Five Essential Exhibition Design Questions


When it comes to designing an exhibition display, you need to answer a lot of questions. Let’s get started:


1. What image or product do you want to communicate?


Your display communicates the personality of your company, which is important because it creates an emotional reaction from your prospects, and people buy for emotional reasons. The colours, shapes, images, materials and even typeface you choose help communicate your company image. Think about your target audience and what appeals to them.


2. What are your objectives?


It may not be obvious, but your objectives can affect the shape of your exhibition display. If your objective is lead generation, you need to create an inviting space with open sight lines for staff and easy entry for attendees. If you want to build relationships, you need a display with meeting spaces where you can spend quality time closing sales. Companies who want to build their brand will go for bigger graphics and large architectural elements that create a bigger impression. Different objectives, vastly different display designs.


3. What’s important to your target audience?

Work out the answer to this question, and then make sure that’s what’s on your display. This question will also help you get to the bottom of the benefits your clients are looking for, and what solution you offer them. Arriving at this conclusion can require a lot of discussion. Start with your products, their features, the benefits of these features and then concentrate the message down to benefits that your buyers want.


4. What message do you want your visitors to remember?

Whether it’s your brand image, products or competitive advantage, keep it simple. Too much information can be overwhelming in a display. Use a billboard as your guide to how much information you can portray at once. Go for impact, when it comes to designing displays, more is always less.


5. What functional needs do you have?

Don’t forget to provide a temporary workspace for your staff at your portable display or custom built exhibition stand. Think about their needs and create areas for demos, presentations, meetings and storage. You need to balance that with your need to create an impactful display with communicative graphic messages.