Choose the stand design that fits your brand. Bombastic or subtle, industrial or rustic, tall or low. When it comes to designing a booth, the possibilities are endless. According to designer Paul Weekers of Eldee, it’s essential to keep in mind the message a booth should convey. To create a beautiful design, Weekers starts with a certain thought process. “The most important thing is what the purpose of the booth is and what message you want to convey. Are you at a trade fair to promote a new product or service? Or do you have a wellestablished business and just want to catch up with customers over some food and drinks? Those are two different things.”
Branding
According to Weekers, a booth is a 3D presentation of your company. “A booth is essentially an extension of your brand identity. The visual aspect is crucial. It sometimes happens that a customer is not very happy with their logo. In that case, the best option is not to display the logo too prominently. People often think that you should make a logo as large and high as possible, but that’s not true. Sometimes, less is more. With a small logo and plenty of white space, you can still stand out. Moreover, it depends on the service you offer or the trade fair where you are exhibiting. Apple would undoubtedly opt for a minimalist booth. But if you’re at the Libelle Winterfair or the Horecava, you need to go all out.”
Interior
There are also many possibilities when it comes to the interior of a booth. “Here too, the purpose of the booth is essential. Expecting a lot of brief visitors? Then opt for less comfortable chairs. Do you want visitors to linger? Then you can create a cozy lounge area where visitors can enjoy a cup of coffee in peace. As a company, you need to think carefully about what you want and how you will handle it. Do you want to relax and watch a video? Or do you want to give a standing demo in front of a large screen? And should you pamper your customers or not?”
Considerations for booth design
Think carefully about the purpose of your booth: what message do you want to convey? Know your budget and your preferences. Be aware of all trade fair rules and technical limitations of a trade fair venue. Consider dimensions, escape routes, paint types, and furnishings, for example. Understand that a booth can be rejected if you do not meet the requirements. Always request a floor plan to avoid surprises.
Form, size, and material
Weekers draws inspiration primarily from the brand identity, logo, or product of a company. “However, we also have to take into account the size of the booth. This goes hand in hand with your budget and the possibilities within the exhibition hall. Do you have a generous budget? Then I would definitely choose a distinctive shape that stands out, but the possibilities depend entirely on the square meters the client rents at the trade fair,” Weekers explains. He only starts designing when he knows the dimensions. “This way, I avoid designing a booth that’s too large. That would be a waste.”
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