The psychology of stand design
While inspiring design and precise manufacture come as standard with every Smart Display exhibition stand, the potential of your B2B platform runs far deeper than its very structure. With just two or three days to justify your investment by return, the exhibition stand is tasked with attracting visitors, maintaining their interest, and remaining in their consciousness long after the show is over.
In a bid to investigate the wider potential of the exhibition stand, we caught up with Craig Phillipson, managing director at retail design and planning consultancy Shopworks and long-standing expert in the psychology behind creating spaces that captivate and connect with audiences through key design principles.
“Our expertise in the events sector lies in translating clever retail design principles to create unique exhibition stands,” says Craig, who has previously created memorable shopping experiences for brands including Shell, Pandora, and Costa Coffee . “You can apply retail design principles to your stand by focusing on effective layout, strategic product placement and immersive branding, giving priority to visual hierarchy and storytelling to engage visitors.”
In line with Smart Display’s experience, Craig reports a gravitation within the industry towards an immersive experience; the added dimension of an exhibition stand that draws visitors into holistic branding that goes far beyond logos and soffits.
“Immersive features can include technology, clever lighting, tactile materials and sensory elements,” explains Craig. “The distinctive design and bold visuals can set your stand apart in the first instance, but you need to go further to actually engage visitors.”
It’s a delivery of 360 degree branding that Smart Display is only too familiar with. More demand for elements such as mood lighting, reactive lighting, graffiti walls and “spin-to-win” wheels means that the shopping list for contemporary stands goes far beyond tables and chairs.
According to Craig however, brands need to exercise some level of caution when it comes to drawing customers in with special features.
“Features such as games or interactive walls can add excitement and fun, but activities should be tailored to your brand message,” he says. “Focus on something that really reflects your brand but is also different and engaging. Product demonstrations, touchscreens and virtual reality can all work well.”
For brands selling something abstract in particular, designing an exhibition stand can be a challenge. With nothing physical to showcase, how can those in the software or renewable energy sectors get their message across?
“Abstract concepts can be made tangible through multimedia such as video or virtual reality,” says Craig. “We created an immersive stand for mobile operator Nar at the BakuTel exhibition in Azerbaijan, built around the concept of customers having a ‘happy conversation’ in the Nar Garden.”
Putting all of Shopworks’ principals together, Craig and the team took visitors to the Nar exhibition stand on an immersive journey through augmented reality. The physical display stands became tree stumps, while virtual reality conjured up bird song and a falling pomegranate.
Extravagant as the journey was, Craig remained true to his mantra of relevance. Shopworks tied all its concepts back to Nar’s key brand message and identity; pomegranate is the meaning of the word Nar in Azeri, and the circular seating encouraged conversation to reflect the brand’s capacity as a mobile phone operator. Quite simply, nothing was arbitrary. Further features such as an entertainment zone and a bar area were designed to subtly prolong each visitor’s stay, pulling together all of Shopworks’ top tips for excellent stand psychology and increased visitor interaction.
Unsurprisingly, the Nar stand was named the best customer attraction at the exhibition. It’s an inspiring case study that can be replicated by the team at Smart Display, who are experts in working with you to get to the very heart of your branding. Well-versed in suggesting ideas that you may not previously have considered, Smart Display is also in a prime position to bring concepts to life within its fully-equipped in-house print studio and workshop.
And, according to Craig, it’s the nuts and bolts of an exhibition stand that make for a great design. While virtual reality and special events can enhance your visitors’ overall experience, the basics of good stand build should never be overlooked.
“You can easily maximise the visibility of your brand by using the space above your stand,” says Craig. “Hanging banners and rigging – whether circular or angular – improve wayfinding and navigation and draws attention to your stand across any size venue.”
Having drawn visitors’ attention to the location of your stand, Craig has some key tips to bring them over the threshold and onto your platform.
“Warm lighting, an open layout, a well-designed entrance and approachable staff,” he says. “These are the elements that make a stand welcoming. Inviting colours and comfortable seating meanwhile can encourage them to stay a little longer, increasing your chances of converting a visitor into a customer.”
Colours are key to every stand and, while most Smart Display clients simply request that their branding colourways are represented accurately, there are more things to consider when it comes to selecting your shades and Pantones.
“It’s best to choose colours that align with your brand to create the desired emotional response,” says Craig. “Do you want visitors to feel invigorated and excited by your product, or relaxed and calm? Colour can be an important psychological trigger, so remember that contrasting colours stand out and create focal points, while calming colours create a relaxed feel.”
For a full sensory experience, music can also add to your branding with a positive energy, or a calming ambience. “Consider motion sensors on your stand used to trigger music as visitors walk by,” suggests Craig. “Just be mindful of volume and genre, and select music that complements your brand image.”
Smart Display can’t deny that customers are requesting more of a full sensory experience than ever. Within the past six months, three client briefs have alluded to smell as a special stand feature, something which hasn’t ever previously been requested in the company’s ten years of existence. So, is the demand for olfactory elements an anomaly, or an emerging trend to watch out for?
“Using an ambient scent can be a useful extension of a brand identity,” says Craig. “Lavender for example is often associated with healthcare products and is used to create an overall feeling of trust and relaxation. There’s no reason not to add another sensory appeal to a stand design – anything that clearly communicates your brand with clever and creative messaging gives people a reason to visit your stand.”
Craig’s top tips for an engaging stand design
- Aim to deliver an immersive experience
- Keep your features relevant to your branding
- Utilise the height above your stand
- Use colour and sound to trigger your desired emotional response
- Prolong visits with seating and interactive features
If Craig’s expertise in the psychology of stand design has inspired you to see what we can do for your next exhibition, get in touch. Our designers can offer a range of inspiring ideas you may not have previously thought of, while our in-house print and manufacturing departments can bring every concept to life for your best exhibition to date.
