Exhibition Stand Design Tips

How to make your space clear, welcoming and easy to use

An effective exhibition stand doesn’t always mean the biggest, or the showiest. Even the smallest exhibition stand can have a great impact if it’s well-planned and welcoming - a successful stand is one that helps visitors to understand and engage with minimal effort.

A good stand will have clear branding, simple messaging, space for conversation, a practical layout and a clear visitor journey. It should be able to communicate who you are and what its purpose is in a matter of seconds, so that visitors can decide if they want to learn more about you.

GES has gathered our top tips on how to design an exhibition stand that visitors will want to stop by.

Start with the job of the stand

Before anything else, you need to know what you’re hoping to achieve by exhibiting. This is because the design of your stand will be directly influenced by what your objectives are.

For example, if your goal is lead generation, the main purpose of the stand will be to spark conversation. This might mean opting for a stand with open access from the aisle, with separate areas for one-on-one conversations, and data capture points to get those all-important details.

If product demonstrations are your primary focus, your stand will need a dedicated demo space with plenty of room for crowds to gather without blocking access, as well as product display areas and clear viewing angles.

Hoping to get your brand out there? Big, bold graphics that you can see from a distance, and strong brand messaging can help to raise awareness and let everyone know who you are. Tables and seating areas can be incorporated into your stand if you’re planning on hosting meetings or sales conversations, as well as storage for brochures and other sales literature.

Agreeing on the objective of your stand will guide every other design decision.

Keep your message simple

As anyone who has been to an exhibition before knows, visitors are bombarded with hundreds of messages at every show. At a certain point, it can be difficult to filter out what’s important and what’s not, which is why keeping it simple is key.

The core messaging of your stand should be immediately visible and easy to understand - stick to one main headline that encapsulates your brand and what you do, with a short supporting statement that gives a little more context.

We would also recommend including some proof points to add credibility, like number of customers, industry awards, and certifications.

Add a call to action - such as book a demo, or speak to our team - and you have strong stand messaging.

Use your graphics properly

Graphics can have a totally transformative effect on a space, and how visitors engage with it. Visibility is key, so the most important information should be easy for attendees to see from some distance away. The logo, headline and proposition should be kept towards the top of a stand, so it’s still clear even when the stand is busy.

If you’re opting for imagery, choose wisely. Product photography and before-and-after examples can be helpful for visitors to understand your services, but too many pictures or images with an unclear purpose can be a bit distracting.

Remember that now probably isn’t the time to do something experimental - stick to what you’re known for. Keep to your brand colours, fonts and style to make sure your stand is consistent and recognisable.

Leave space for people

As tempting as it can be to fill every square inch of an exhibition stand, visitors tend to prefer a stand that feels more open. This is particularly important for accessibility, as there should be plenty of room for wheelchair users to safely navigate a space. There should be room around the perimeter of the stand, as well as space between furniture to allow for the flow of traffic.

If you are holding product demonstrations, allow for enough space for small crowds to gather comfortably. There should also be plenty of space for staff to engage with visitors without blocking entrances or circulation routes.

Think about the aisle view

For most exhibition stands, the aisle-facing view is the most important perspective. This is the point that visitors will need to quickly understand who you are, what you do, if the stand is relevant to them, and how they can engage with it.

Imagine you’re walking past the stand at a normal pace. Ask yourself the following questions to decide if your stand makes an impact from the aisle…

• Is the logo immediately recognisable?

• Is the headline easy to read?

• Is the main benefit clear?

• Does the stand look inviting?

• Can visitors see the staff?

• Is there a clear way of getting into the stand?

Plan staff positions and storage

Of course, as well as functioning well for visitors, it also must perform for the staff who are working on it. Think about where your staff will be positioned, both during quieter times and at its peak - is there room for them to stand without blocking entrances or graphics? Will it be hard for them to engage with visitors? Strategic staff positioning has an impact on engagement, so think about how they can be used optimally.

Storage is an often-overlooked part of an exhibition stand, but you’ll need somewhere to keep items like literature, promotional materials, product samples and your staff’s belongings. Keeping everything in sight can make the stand look cluttered, whereas a tidy stand feels professional and welcoming - storage can make a huge difference.

Make interaction easy

Visitors can sometimes feel awkward approaching an exhibition stand, so stands should offer opportunities for engagement that feel natural. Product samples are always popular, as are live demonstrations and digital displays that add an element of interactivity.

Without these opportunities, attendees might feel that too much pressure is on them to start conversations, so there should be plenty of ways for them to interact with the stand. QR codes are popular, as they can be printed onto event graphics and offer a low-stakes way for visitors to get more information about the company before they proceed.

Avoid common mistakes

Mistakes happen, especially if you’re a first-time exhibitor. Some of the most common mistakes that we see include:

• Too much information - Overloading your graphics with copy makes them harder for visitors to take in, so keep it simple.

• Poorly placed graphics - Vital information can get lost if you haven’t accounted for furniture or attendees, so bear that in mind during the design process.

• Dim lighting - Even the strongest of graphics are fighting a losing battle if the stand isn’t lit well enough.

• Overcrowding - A stand that seems spacious when empty can actually be deceptively small once people are visiting - planning the space properly is crucial.

• No obvious next step - Visitors shouldn’t come to your stand and think ‘now what?’ - there should be a clear next step for them to take.

Remember that a successful exhibition stand isn’t anything to do with how big it is - the stands that perform the best are the ones that visitors find easiest to understand and engage with.

How GES can help

Our team has all of the practical advice you’ll need, from picking the right stand format and getting your artwork print-ready, to choosing the best furniture and supporting practical event requirements. Read our FAQs for more insight.

We know the event world inside out, so we can provide guidance based on our extensive experience of how stands function during live events - if you want to find out how we can make a splash at your next event, get in touch.