This chapter gives tips to keep in mind when preparing for a fair and planning the design of the stand.

1. Select the right and purposeful location for the stand. A good and noticeable location in all possible subsections significantly impacts the productivity of taking part in the fair.

2. Plan your stand to impact all senses of the potential visitor. Test the impact of the stand design on some neutral expert outside of the sector.

3. Be afraid to lose attention. Stand out and be open to interaction, when you make contact, focus only on the interaction and if possible, take the interaction to a personalized level.

4. Keep the design simple but functional. A stand with too many opportunities diverts the visitor’s attention. Place the right accents and change them with the display if necessary. Clients spend a longer time in a comfortable and well-organized environment. NB! Take cultural and linguistic differences into account!

5. Create accents and use colours, but keep them at a minimum. Especially avoid overdoing it when designing simpler and shorter stands.

6. Highlight the exhibited product. Only present the best and newest of your product selection. Avoid overdoing it. If you want to promote several products, distribute them over several days. Also keep an eye on what competitors are doing.

7. Use large and clear visuals, life-size images and high-resolution photos in design and graphics. The prerequisite is logos made with vector graphics and high-resolution photos and graphic materials. Use a professional photographer if necessary. An online environment is much more critical regarding poorly prepared materials.

8. Use only very good materials to display videos. Do not use video solutions at low resolutions where the visually unattractive image does not let the message reach the client and spoils all your efforts. Use a professional video operator if necessary. An online environment is much more critical regarding poorly prepared materials.

9. Improve the stand with interesting and relevant content. A stand with no content does not attract attention and does not generate trust.

10. Use short texts and consider the language environment. Place the focus on one or two specific messages. Try to avoid nuanced and extensive text. Do not use several different fonts on the stand. Put longer informative messages in separate sections or downloadable materials and keep the general picture of the stand topical, but simple and informative.

11. Be afraid to make mistakes which may damage the company’s reliability and reputation. They make take a lot of time and energy to make up later. Use the help of professionals to prepare materials.

12. Be creative and willing to ask a specialist. Trust professional advisers, inform them of your wishes and thoughts and cooperate with them in every way. Each euro you spend will be earned back several times.