You’ve got an event coming up. The pressure’s on. You need an exhibition stand that grabs attention, sparks conversations and makes your brand unforgettable. But where do you start?
At Tecna, we know exhibition stands inside out. In this guide, we’ll walk you through the entire process, from setting clear goals to nailing the final details. Whether you’re a first-time exhibitor or looking to refine your approach, you’ll find everything you need to design an impactful stand that pushes beyond the ordinary.
Let’s get started – this is how to design an exhibition stand, explained by the experts at Tecna.
1. Define your goals and objectives
Before you even think about colours, graphics, or stand layouts, ask yourself: what do you want to achieve?
Get your goals right, and you’ll transform your space into a magnet for your target audience. A lack of clear objectives and you risk blending into the background or not maximising your ROI.
Are you looking to boost brand awareness, generate leads, or launch a new product? Maybe it’s all three. Instead of aiming to “get more leads,” set a target. For example:
- Capture 100 qualified leads
- Book 20 post-event meetings
- Increase brand recognition by driving 500 social media interactions
Aim high, but stay focused. Your goals will guide everything, from the size of your stand to the way your team interacts with visitors.
2. Know your target audience
Your exhibition stand should be designed for the people walking the floor. The decision-makers. The curious browsers who could turn into loyal customers.
But here’s the thing: not all visitors are the same. If you try to appeal to everyone, you’ll attract no one. You need to speak directly to the right audience.
Understand attendee demographics
Who are you trying to reach? Are they senior decision makers, buyers, or industry peers? Are they looking for inspiration, cost-effective solutions, or game-changing partnerships? Look at the audience breakdown of the event and identify which of them are right for your product or services and at which stage of the buying cycle they will be.
Dig deep. Think beyond job titles. Consider their pain points, their aspirations and what makes them stop in their tracks.
Tailor your messaging and design
Now, take what you know and craft an experience that speaks their language.
- Messaging that matters – What’s their biggest challenge? Address it, boldly and directly.
- Design with intent – Clean, sharp visuals for busy professionals? Bold, immersive displays for creatives? Match your design to their world.
3. Choose the right type of exhibition stand
There are three main types of exhibition stands: modular, traditional custom build and shell scheme.
- Space Only – This is where you simply buy the exhibition space and then have to design and build everything from scratch. With a space only stand you have two main types of build option:
- Modular Stands – Built from interchangeable modular components, these stands can be reconfigured and adapted to suit different event spaces and branding needs. They can still be customised to suit any design and incorporate bespoke elements.
- Disposable Custom Build Stands – A fully bespoke exhibition stand design, usually constructed with mdf, made for a single event.
- Shell Scheme Stands – A standard square or rectangular framework supplied by the venue, which you add graphics to – either using pull up banners or posters. These can be enhanced with modular components but are more limited than a space-only modular stand.
At Tecna, we use modular stands. Why? Your exhibition stand isn’t just a backdrop – it’s the launchpad for big ideas, bold conversations and lasting connections. It needs to give you the freedom to get creative without being wasteful, and that’s what modular stands deliver.
- Just as customisable as bespoke – Modular doesn’t mean generic. With the right design, modular stands can be completely tailored to reflect your brand’s identity, messaging, and goals, without the high price tag of a one-off custom exhibition stand design.
- Fast, easy, and stress-free – No complex builds or excessive costs. Instead, you get a smart, efficient system designed for quick assembly, easy transport, and straightforward installation.
- Designed for the long game – No more single-use stands that end up in landfill. Modular systems are built to last, with components that can be reused, rebranded, or recycled.
4. Create a strong brand identity
Branding is what turns a stand into your stand. Every colour, every font, every detail should reinforce who you are and what you stand for. Get it right, and your stand becomes a hub of business interactions with your key audiences.
- Colours that reflect you – Your brand colours should dominate your stand. They create instant recognition and help visitors connect the stand space with your business.
