| EXHIBITIPS - NOVEMBER 2009
Are you a needle in a haystack?
Ensure you stand out on the Exhibition Floor.
If you walk around an exhibition there’ll be a great variety of shapes, designs, lighting and structures, but there are a few hard and fast rules about stand design to which most designers would adhere. You also need to consider the differences between a trade show (B2B) versus that of a consumer show (B2C).
Standing out isn’t always about out-spending your competitors. It’s how you lay out your stand, what demonstrations you have and how you captivate visitors’ attention.
Keep these hints in mind when thinking about your own stand design and remember you have around 5 seconds to capture a visitor’s attention.
1. At trade shows you don’t necessarily have to build a high stand. At a consumer show you may need to attract attention, but at a trade show, visitors go to almost every stand so there’s no need for towering structures. The only explanation for many exhibitors religiously wanting high stands is that it improves company morale. As I have pushed previously, the size of the space at a show is far more important.
2. Don’t overcrowd your stand with too much product. A stand that is hard to get on is hard to get off and visitors don’t want to feel trapped. One of the great things about exhibitions is their relaxed atmosphere, so don’t spoil it by making people feel uncomfortable.
3. Large structures in the middle of your stand that aren’t see-through can make it difficult to manage without extra staff.
4. Think about the five senses and how many you can trigger with your on-stand activity.
5. Many exhibitors put too much information on their stand that people don’t read; and if visitors do bother to read what’s available, the salesperson has lost the opportunity to talk to the potential client face-to-face. Keep information simple, readable and enticing.
6. Creating a ‘bottleneck’ effect on a stand at a trade show can cause problems. If people see that a particular aisle or section of a stand is crowded through traffic congestion they are likely to avoid it. On the other hand if they see a section of the show that is crowded through an incentive interest, e.g. celebrity appearance or promotional gimmicks, then they are likely to want to investigate.
Many salespeople feel that bottlenecks are good, as they slow traffic down and give staff an opportunity to approach visitors. It may be for a consumer show, or if you simply want to get names for a later mail out, but it doesn’t work for everyone. Plan your stand position and your needs carefully before the show. Attend any exhibitor meetings staged by the organisers before the actual event so that you can discuss with your neighbours what you both will be doing.
7. Signage needs to be simple. Use easy-to-read fonts and words like ‘new’ and ‘exclusive’ to get attention.
8. Colour can play a major role in attracting and relating to your target visitor and can equally turn people off! Select carefully as each colour creates its own physiological and psychological messages. (see Bonus below for in depth explanation).
9. Possibly the most important feature of stand design is lighting. Stands that are bright are easily noticed, and stands that aren’t are dull and often missed. Plan your lighting carefully and always consider paying for extra lighting if you think the stand has room. It’s a worthwhile investment.
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BONUS: USING COLOUR
An imaginative use of colour can enhance your stand and help convey its central message. Choose your colours carefully, as each one can create its own unconscious physiological and psychological messages:
Blue has a calming effect.
Red is emotionally charged and hard for the eye to process. Don’t overuse it.
Yellow is the best attention-getter.
Green is positive and calming.
Orange conveys “cheap”.
Gold, silver and platinum symbolise premium.
Black represents power.
White denotes honesty and purity.
Pastels have a welcoming effect.
Colour may be added through the effective use of fabrics, flags, banners, graphics, furnishings, lighting, or plants and flowers.
Plants and flowers may also soften an exhibition stand, filling a gap or concealing a dead area. Remember, though, that potted shrubs and plants can take up considerable room, so don’t try to squeeze too many onto your stand. A single striking floral display or carefully positioned vine can be just as effective without taking up nearly as much space. Advise your florist of the stand colour scheme, the style of lighting and whether there is an overall theme. You will need a container of water to keep floral displays fresh and vibrant. |
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CREATING GREAT STANDS
• Choose the appropriate amount of space for your needs
• Select the most important products for your company to highlight, rather than bringing the whole range
• Create interest by developing the right atmosphere
STAND DESIGN NEEDS CONSIDERATION
A well-thought out stand should be inviting, entertaining, educational and memorable.
Your key message might promote benefits not features to the end purchaser.
I have just touched on some of the things you need to consider.
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Regards,
Gary Fitz-Roy |
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