The main purpose of participating in any exhibition or trade show is to showcase your brand and meet customers face to face so that you can answer their queries, demonstrate new products, get feedback, target new customers and increase market share. Companies make every effort to let their clients and prospective customers know about their presence in an exhibition through various channels such as advertising, on their websites, sending e-mails, making one to one calls, sending mailers and also using social media to announce their participation and location of their booth. They pay a lot of attention on their booth design trying to make sure that visitors to the exhibition stop by their exhibition stand.
But what about those clients and prospects who may have fallen through the cracks, what about those promising prospects whom you don’t know about, but who are interested in the products or services sold by you? A large percentage of visitors to a trade fair may not be on your mailing list or may not be aware of your brand but may be definitely interested in the kind of products sold by you. How do you reach those people? How do you ensure that all visitors who enter your exhibition hall are able to see where your stand is located and what are the products you have on offer and also about your brand. You also need to consider the factors that will make a visitor step into your exhibition stand once they have located it and have made the effort of reaching it passing by several other exhibition stands belonging to your competitors.
This is where important factors like booth design and signage come in. A lot depends on how you have designed your booth and also how you have positioned your signage because these factors will ultimately play an important part in how visitors who are unaware of your brand and products perceive you and have the urge to check you out. We at Expo Display have years of experience behind us in enabling clients from the Middle East to exhibit very successfully in the many shows that take place every year in the MENA region and beyond. We would like to share our knowledge on what makes an exhibition booth stand out among others in a show based on our understanding of the exhibition business.
In an exhibition, there may be hundreds of booths vying for the attention of visitors, one element of booth design that many exhibitors miss is the colour scheme used in the booth. Humans as whole get attracted to certain colours, these colours are known as ‘Archetypes’, these basic colours are Red, Blue and Green (RGB), these basic colours are combined to form eight primary colours that we subconsciously get attracted to in addition there are two more colours (black and gold) that we also prefer. The eight primary colours are a combination of the three archetypical colours RGB. Preferences for certain colours are also dependent on cultural sensibilities and childhood conditioning. Different cultures, regions and countries can prefer different shades of the eight primary colours, but at the end of the day all of us are subconsciously attracted to these eight plus two colours.
Continuing on the choice of colours that can be used in booth design to make the booth attractive and welcome to visitors we have seen that Red and various shades of it attracts people all over the world, also different shades of blue and green have a positive effect. Variations of Yellow, orange, brown and purple are also preferred at many places. Black and gold can be used as highlights in the booth. Another thing that you must keep in mind about colours to be used in your exhibition stand is staff uniforms. The booth staff should also be preferably dressed in colours conforming to the booth design. This way you establish certain hygiene to your booth design and this helps in making your exhibition stand to look different and more welcoming compared to other exhibition stands in the hall.
Another aspect of booth design that we want to touch upon is signage. An exhibition stand needs to be visible on the show floor. If the location of a stand can be seen from a distance, especially from all angles of the hall it is a sure thing that the stand will get visitors and prospects who do not have prior information about your participation. One way of making your stand more visible is if you increase the height of the walls, but this can be done normally if you have a custom made exhibition stand or a stand large enough where you can have a pillar with an illuminated sign on top.
Smaller exhibition stands and inline stands have a problem, in most of the cases such stands do not have the space or the budgets or permission from the organizers to go higher than the stipulated height, nor do they have space to accommodate a pillar. There is an easy cost effective way to get around this problem; the booth design can include hanging signs. Most exhibition centres have facilities whereby signs can be suspended from overhead beams or columns. These signs come in various forms such as fabric, flex etc. and can be framed or unframed. Subtle lighting can be focused on these signs from the stand below and these signs can be seen from a distance, giving visitors the location of the stand and also information about products and the brand. These hanging banners are quite inexpensive and you can suspend them from the ceiling for a small fee. The best thing about these banners is that they can be suspended even on top of smaller exhibition stands. These overhead signage is an effective and low cost solution to advertise the location, products and your brand in an economical manner. While making the booth design you need to keep in mind that the colour of these overhead banners stand out and the text is visible from a distance, so that visitors can see them from a distance.
These couple of pointers can help you get a booth design that is attractive and at the same time effective enough so that your exhibition stand gets more visitors so that you can achieve your exhibiting goals.