We think of Designers of all stripes as innately creative but good design is rooted in theory and discipline. Quadrant2Design, a leading exhibition stand design and build contractor, have a full suite of designers, and partners with a broad range of companies from a variety of sectors to produce bespoke Exhibition Stands for events across Europe.
Quadrant2Design creates exhibition stands entirely in-house and designs product displays, the structure and layout of the stands, lighting, and the graphics themselves. The team is comprised of product designers, specialist spatial designers, graphic designers, visualizers, and technical designers who work together to take the idea from concept to reality.
All Quadrant2Design Exhibition Stands are built within a highly sustainable graphics-based modular system. The proprietary Prestige Events System is highly flexible and can host an array of features set within a 100% graphic look that extends to unique photo floors. Stands are designed to be reconfigured to future layouts and sizes. New features and graphics can be added with ease.
The busy and highly collaborative Design Studio at Quadrant2Design produce up to 600 unique, bespoke exhibition stands every year. They cater to every client need; creating bespoke product displays and every imaginable permutation of stand design within a given space. The Artworkers are experts in large format graphics and a team of Design Consultants advise clients on how the look, use of space and features of an exhibition stand can deliver the greatest return of investment at an event.
The studio is a place where creativity is nurtured and the team have a license to push boundaries to stay relevant and fresh. However, when juggling the demands of a client’s brief, venue and health and safety restrictions and event organiser demands while working with a reusable system that must be ripe for reconfiguration, it’s essential that best practice and theory anchor the team.
Some of the design team have offered some theoretical principles they stick to in order to keep designs on track.
1) Jessica Morrison, 3D Designer
When creating a design proposal; I work to the rule of 3. I work with two main brand colours plus a third implanted to break them up and soften the look. Even when adding furniture to an exhibition stand design I try to stick to working in threes; three tables with three chairs or a bar with three stools. There is a balance to working in threes that sets the right tone when demonstrating space and zones.
2) Wiebke Carvell, Exhibition Stand Design Consultant
Consider the most important part of your stand from a feature to host new products to a dedicated meeting area and work around it. Create interest using structural shapes and different heights as well as lighting effects. Keep stand spaces open and inviting. Do not overload a space with gimmicks; interactive features can lead to footfall but not quality leads. Often less is more. High-quality lifestyle imagery, a vibrant photo floor, well-designed lighting, structural detailing, and product displays that are integrated into a graphic look are what really make an impact in an exhibition hall.
3) Maria Willis, Graphic Designer
To help clients draw attention I always advise the message conveyed is about their product or service’s point of difference. I try to make sure their customers know very clearly “what’s in it for them”! Visuals should be engaging but logical. Images and branding should support the point of different messages. Knowing an exhibition walk-by is short; I encourage clients to stick to three main points. First, a headline. Second, the message. Third, the call to action. The call to action (CTA) should be the final item on the ‘visual journey’ and put the onus on the viewer to take action; be that entering a competition, scanning a QR code or booking a meeting.
4) Tracey Jordaan, Spatial and Graphic Design Consultant
Exhibition stand design is very different to anything else you may have previously experienced. Tricks and tips picked up from good brochures, web or interior design will not translate to this 3D functional space that is sandwiched between hundreds of brands and products screaming for attention. Use crisp, clear imagery; high quality and vector. Large-format printing will magnify imperfections; what has worked for brochures or business cards will not necessarily work for large graphics. Do not underestimate the importance of perfect text alignment and clear, legible fonts. Both of these can have a dramatic effect on your design. Finally, don’t be afraid to use negative space to help features stand out.