- Messaging that sticks – Be clear. Be bold. Make sure your tagline and key messages are impactful, visible from all angles and easy to absorb in seconds.
- Logos that lead – Your logo needs to be unmissable, but placement matters. Don’t put it everywhere – use it strategically to enhance, not overwhelm.
- Fonts, imagery and tone – Keep everything in sync with your website, brochures and social media.
- Lighting and layout – Even the way your stand is structured should reflect your brand values. Minimalist and sleek? Bold and immersive? High-tech and interactive? Own your identity.
- Event previews and newspapers – Speak to the event organisers about being featured in the event materials. This sets the stage for your brand identity before visitors even reach your stand.
5. Design an open and inviting layout
A good exhibition stand is more than a display, it’s an experience. If people can’t move freely, interact comfortably, or even see what’s happening inside, they’ll walk past.
An open, inviting layout draws people in. It makes them curious. It gives them a reason to step inside and start a conversation.
- No barriers, no bottlenecks – Keep pathways clear. Visitors shouldn’t feel like they have to squeeze through or shuffle past furniture.
- Design with purpose – Where do you want people to go first? What should they see next? Guide the customer journey with smart layout choices.
- Think like your visitors – Will they feel comfortable stopping for a chat? Can they browse without feeling pressured? Create zones that encourage natural movement and interaction.
- Keep it simple – Every element should serve a purpose. If it doesn’t help engage or inform, it doesn’t belong and avoid overcomplicating the space and clutter.
Need more exhibition stand design inspiration? We’ve got you covered with our collection of the best exhibition stand design ideas.
A stand that works: example
Imagine two exhibition stands side by side.
The first has branding everywhere, but there’s too much happening – too many posters, too many product displays, too much clutter. Visitors glance at it, but they keep walking.
The second stand is open and inviting. The layout is spacious. A digital display at the front catches attention with a bold, animated message. Inside, there’s an interactive demo and a friendly brand ambassador welcomes visitors with a question that sparks curiosity. People step in. They stay longer, engage more and remember the brand.
Which stand would you visit?
6. Leverage lighting to enhance your stand
Lighting isn’t just functional, it’s a powerful tool for creating atmosphere, guiding attention, and elevating your brand presence. Different types of lighting can completely transform how visitors experience your stand.
- Spotlights – Perfect for highlighting key areas, whether it’s a product display, a demo station, or your brand message.
- Backlit graphics – Make your signage pop. A well-lit logo or bold statement demands attention from across the room.
- Accent lighting – Subtle but effective. Use soft lighting to create depth and add warmth to interactive areas.
- Coloured lighting – Want to set the mood? Blue tones feel sleek and high-tech, while warmer hues create a welcoming atmosphere.
- Guide visitor flow – Use lighting to subtly lead visitors from one area to another, creating a natural journey through your stand.
7. Incorporate interactive elements
The more you get visitors involved, the more memorable your brand becomes.
People don’t just want to look. They want to engage, explore and be part of something. Give them a reason to step into your stand and stay.
- Touchscreens and digital displays – Ideal if you have a wide product range or a service that needs explaining. Let visitors explore at their own pace.
- Live product demonstrations – If you’ve got a product that needs to be seen, touched, or tested, put it front and centre. Perfect for manufacturers, tech firms, or any brand with a product that shines in action. People believe what they experience – so let them experience the best of what you do.
- Augmented reality (AR) and virtual reality (VR) – Want to create a fully immersive brand experience? Let visitors step into your world. Ideal for architectural firms, real estate, travel, or any industry where seeing the bigger picture makes all the difference.
- Brand activations – Vending machines that deliver branded merchandise, interactive experiences that allow the audience to get involved, personalised take-away products all captivate passing visitors and provide you with data capture opportunities.
- Gamification – Competitions, leader boards and challenges get people engaged and invested. Perfect if your goal is to capture leads, boost brand recall, or create a buzz around your stand.
