large graphics – with all text at eye level, or higher, so that passing visitors don’t obscure the message.
- Be careful when enlarging photographic images. Some get very grainy and will do harm to your brand image if used. Check with your Studio in advance.
- Make the space as welcoming as possible. Keep stands open so visitors can drift on to it without noticing. Plus try to allow access to the stand from as many directions as possible.
- Build high. It will attract visitors, and doesn’t cost extra in terms of floor space charges (but first check the ceiling height and exactly how high you are allowed to build).
- Gimmicks can work very well if done stylishly. So do quality offers and freebies.
- Don’t overdo hospitality. It can prevent you from filtering prospects from time-wasters.
- Use video and interactive elements to bring your product/service to life (there will be noise level limits so check with the exhibition organisers).
- Don’t allow staff to stand around the edge of the stand (with arms folded) – this will put off potential visitors.
Briefing the production of the stand
Some example questions to answer in your brief:
- What is the stand to be used for?
- Will it be used inside and outside?
(If it is to be used outside it will need to be waterproof and anchored)
- How durable does it need to be?
Over what period of time will it be used? And how often?
- How will it be transported?
- What skills are needed to set up the stand?
- Do the venues, where it will be used, have size limitations?
- What are the stand's dimensions (length, depth, height)?
- What is the maximum weight it can be?
- When will the artwork be supplied?
In what form?
How many colours? Any special colours? Can you supply colour references/samples?
- By when must it be produced?