Your space at an exhibition or a show is just one of dozens or maybe even hundreds of plots. It’s easy to get lost in the crowd, especially when each stall looks pretty much like the one next to it. There is a lot you can do with promotional materials and banner stands, but unfortunately everyone else will also be trying the same tricks to grab and hold the public’s attention. While graphics and peripherals are very important when planning the way your little piece of floor will be set out, there is only so much you can do within the everyday exhibition stand architecture- or at least, that used to be the case in years gone by. These days the basic white rectangular exhibition stands have exploded into a huge variety of shapes, colours, sizes and geometries. Coupled with the fact that most exhibitors don’t bother looking beyond the basics, this means it is now much easier to make your presence a little more interesting. It is possible to stand out from the crowd and show visitors that here is something different to look at. Basic architecture is the first thing to consider. Most exhibition stands have three walls to maximise display space, and this is a particularly effective strategy for large stands or those that present a nice long frontage to the walkway. However, smaller stands that are so enclosed can feel cramped, and it is sometimes worth sacrificing wall space for a more open feel. There are also other tricks that can be used to get the best out of spaces of limited size. Keep tables out of the mouth of the stand so visitors don’t feel uncomfortable about going inside, and place banner stands at an angle, drawing people in and increasing the apparent size of the stand. Any exhibition stand should be well lit, but this is especially important for smaller ones. Open stands can attract a lot of attention, especially if there is a central point of interest to draw the eye. Large pyramid-style displays can be used to good effect, and height is an important consideration. If you’ve got vertical space, use it! A tall object to hold graphics or a product display provides a focus for the area, otherwise open exhibition stands can look empty or disorganised. Don’t let potential visitors assume that there is nothing in your space worth seeing. It’s worth paying close attention to tables and chairs. If possible they should match, and in general it’s better to have two small tables than one big one. More people can stand around the same surface area that way, and careful table placement can avoid leaving large empty spaces or cramped movement paths. All kinds of displays- large and small, simple and spectacular- can be hired or bought from specialist exhibition supply companies. Any of them will be able to provide a basic walled stand, but choosing a different architecture also tells passers-by that your company has a little more imagination than all the others- a little more creativity, and a little more pizzazz.
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