- Social media integration – Boost your brand beyond the exhibition hall. Branded hashtags, photo ops and shareable moments turn visitors into brand ambassadors and extend the reach of your participation. A must-have for consumer brands, lifestyle businesses and anyone looking for visibility beyond the event floor.
- Live Q&A sessions – Want to position yourself as an industry leader? Host live Q&As, expert talks, or real-time on stand polling. Perfect for B2B companies, professional services and thought leaders who want to stand out as the go-to experts.
8. Utilise technology for engagement
In a world where attention spans are short, technology keeps your audience hooked and your brand ahead of the curve.
Every visitor is a potential opportunity, but if you’re still relying on business cards or handwritten sign-up sheets, you could fall behind.
QR code check-ins eliminate hassle – visitors simply scan, sign up and their details are yours in seconds. Digital lead capture forms on tablets or interactive kiosks simplify data collection, capturing contact details, preferences and interests without the clutter of paper. Live polling and surveys turn passive visitors into active participants, using real-time voting, quizzes and feedback tools to engage your audience while providing valuable insights.
9. Plan for comfort and visitor experience
An exhibition stand isn’t just about how it looks, it’s about how it feels. Visitors spend hours navigating the event, which becomes tiring quickly. If your stand offers a break from a busy trade show, it instantly becomes more inviting, making it easier to spark conversations and build connections.
- Seating areas that encourage interaction – A comfortable seating area invites visitors to pause, engage, and have meaningful conversations without feeling rushed.
- Refreshments that attract and retain – A small drinks station or a selection of snacks keeps people at your stand longer. It’s a simple but effective way to open up discussions and create a welcoming environment.
And then there’s energy. A stand with an engaged, enthusiastic team has a completely different atmosphere. Visitors pick up on that energy – and they stay longer because of it.
10. Offer strategic giveaways
The right giveaway keeps your brand top of mind long after the event ends. But the wrong one can end up forgotten at the bottom of a tote bag. So how do you do giveaways the right way?
- Make it exclusive – Limited-edition items, personalised gifts, or giveaways that require an action (like scanning a QR code or signing up for a demo) add value and create engagement.
- Prioritise usefulness – The best giveaways are the ones people use. If it’s practical and genuinely valuable, it stays on desks (or screens in the case of e-books) keeping your brand in front of your audience long after the event.
- Choose items that align with your brand – Think beyond the standard pens and keyrings. Your giveaways should reflect who you are and what you do. A B2B consultancy? Digital resources like exclusive e-books, filled with valuable information people would pay for. A sustainability-focused company? Eco-friendly notebooks or reusable water bottles.
11. Develop a post-event follow-up plan
Whilst this isn’t about the design of the stand itself, if you don’t follow up, you’re missing out on the opportunities your stand brought you.
Collecting leads is just the beginning. Now, it’s time to nurture relationships and keep the momentum going.
- Strike while the interest is high – Don’t let weeks pass before reaching out. Follow up while your brand is still fresh in their minds.
- Make it personal – If possible, reference your conversation, their specific interests, or the product they engaged with at your stand.
- Offer real value – Give them something that keeps them engaged – an exclusive discount, early access to new products, or an invitation to a VIP webinar.
- Email campaigns that convert – A well thought out follow-up sequence keeps your audience engaged without feeling like spam. Keep it short, sharp and action-driven.
Creating impact with Tecna: exhibition stand designers
At Tecna, we’re passionate about pushing the limits at exhibitions and creating new possibilities. Here’s what you can expect from us:
- Full-Service Expertise – We handle everything, from bold exhibition stand design and build to precise planning and flawless execution. Stress-free exhibitions start here.
- Creative & Strategic Design – Our stands don’t just look good, they work hard. This is creativity like you’ve never seen before.
- Modular, Sustainable and Smart – Reusable, reconfigurable and built with zero-to-landfill policies in mind. We create responsible solutions that respect your budget, objectives and the planet.
We bring energy, expertise and fearless ingenuity to every project, ensuring stand success.
Make an impact. Own the space. Work with Tecna.
