You’ve booked your space. You’ve primed your team. You’ve got your flyers, your business cards and, of course, your free pens.
Now, it’s time to make your mark with that exhibition display you spent months creating.
But when the event’s doors opened, everyone rushed past, and all that preparation and expenditure was worthless. Why?
And, on the flip side, what makes people’s exhibitions stand out?
Creating an exhibition display that stands out among the crowd is no small feat. However, with the right planning and design strategy, you’ll make yours the focal point of the entire event. This blog explains how.
Plan your exhibition display before you build it
Exhibition displays weren’t built in a day, as ancient proverb doesn’t quite go.
Building one starts long before you put pen to paper or mouse to screen. It needs careful planning from the moment you decide to start going to exhibitions.
The first step in the design process is to map out your visitor’s journey through your exhibition space. Consider how your potential customers will approach your display, where they’ll look and how they’ll navigate through it. How can you use this information to make your display more friendly and open?
Don’t overlook the exit point. It’s a prime spot for conversions.
Next, look at the competition (for example, at a previous exhibition or by examining their social channels).
What are they doing? Is it working? How can you improve it?
In particular, note what you like about their design choices and what you could do better. In short, note the trends, but don’t be afraid to buck them. The more distinct your display, the more likely you are to make a stir and capture visitors’ attention.
If possible, assess the flow of traffic at specific events you plan to attend.
Is there one primary entrance to the exhibition floor?
Will most visitors be walking in a particular direction?
How many people do the organisers expect to attend?
Sometimes, you might not know your stand’s position until later, so don’t worry if that’s the case. However, compile everything you know to ensure your display remains clear and easy to see.
Now that you have your basic plan, it’s time to focus on the key design elements that will bring your display to life.
Master the fundamentals of exhibition display design
Successful exhibition displays are built on a few key principles: focal points, sightlines and visitor flow. You and your design team should consider all of these. Implemented correctly, you’ll be able to create a visually appealing and functional display layout:
Focal point
Start by establishing a focal point. What’s the most critical part of your display? It could be a product, a service, a brand message, a giveaway or activity – anything. This is what you want your visitors to notice first. Guide potential clients to other elements of your display from here.
Sightlines
Viewers should be able to easily view the products or information you’re showcasing. Think about how they’ll move past your display and what they’ll see first. Do your best to ensure your focal point is visible from multiple angles. For example, place it high up or illuminate it with lights.
Visitor flow
Your display’s design should facilitate smooth crowd movement and avoid creating bottlenecks.
Ensure there’s enough space for people to move freely around the display. If you plan to have multiple interactive areas (like consultation zones or product demos), keep them separate from the traffic flow.
While your display must, of course, be visually impressive, don’t forget about the practical aspects. For instance, you may need storage for brochures or staff materials. Integrate these into your design without taking away from the aesthetics by balancing form and function.
How lighting and interactivity make a difference
Lighting is, in our experience, one of those things that many people overlook. And yet, it’s a crucial factor in developing an eye-catching exhibition display with a welcoming atmosphere.
Consider the different types of lighting you have available:
- Ambient lighting provides overall brightness and sets the general mood. Ensure it’s bright enough to see but not dazzling. The last thing you want is for people to feel like they’re in an interrogation room or, worse, the dentist’s office.
- Focused lighting, like spotlights or LED strips, is excellent for highlighting specific products or features. Don’t be afraid to go bold here, especially for your ‘focal point’.
- You could also experiment with coloured lighting to further set the mood or align with your branding. For example, if your logo and website use a specific shade of blue, consider a couple of coloured lights of the same shade. But, as always, remember design principles, and don’t cover your entire display in one colour.
Also, consider incorporating interactive elements into your display (as mentioned above). The sky’s the limit, but these could include interactive screens, product demos, relevant games, live product catalogues, and so on. These encourage visitors to stop, engage and participate instead of passing by or awkwardly looking in the other direction.
However, as always, balance is key. Too many interactive elements might be overwhelming and detract from your exhibition objectives by introducing chaos. For most SMEs, one or two interactive elements should be plenty.
Practical tips for a stress-free exhibition experience
Aesthetics and interaction are the fundamentals of your exhibition display. They’re what will drive traffic. However, a display still needs to be practical.
An outstanding design should consider the real-world logistics and challenges of exhibiting.
How will you transport your display?
How long will it take to set up?
How easily can you adapt your display to different venues or space limitations?
Plan these out now. Don’t leave your team floundering when obstacles inevitably present themselves.
Use stretch fabric displays for easy transport and quick assembly. These stands are lightweight and durable and popular because of their flexibility.
Be ready to adapt your display to different spaces. Each venue comes with unique features such as ceiling height, ambient lighting, temperature or access restrictions. Try to design an exhibition display that’s versatile enough to work in any environment.
Plan your setup carefully, especially in terms of time. Having everything set up and ready before the doors open saves you time and reduces the stress of last-minute complications. Practice with your team before the day.
And if you need something more bespoke, custom-built exhibition stands can be tailored to meet your exact requirements.
Design an eye-catching exhibition display with City Signs
A successful exhibition display should grab someone’s attention and immediately make them curious. Every element plays a part in capturing that lead. Get it right, and you’ll walk away after a successful day with a handful of new clients, contacts and ideas.
If you’re looking for a display to help you achieve your exhibition goals, contact City Signs. As a family-run business with years of experience in digital printing and design, we specialise in bespoke exhibition stands, stretch fabric displays and more. With high-quality, cost-effective solutions tailored to you, our expertise is here to bring your vision to life. Get in touch with us today to see how we can help.