Consumer and trade shows are brilliant opportunities to boost your brand, meet potential clients, and generate sales. But how do you ensure you stand out with the hundreds of stands competing for attention? The answer lies in an exceptional exhibition stand design.
The challenge is communicating your vision clearly to your designer. Whether you have a specific idea or need help developing one, a clear, detailed design brief is the solution.
Let us help to brief your exhibition designer effectively.
Why Is A Design Brief So Important?
A design brief is the foundation of your exhibition stand. It tells your designer what you want, need, and expect. A poorly written brief can result in a stand that doesn’t match your goals or budget. On the other hand, a clear, concise brief ensures your designer creates something amazing on time and on budget.
Pro Tip: A well-structured and clear written brief saves time and avoids endless revisions. This way, you can achieve your goals (An exceptional exhibition stand).
Step-By-Step Guide To Brief Your Exhibition Designer
Follow these steps one by one to brief your exhibition designer:
Step 1: Start With The Basics (The 5 W’s)
Before diving into the details, cover these 5 key questions (known as the 5 W’s) every designer needs to know. The 5 W’s are essential questions that help you create a solid foundation for your brief. They include:
1. Who
Who are you? Share a short overview of your company, products, and services. Avoid overwhelming your designer with unnecessary details. Skip the long history or internal structure. Stick to what’s relevant to the designer.
For Example, you can brief like this: “We are XYZ Solutions, specialising in tech-driven gadgets for professionals.”
2. What
What are you exhibiting? Are you showcasing products, offering services, or launching something new?
You can say“, We’re promoting our new eco-friendly kitchenware range and want to give the audience a live cooking demo.”
3. Where
Where is the event? Include the venue, event name, and your stand location.
4. When
When is the exhibition? Give your designer a clear timeline. It will give designers ample time for design development, reviews, and final tweaks.
Quick Tip: Rushed timelines = Compromised designs. Must give designer breathing room to deliver their best.
5. Why
Why are you exhibiting? Define your goals: brand awareness, lead generation, sales, or networking.
For example, you can brief: “Our primary goal is to generate 200 quality leads and build awareness for our new product line.”
To cover up the overall 5 W’s, you can shortly brief like the example mentioned below:
We are [XYZ Company], exhibiting at [XY Event] on [Date]. Our main goal is to generate leads and promote our upcoming products.
Step 2: Define Your Target Audience
Your exhibition stand needs to appeal to the right people. Clearly outline your target audience. So your designer can tailor the stand to attract them.
- Are they business professionals, students, or families?
- What are their interest or needs?
- What kind of visuals, colours, or messaging will resonate with them?
For example, our audience is business professionals aged 30-50 looking for innovative solutions.
Step 3: Know Your Space
Your stand’s size and location impact the design. Share the following details with your designer:
- Total Stand size (e.g., 3x3m, 6x6m)
- Location in the venue (Corner, island, or inline stand)
- Any restrictions from the organiser (height limits, rigging rules)
- Access to power, water, or rigging support.
Quick Tip: Check with the event organiser for exact specifications to avoid surprises.
Step 4: Choose The Right Type Of Stand
There are three main types of exhibition stand:
| Stand Type | Description |
| Custom Stand | Fully bespoke and designed to fit your brand’s vision perfectly. |
| Modular Stand | Flexible and adaptable, great for medium-sized spaces. |
| Shell Scheme Stand | Basic Structure with limited customisation. |
Discuss with your designer which stand type best fits your goals and budget.
Step 5: Outline Your Visuals & Features
This is where you bring your stand to life. Share your ideas and preferences for:
- Branding: Logo placement, brand colours, and key messaging.
- Graphics: High-quality visuals, product images, and banners.
- Flooring: Carpet or raised flooring? Custom patterns or plain?
- Lighting: Spotlights, LED strips, or hanging lights to highlight key areas.
- Furniture: Chairs, tables, shelves, or storage.
- Audio Visual: Screens, speakers, tablets, or VR elements.
Pro Tip: A mix of bold graphics & clever lighting can instantly grab attention.
Step 6: Set A Realistic Budget:
Your budget determines what’s achievable. Be honest and clear about how much you can spend.
- Prioritise key features like Graphics, lighting, or interactive displays.
- Include Costs for setup, dismantling, and additional exhibition equipment hire.
For Example, you could say, “Our budget is £10,000, and we are focusing on a bold design with interactive screens.”
Step 7: Add Realistic Goals & Metrics:
Define what success looks like for you. Is it:
- A certain number of leads?
- Product demonstrations completed?
- Brand awareness through visitor engagement?
Sharing these goals helps your designer create a stand that delivers results. Also, give your designer a brief about your primary goal.
For example, you can say, “We aim to capture 200 leads over two days and complete 50 product demos.
Step 8: Include Real Time Examples Or Inspiration:
Show, don’t just tell. Share examples of exhibition stands you love (or dislike) to give your designer a clearer vision.
- Include photos, sketches, or Pinterest boards.
- Highlight specific features you like, such as lighting or layouts.
Pro Tip: A picture speaks a thousand words, so visuals strengthen your brief.
Step 9: Communicate Clearly & Collaborate:
A good design brief is just the beginning. Maintain open communication with your designer throughout the process:
- Be available for feedback and revisions
- Share constructive suggestions if something doesn’t meet your expectations.
- Trust their expertise; designers bring creative solutions you may not have considered.
Now, you have the exact steps to brief your exhibition designer like a pro. From designing your goals to sharing visuals and staying within budget, you’re ready to create a stand that turns heads and delivers results.
Conclusion:
A detailed design brief ensures your exhibition stand ticks all the boxes with eye-catching visuals, functionality, and brand appeal. Whether you’re a first-time exhibitor or a seasoned pro, investing time into your brief is a must.
Need help designing and setting up your exhibition stand? EMS Exhibition is just a call away. From custom stand designs to AV equipment hire, we provide everything you need to stand out at the exhibition or trade show.