The Planner caught up with Adam Kwan and Stevi van den Berg, Exhibition Architects at Scan Display Solutions, to find out what design tips they could share to help exhibitors make the most of small spaces.
Having a smaller exhibition stand doesn’t mean you’ll have a smaller impact, but it does mean your design needs to be well planned. “The less space you have, the more thought your designer needs to put into each aspect of the design,” says Stevi. “There is no room to waste. Every inch needs to support the overall purpose of the stand.”
Here are some of Adam and Stevi’s favourite tips to create a big presence within a small space.
TIP #1: Choose a good location
“Generally, an inline stand is more hidden because it can only be seen from one side, and a corner stand or back wall stand are far more visible because they can be seen from two or three sides respectively,” says Adam. For this reason, corner stands and back walls are prime property in exhibition halls. The advantage they offer is especially useful to make a small stand more noticeable.
A corner stand that features two brightly branded back walls and interesting angles to capitalse on its increased visibility.
TIP #2: Build up
Generally your available floor space might be restricted, but your height isn’t. Using the space above your stand is a simple way to increase your physical presence and gain attention, says Adam. You can do this by building higher walls or using rigging to suspend banners and other eye catchers above your stand.
Rigging is used to suspend this exhibitor’s branding high above the stand.
TIP #3: Use colour wisely
“While it can sound counter-intuitive, dark colours can create the illusion of space with the right lighting,” says Stevi. “Don’t assume that using white will automatically result in a lighter, airier and more open effect.” Be open to trying different, less obvious, colour combinations in the design phase of your stand.
This stand is visually-arresting with its black floor and walls, and only a few yellow highlights and plasma screens.
TIP #4: Play with light
Lighting is an often overlooked aspect of stand design which is incredibly powerful. A change in lighting can drastically alter any space. Stevi adds, “Light highlights areas of your stand and creates shadows. This can create a sense of drama, which makes your stand visually interesting.”
Light boxes and a few simple light fittings direct the eye to the exhibitor’s branding and service offering.
TIP #5: Focus
If you think you need to make the most of your small space by filling it with as much of everything as you can fit in, you are sorely mistaken. Clutter is confusing to look at. Instead, make sure you have a central and simple focal point, advises Adam – “Less is more.” Choose one thing to attract the attention of visitors and draw them in.
The textured green African continent pops out on this otherwise very neutral stand, simply but powerfully driving home the exhibitor’s message of being an African company.
TIP #5: Move it
Movement catches the eye, so consider using this to your advantage. There are many ways to do this, such as: rotating signage, a demo with automation, lighting that changes colour… the options are endless. Enjoy being creative with this.
Video on a plasma screen is probably the easiest way to create movement on your stand.
