How to Design an Exhibition Stand to Promote Your Business

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Displaying your brand at industry events can be a brilliant way to get your name out there. An exhibition stand enables you to showcase your products and services, boost your brand awareness and provide a touchpoint to meet and capture details of potential clients.

But at a busy exhibition, there may be dozens or even hundreds of stands competing for attention. If yours isn’t distinctive enough, you will struggle to attract much traffic. To get the best results from industry events, you need a stand that makes an impact. 

Here are seven tips for designing a truly distinctive exhibition stand to promote your business.

1. Goals
Before you start designing your exhibition stand, it is essential you are clear on your goals. Ask yourself what results you would like to see from this event, precisely who you are targeting, and the message you want to get across with your display. Use the answers to these questions to inform your stand design.

2. Space
When displaying at an exhibition, you often get minimal space to work with. For this reason, it’s essential that you make the optimum use of every square foot. Ensure there are no physical obstructions to entry or your footfall will suffer. Confirm the dimensions with event organisers in advance to avoid unpleasant surprises. Check if there is a maximum stand height. If not, the sky’s the limit. Building a high stand will make you literally tower over your competitors.

3. Visuals
With so many different stands for them to visit, you need to grab people’s attention straight away. Don’t make your display too text-heavy. Use captivating imagery and colour schemes to draw people in. You can explain what you’re all about after they come to you.

4. Lighting
A strategically-lit stand can enhance your aesthetic appeal while allowing you to bestow whatever ambience and mood upon your stand that you wish. For example, if you’re a technology company, you may find recessed lighting makes your display look suitably modern and contemporary. Use spotlighting to showcase a particular product or service, while coloured lighting can give your stand a unique appeal.

5. Materials
There are so many options for materials when it comes to building your stand, and this is an area where you can really shine. For technology firms, a more metallic design will create a contemporary atmosphere, whereas companies in the medical or pharmaceutical industry may favour a more smooth, clean plastic look. Decide what is right for your industry and target market.

6. Technology
​Interactive technology can be a huge draw when attracting attendees to your stand, as well as making it easier for you to capture contact details. Many stands display tablets where visitors can easily input their details to enter a competition or subscribe to product updates.

7. Audience
Every step of the stand design process should be carried out with your target audience in mind. Although your stand should look compelling, the most important thing is that it both attracts the people you want to attract, and sends the right message across at all times. 

If you are unsure where to begin, you may wish to consider getting in touch with a design agency that specialises in creating bespoke exhibition stands.