A stand is a set of structures and decorative elements designed for an event, a congress or a trade show. It is therefore a form of temporary architecture, as it is created for a limited period and then dismantled, whether for storage or relocation. Do you know the best steps to create a stand tailored to your marketing objectives? We explain them below.
The importance of stands
Trade shows and congresses bring together suppliers, distributors, clients and professionals from a specific sector. They are, therefore, an excellent opportunity to enter new markets, gain new clients and showcase a positive brand image.
They allow you to present products or services, deliver presentations and demonstrations, and engage directly with potential clients. In addition, the graphic elements of a stand can attract attention and spark visitors’ interest. They also enable you to stand out from the competition.
Finally, all the components of a stand communicate a great deal about your business. From large-scale elements in a promotional stand to informative elements, they reflect your identity and your approach to commercialisation. As a result, it is essential to make the right decisions when designing and executing this branded space.
Key characteristics of stand design
To ensure your stand stands out and helps achieve your objectives, you should work with experienced professionals.
These are the essential guidelines you should follow in this creative process of corporate visual communication:
- Ensure strong visibility: The impact must be immediate to capture the attention of as many visitors as possible. Make the most of space using volume, rhythm, variety and contrast.
- Attract attention: Your stand is a three-dimensional element and should be designed accordingly. Use curved shapes, prisms and blocks, as well as prominent product displays and large-format lettering. Screens and projectors with dynamic content are also highly effective.
- Use distinctive lighting: The more highlighted your key elements are, the more effective your communication will be. Signage, flagship products and brand values should be visible from a distance at all times.
- Protect the environment: Increasingly, clients expect businesses to demonstrate environmental responsibility. When designing or decorating your promotional stand, use LED lighting, recycled paper and cardboard, as well as sustainable and reusable materials such as wood and steel, or at least biodegradable options.
Essential graphic elements for a stand
Each design is unique and therefore distinctive. However, in general, it is advisable to include the following products and visual communication resources in your stand:
- Corporate signage: Graphic element that identifies your company and brands. It must be clearly visible and project a strong brand image.
- Roll-up banner: Portable display system. A cost-effective solution for dressing spaces.
- PVC banner: Highly effective visual element used to promote your brand and products and attract potential clients.
- Counters and customer service areas
- Brochures and catalogues: One of the most effective ways to promote your business and provide potential clients with the necessary information.
- Posters: An alternative or complement for promotional decoration.
- Samples and giveaways: Small product samples or gifts offered to stand visitors to reinforce brand recall after the event.
Use more sustainable versions of each of these elements to create a fully environmentally responsible stand.
Do you need support to create your stand?
At Artyplan, we support your business at every stage. We have extensive experience in print production and visual communication. Our team is ready to turn your stand design into reality, exactly as required.
From defining the concept to executing every detail, working with experienced specialists is key to success. We advise you on materials, design solutions and the most suitable resources for your needs. Your stand will deliver results.
