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  • Adam Grey

10 design tips to make your exhibition stand pop

At Creative Global we know about great stand design and how much effort goes into getting each of the different aspects just right. To help shine a light on the process of taking a client brief into a real concept, we asked our team for the most important things to look out for when designing a stand.

Look high

It’s amazing how often this can be overlooked! A good design maximises all of the available stand space, including the area above it. Paying attention to this space is critical and can really help an exhibition stand pop-out and get seen from a distance.

If the space is available to be used, use it!

double-deck stand design
Our Avanti stand design maximised a small footprint by having a 2nd floor for a dedicated meeting area

Look low

Another area that often seems to be an afterthought, paying attention to your stand’s flooring can really make a huge difference.

The right flooring can help a brand design flow, define the stand as a space within the hall and be played around with to create unique features

Supersonic exhibition stand design
Having two-tone carpet in striking brand colours helped the curved lines of this design flow

Target audience

Tailoring your stand design to your target audience is not always as simple as it sounds.

If for example your primary aim is to present a range of products to potential customers, you would want to pay careful attention to display cabinets, shelving, lighting, and leaving enough room for customers to browse.

If you’re more service based, you may benefit more from a design that conveys information regarding what you do and incorporates private meeting areas.

Think about your aims and target audience prior to the concept and you’ll benefit at the show.

This design for Coloplast focused on creating a relaxing space with informative AV to educate medical professionals on their products.

Don’t overdo the text

When you’re trying to tell potential clients about your services it can be tempting to put as much information as possible into your stand design, but this is often a mistake. When it comes to text on a stand design, less is always more.

In general, make the text short and snappy. Bold statements with the key information you want to present to attendees work well as a feature of the design and keep their attention better than long lists of services you provide.

You want your stand to engage people, once engaged you can tell them about your services, which they will take in far more than having to read it from your stand.

Yospace exhibition stand
Our Yospace design used highlighted text in short, dynamic sentences only.

Let there be light

Lighting is one of the main components that can really make a stand pop. Incorporating the lighting into the lines of the design and key stand-out areas can help to create a bright stand with a stylish and modern finish.

Exhibition stand design
Backlit logos and embedded coloured LEDs helped make this Cambridge Consultants stand look fresh and modern

Behind the scenes

One of the practical considerations for a stand design is incorporating storage without making it obvious.

Between the bottles of water, handbags, promotional items and jackets you really need a space to be able store your essentials. Leaving your personal items around the stand is not only insecure, but it also looks untidy and impacts upon your brand presentation. This is especially true for smaller stands where it becomes far more noticeable.

Cyberark exhibition stand design
Our Cyberark design incorporated a small secure area without negatively impacting on the overall look

We are living in a material world….

Using different materials and textures is a great option for making your stand unique. From high-gloss plastic to metallic panels, polished wood to fabric details, playing around with different materials helps to create interesting contrasts and lines within your design, and make your stand unique enough to rise above the crowd.

Argus stand design
Polished wood slats gave our Argus stand an eye-catching and contrasting feature


Getting the balance of furniture right in a stand design is always a difficult task. Not only does the furniture need to fit the style of the stand, but you also need to pay close attention to whether you have the right amount and whether it restricts the flow of visitors. A great solution to this is having a separate meeting room/area on your stand, giving you a quiet, professional space to get business done, while keeping the rest of the stand uncluttered and open.

This Timecode design kept furniture minimal and had a separate meeting area, allowing a clear flow through the stand.


Being aware of how people will flow around your stand is an important aspect of every design. Depending on the space you have, your stand may be completely detached and open, or have 1 or more walls due to other bordering stands, therefore each space needs a different approach.

A good general approach for a small/medium stand is to have a front counter from which your staff can great and qualify attendees, while leaving clear access behind for good leads to get closer to your product display and sit down to chat with other colleagues.

A front counter can help you talk to as many attendees as possible whilst keeping the rest of your stand clear

Product display

Certain companies and industries need a very product focused stand, and this is where the design of the product display is essential. A simple shelving system or plinth is a starting point, but to really make your products shine you should be thinking about incorporating it within the display, making it pop with creative lighting, and paying careful attention to the position of the product on the stand.

Our bespoke product display for a Coloplast stand incorporated brand coloured lights and creative display boxes.

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