Eye-catcher or barrier? What makes trade fair stands attractive – and what doesn't
ORGATEC 2022 | Aussteller: Camira (Design: raumkontor, Foto: Hans Jürgen Landes)
The exhibition halls open their doors and, in the best-case scenario, visitors flock directly to your booth. But what determines in the first few seconds whether they stay at your booth or move on? Is it the booth staff, the design, or the presentation of your products? In this article, we focus on the psychology of first impressions and take a closer look at the dos and don'ts you should be aware of.
»When the stand looks like a corner shop, we wonder whether the product is any good.« — Christiane Will, MÄCKLER Architekten
Location, location, location
An optimal stand concept is based on several pillars. We cover the strategic preparation for this in detail in our practical guide. Another crucial factor we consider here is location, which is often influenced by budget. Prominent locations are significantly more expensive than peripheral areas, but a remote location carries the risk that visitors will simply walk past you. Therefore, consider carefully whether a peripheral location really makes sense, or whether a mid-range category is the better strategic choice in the long term.
The vague gut feeling
First impressions are often intuitive. Visitors want to feel welcome, but not pressured. An open stand design contributes significantly to this. Here are some specific tips:
- Open design: Use translucent materials or flowing fabrics to create spaces without dividing them.
- Avoid one-way streets: Avoid rigid routing and give visitors the freedom to find their own way around.
- Plan quiet zones: Create areas where visitors can consciously retreat and relax from the hustle and bustle of the trade fair.
- Orientation aids: Create an intuitive guidance system within your exhibition stand. For larger stands, visual cues such as signposts or color coding (floor, wall, ceiling) offer intuitive navigation. Logically structured product areas with clearly legible labels are also helpful. Some manufacturers, for example, sort their products into thematic islands that are intuitively connected by short distances. A clearly visible information point with a digital map can also be a good starting point for exploring the exhibition stand.
Case study: An eye-catcher can also be minimal – Geberit at Design Days 2023
Geberit proved that even a restrained stand can be eye-catching at Design Days 2023 in Katowice. In collaboration with hanczar studio, a purist concept was realized that focused on light as a central design element. The installation, designed entirely in blue, presented the product portfolio on a mirrored surface that visually expanded the space and created a calm, inviting atmosphere. The stand impressed with its clear and open design, which allowed visitors freedom of movement and orientation. Resource conservation and reusability were key considerations in this concept: the stand is modular in design and can be reused in different locations with minimal use of materials and low transport costs. The exhibition was used at the "Shigeru Ban and Architecture for Refugees" conference in Warsaw, among other events. And yet – or perhaps because of this – it remains memorable.
Boutique or Gated Community?
An exhibition stand is like a boutique. In our in-depth interviews, we found that exclusivity can also have a deterrent effect, and this should be avoided. Visitors should be able to orient themselves freely without feeling like they are being watched. Clear guidance systems help visitors find their way around and explore the booth without feeling pressured. At the same time, however, the booth should also offer enough space so that no one feels like they have to squeeze through narrow passages.
Interactive elements can help facilitate initial contact. Moving installations, such as a robot that presents a product or performs small demonstrations, attract attention. Product mockups, such as a true-to-scale window profile, also make complex topics "tangible."
»I find it unpleasant when there are more staff members than customers at a trade fair booth.« — Christine Klug, assmann gruppe
Incidentally, the number and positioning of the booth team also plays an important role.
Spread the team out evenly instead of letting them stand in groups. Individual, open employees who greet visitors in a friendly manner are more inviting than clusters. And how many staff do I need per exhibition stand? As a rough guideline, one person per 5-15 square meters. However, the exact number depends heavily on the concept: small stands, such as those at Architect At Work, should be staffed by a maximum of two people. A 30-square-meter booth can also usefully accommodate three to four people, depending on the theme.
»Why are there still so many men wearing classic blue suits and red ties at trade fairs? I find that rather off-putting.« — Wiebke Ahues, LXSY
The influence of clothing
The clothing worn at the trade fair stand influences the first impression. As Wiebke Ahues aptly describes, traditional trade fair outfits such as suits with red ties often appear distant and unapproachable. Female visitors in particular are often put off by overly formal clothing. Instead, clothing should match the brand message and target group. Do you want to appear approachable and friendly, or would you rather maintain a professional distance? The clothing worn by your trade fair team can have a major influence on this. And we don't mean that everyone has to wear a black turtleneck to meet the blanket design requirements of the (interior) architects. The most important thing is that the team feels comfortable and appears approachable.
Conclusion
The first impression determines whether visitors stay at your booth or move on. An open, intuitive booth design is inviting, while barriers or too many employees in one place can be off-putting. Your team's clothing and presence also play an important role: approachable outfits and a friendly manner are more appealing than overly formal booth staff. And last but not least: less is often more. Minimalist booths such as Geberit's show that restraint can be an absolute eye-catcher.
You can find further insights in our practical guide "Trade fairs today – trade fairs tomorrow."
Practical guide »Trade fair today – trade fair tomorrow«
