Give It Space
Exhibition events are busy; everywhere you turn, there are people, poles and posters. With this in mind, one of the easiest ways to pull people into your stand is through creating space.
Don’t cram your stand space with lots of information boards, TVs or products. Don’t even cram it full of chairs and tables. While people might be looking for somewhere to have a break, they won’t want to sit in a space just as cramped as the walkways throughout the exhibition.
To achieve this, planning and design are incredibly important because they allow you to think through the information you want to share and the layout of your stand.
You want your stand to tell your story, show your personality and demonstrate your values. This is a lot of information for a small space, so be selective in the wording. Where relevant, use visual communications such as timelines, infographics and images; as the saying goes, a picture is worth a thousand words.
With the information selected, start thinking about the layout of your stand, making sure it all flows and is easy to follow.
Throughout the whole of this process, never forget about space. Space is going to be your best friend at the event, so don’t be afraid to leave the gaps.
Carefully Select Colours
Colours are a powerful tool. They influence consumers subtly, so be considerate with the colours you use.
Of course, the predominant colours you will use are likely to be those within your branding – after all, you want to create an environment that is recognisable and memorable. However, this doesn’t mean you can’t be clever with colour psychology.
Colours evoke emotions, which is why they are so powerful, so while keeping in line with your branding, think about the emotions you want your audience to feel when they are at your stand and the messages you want to portray.
Blue often creates a feeling of trust and calmness, red signals passion and energy, and green denotes earth and environmentalism. Don’t just think about your branding when adding colour to your display, also think about how the colours make you feel.
Use Your Logo
This might seem obvious, but you should put some thought into the use of your logo, as this can make a difference to your stand.
Over use of your logo will be boring and could be taking up valuable space. However, you need it at key points to raise awareness.
Make sure people can see it as they approach your stand so that they know what they are walking into.
Within the stand, it is a good idea to put it in a few prime places, but you don’t need to put it on every board or after every piece of text.
If you have videos playing on the screen, maybe add a logo to the end of the video or have branded tables if you are providing somewhere to sit.
Of course, add it to any takeaway assets that you are providing, such as brochures, business cards, pens, coasters etc.
Finally, place it at the end of the exhibit to reinforce your brand to your audience as they leave.
Consider The Lighting
Our final tip for you is to consider the lighting of your stand. Similar to colours, this will have quite a big impact on the look and feel of the space.
You can strategically place spotlights throughout your stand to highlight important information, products or interesting images.
You could use backlighting on your logo to make sure that it grabs attention and can be seen.
You don’t want to make your audience feel like they are in an interrogation room, but you also need to provide enough lighting so that they can read the information on display. This is a fine line to tread, but when done correctly, it will create the perfect atmosphere for your brand.
