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International Trade & Exhibitions: stand design

And there was me thinking a stand is a stand .... how wrong I was! There is quite a bit of science behind it all.

The first question you need to ask yourself is why am I exhibiting and what are my objectives. This may sound a strange question to be asking but it’s your starting point.

Your reasons for exhibiting at an international trade fair maybe:

  • Lead generation
  • Brand or product awareness
  • Demonstrations
  • Networking

The different reasons mean different styles, layouts and designs for the stand.

You may due to budget restrictions have a small area, so building high can help maximise opportunities which would otherwise be limiting (but be aware restrictions will apply on just how high!!!).

There is also a general rule of thumb on how the stand needs to be set out as not to invade private and social space. Try and keep 60% free and open.

Cultural awareness of the country you are exhibiting in should also be considered. For example, are there symbols or colours which may cause offence?

If you are attending several shows and so constructing and de-constructing regularly, make sure the materials you use are durable and reusable.

Lastly, use a stand design company which knows its stuff. It may be worth asking around (friends, clients, suppliers) and get a referral or recommendation rather than just a web search.

Knowing why you are there and what you want to achieve, will heavily influence the design of your stand and maximise your ROI.

Written by Darren Elliott