The main goal of an exhibition stand is to attract and retain visitors. When briefing an exhibition designer or contractor it is important that this main aim is kept in mind – it is important that the stand looks good and is on brand, but this in itself won’t drive the punters….
What is needed is a method of getting people out of the aisles and onto the stand engaging with the brand. A good way to think of this is by creating ‘touchpoints’.
Touchpoints are crucial moments in which visitors will engage with your stand, and make judgments upon your brand. It is important that when you are in the design process to consider touchpoints that will best communicate your brand to visitors.