Last week, we told you all about how business-beneficial it is to include exhibitions in your 2017 marketing plans, including the importance of a well-designed stand.
All very well, you might be thinking, but how do you get started on designing that fabulous stand? What should you think about, and crucially, what should you avoid? If only you could find a team of experts who can help…that would be really fantastic, wouldn’t it?
Well, you’re in luck…because we’re that very team! Read on for ten essential stand-design dos and don’ts, brought to you direct from our many years of hard-earned experience. You’re welcome.
1. DO…keep information at eye level
The best stands work because they make it easy to absorb information, even as people hurry past. Don’t spend time crafting the perfect blend of punchy words and colourful graphics, only for it to end up hidden behind someone’s legs on exhibition day!
2. DO…hire a graphic designer who understands your business
People will notice images before they pay attention to words, so it’s really worth getting this one right. Ask plenty of questions beforehand to make sure your designer can properly translate your business needs into striking images.
3. DO…understand that image quality counts
The quality of your images will reflect the quality of your customer. Blurry, offset images will impress nobody, except maybe the type of customer who doesn’t pay any attention whatsoever to detail – and as you probably already know, they’re often the hardest to deal with!
4. DON’T…think of your display as a brochure
People tend to concentrate on reading a brochure, so you can take time crafting stories they’ll relate to. You won’t have that luxury with a stand – it needs to grab attention immediately, then move people on to their next encounter with you, whether that’s a chat during the exhibition or a follow-up afterwards. Be short, simple and snappy.
5. DO…keep as generic as possible
Being too specific with your stand means people will have to concentrate to understand it. Many won’t bother, so explain what you do in a quick, simple and easily-understood message that will speak to as many people as possible.
6. DON’T…allow anything to be printed without checking the proof
We mean anything. Even if you can prove the printer messed up your perfect stand design, it’s your responsibility if you agreed the proof beforehand – so you carry the cost. More importantly, you’ll be left with a stand you can’t use…and nobody wants that!
7. DO…understand that colour is important
Colour creates powerful associations. Could you think about Coke without automatically picturing red and white, for example? Ensure your stand incorporates bright, bold colours associated with your brand, and people will be more likely to remember you later on.
8. DO…know that scale is everything
What looks fantastic on a computer screen can end up cluttered or lost when transferred onto your stand…so make sure you check everything properly beforehand!
9. DON’T…font it up
In other words, don’t try to impress your audience with too many words! Be clear, and let your bold colours and striking images do most of the talking.
10. DO…think of future uses for your stand
Of course, you’ll probably be able to make use of your stand at plenty of other events…but how about mounting it to the wall, or displaying it in your reception area when it’s not in use?