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Your exhibition stand is an extension of, and an advertisement for your brand, so it is important that it reflects your branding and values. You want people to stop as they’re walking past, and realise that they can’t possibly carry on without your product or service. So how can you make sure that they do this?

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The design of your exhibition stand is made up of various different elements that should all come together to create a brilliant marketing tool. And you need to consider these different aspects very carefully before instructing your exhibition stand designer.

1. The exhibition stand itself

This is where you need to consider the practicalities, and think about the event, your location in the exhibition hall and any health and safety considerations.

Do you need to have space for machinery or large items, or audio-visual equipment?  Which way will your stand be facing, and what will the traffic flow be like? Will your stand be open on one, two, three or all sides? If your stand is a full installation, is it wheelchair accessible?

Make sure you’re fully aware of the health and safety regulations of the venue, and pass these on to your designer too.

2. Your objectives

In order for you to get the optimum benefit out of your chosen exhibition stand design, you need to consider your objectives:

  • Are you launching a new product?
  • Are you raising brand awareness?
  • Are you trying to increase sales?
  • Are you re-branding?
  • Do you simply want to meet your existing clients?

Your exhibition stand design should very much depend upon what you want it to do for you, your product and your brand. Think about how you can achieve your aims and use this when briefing your designer.

3. Exhibition stand graphics

Unless it’s your company’s speciality, you should definitely employ a professional designer for this, and many exhibition stand design companies employ in-house designers.

Your exhibition stand’s graphics should be eye-catching, but not too overpowering, and ideally in your company colours for recognisability. Make sure that they are event, and product, or service, appropriate. For a fun, informal event, you don’t want to be too corporate, and vice versa.

4. Lighting design

Lighting is instrumental in setting the mood and the ambience on your exhibition stand. And without illumination, even the best graphics and designs won’t help you stand out. It can also be used to spotlight new products or services, or special offers you might have. But you need to use it wisely. You should consider the ambient lighting in the exhibition hall, and be aware of safety regulations, too.

5. Furniture & displays

Whether or not you have or need furniture will depend on the size of your exhibition stand. For a larger installation, you will obviously have more options available to you. For example, do you need display units for your products, or for company brochures?

Perhaps you want to meet existing clients face to face, or discuss your products or services with people away from the hustle and bustle of the exhibition floor. If this is the case, then you could consider having a meeting area with comfy chairs where you can sit and talk.

All these elements of exhibition stand design work together to create a great marketing tool, and that is what your exhibition stand is, or should be. Particularly if you’re attending an industry event, a large proportion of the attendees will be people and companies who are interested in what you do. So you need to see they go away with a brilliant impression of your brand. By taking into account all the different aspects of your exhibition stand’s design and imagining how you can make them work for you, you can make sure that they do!