Preparation
Position of Stand
Study the exhibition plan and fully understand what surrounds you. Formulate a probable traffic flow, note the location of other stands (especially competitors) and visitors access to the exhibition and your stand - poor access will reduce the potential of your stand.
Consider the value of end of aisles, the problem with corner venues, entrance stands, and use a display or feature to stop visitors if you are using an aisle/avenue attraction.
Obviously your display should not obstruct corridors or areas of movement. When demonstrations are to take place, site them in spaces leading off from the main circulation area and remember to allow the necessary extra space for the spectators to stand without causing bottle-necks or your potential customers will move on.
You now only need one more piece of information before you begin to design your stand-what are you intending to exhibit?
Obviously there will be text of some sort, but are you showing three-dimensional objects - products, machines? If so, then you need a number of horizontal surfaces. But if your display is to be only text and pictures, then most surfaces will be upright. But they need not necessarily be vertical: you can make your display much more interesting by having some at an angle.
So you are now ready to begin the design of your stand. The rest of this chapter will be devoted to ideas which can be carried out cheaply but very effectively.
Even if you are restricted by a shell scheme, consider the possibility of creating a walk-in or even walk-round stand. This kind of approach makes the stand much more interesting and attractive to the visitor. He is encouraged to browse, rather like in a library or a bookshop, particularly if you spread your literature around the stand rather than leaving piles of it in one place. And talking of literature, don't make geometric designs with it. If one leaflet is taken out it spoils the pattern and a number of visitors will hesitate about taking a leaflet, thinking it is part of the stand design