how to stand out at a trade show
Setting up a stand at a business trade event isn’t just about showcasing your products or services; it’s a fantastic opportunity to express your brand identity (who you are) in a way that truly captivates, connects, and transforms visitors into potential clients.
It's essential to give this careful thought well in advance of the event date, as it can take several months to truly perfect. There are so many elements to think about. We'd love to share some insights from a brand stylist’s perspective that you might not have considered, which can make a tremendous difference for everyone strolling by or stopping at your stand.
With hundreds of stands at the event, and some offering the same products or services as you, what will make you stand out so that people will want to come to see you over others? It's essential to use your communication tools effectively. This way, potential clients will receive clear and consistent messages about what they’re investing in and how it can benefit their business.
Let’s explore some areas that will help you excel at a trade show and make a brilliant first impression!
If the idea of designing a trade stand feels overwhelming and you're unsure where to begin, try to imagine a captivating scene in a movie, a room in your workspace or the eye-catching packaging you'd find in a supermarket.
What is the movie about? Describe the scene/your vision.
Whatever is in your imagination, put it all down on paper, including every detail. This is very powerful and helps your ideas come to life. Remember, this is your baby, and you clearly understand what you do, but others may not. Consider how the design will clearly convey what you do.
What is the movie called?
Let people see the name rather than trying to guess, feeling confused and walking away. Does it connect well with the scene?
What makes this movie, your vision, or packaging so brilliant? Why should I go and see it?
Think about what makes you different to others. What gives you the X factor? What matters to you (your values)? How would you effectively communicate this to your audience?
Who is your audience?
This relates to what our stand looks like and how you will come across to them. For example, if you were exhibiting at a careers event for the youth, the feel, sound, behaviour, and overall look would be completely different from those of a business event.
setting the scene
the design
This will be the vision for the scene, stand and story. There are many factors to consider, such as the style, proportions, colour, fabrics, symbols and scale, that will help bring it to life. Consider every detail to ensure its success.
What does it look like?
Draw ideas on paper, use design software, or use props to visualise the space. Make it interesting and catchy for the audience, relatable to your business, and be creative! Select team members who have a good natural sense of vision, or consider reaching out to a brand stylist for assistance.
Incorporate symbols such as tables, tablecloths, banners, props, photos, products, and plants to add visual interest to your business space. Link the chosen symbols to your business’s style and values. Keep in mind that people passing by will notice things at eye level, so consider what symbols and words will be your focus point for your audience to see.
Scale is something people often overlook. It refers to the size of objects, whether large or small. The stand’s dimensions are related to the appropriate size of your symbols. The stand will appear balanced if the scale of the symbols is correct. Ensure that you have enough symbols to occupy the space, but not too many, as this may confuse the audience's eye.
Above, we see a great example of a trade stand.
Meghan has thought of every detail. She has given us clues about the type of person she is and what she stands for, making it easier for us to buy into her. You can clearly see who she is and what she has to offer.
She has used symbols and colours to relate to her audience, being a wedding show. She has done well using the curtains and flowers to fill the space without being too cluttered while also drawing the eye up to her face on the banner. When she's not at her stand, you can quickly get the gist of what she's offering and her personality.
Above, we see an example of a poorly designed trade stand.
The first impression is that not much energy and effort have been invested in this stand. Consequently, people are likely to walk past it. We cannot immediately see what they offer or their personality due to the lack of clues.
They have failed to consider their values, use of colour, and symbols to enhance interest, and have not utilised the space effectively. The background showing, which relates to their product and service, is a dull one and shows a visible plug—hardly exciting.
What you need to be aware of is that humans form impressions with what they see within seconds. We are looking to see if we can trust you, as well as assess your likability, competence, and aggressiveness. We search for clues using our senses. Once our brain has the clues in the mind, your brand has been created! So, it’s up to you to ensure that you give yourself the best chance possible to have people’s perception of you be the one you want them to have.
colours
Using the right colours is essential for the success or failure of a stand. Get it right, and you can attract people; get it wrong, and they will walk on by. Choosing appropriate colours for your brand is vital because colours evoke emotions and shape perception. It’s another clue to showing who you are!
How do you know which colours to choose?
The colours should align with the type of business you have, your audience, your personality and the values you hold.
Consider the colours you choose in a psychological context -
Here we have a shop that sells organic vegetables. Shades of muted, dark, warm greens would be a good choice, symbolising nature and growth.
Selling high-quality fine jewellery would be completely different. Choosing soft, muted, cool shades of pinky purple, would be option. These colours represent luxury, quality, romance and femininity.
Without realising it, people choose colours that they are naturally drawn to, which also link to the colour characteristics of their hair, skin, and eyes.
If you are creative with a bold, strong, and dramatic personality, you will probably like strong, bold colours for your brand. You need to be aware that if you choose these tones, they must be used appropriately. If you use too many bright colours, it distracts from the product and puts people off as not many people have drama in them.
The stand will also look more pleasing to the eye if you choose cool colours together or warm colours together.
Cool colours contain blue, and warm colours contain yellow.
colours
cool colours
warm colours
characters
You cannot have a movie or stand without the characters!
The people behind the brand are often overlooked and not thought about.
What you need to remember is that YOU ARE THE BRAND! This is what people are buying into. It is your unique smile, personality, walk, talk, body language - your reputation.
Having a stand at a show is an opportunity for people to meet you and experience your vision and passion first-hand.
However, before you reach that stage, as they haven’t met you before, you need to prove that you are fantastic at what you do and be remembered positively from the hundreds of stands people will see. But how?
This is done by NON-VERBAL COMMUNICATION. In other words, the messages you are sending out without speaking, which you may not be aware of.
Let’s go back to the beginning. What are your values (how you wish to come across)? For example, let’s choose trustworthy, sophisticated and creative. The idea is to showcase these words through your face, the colours you wear, the clothes you wear and your body language.
WHY DOES IT MATTER?
We are all very visual. Whether we like it or not, we all form opinions on what we see. So, if you want to come across as trustworthy, sophisticated, and creative, we don’t want to see tatty, creased clothing, unkempt hair, worn shoes, or plain black clothing, as it can make you look shifty.
Your work outfit should clearly reflect your brand personality and complement your marketing message. If you get this right, and you leave your stand, people recognise you quickly and remember you.
Style
Whatever your brand, all staff members should present themselves as clean, tidy, and well-groomed, as if they have made an effort. There is nothing worse than approaching a person who has tatty clothes, messy, smelly hair, and dirty shoes. All the work you’ve done with the stand has gone down the drain with that first impression!
They might sound like they know what they are doing, but as we say,
“I can hear what you are saying, but I can’t see it!”
In other words, I won’t buy into your product because I don’t believe you.
Be innovative and original
Don’t look like everyone else by wearing a fleece or boring black top; think outside the box. Wear quality fabrics that sit better on the body, such as cotton blends, due to their breathability.
As everyone is unique, ensure you highlight people’s personalities. This could be reflected with their hair, shoes, watch, waistcoat, and so on. Body shapes are also an important consideration. The clothes must fit them well.
Shoes
As you’re standing all day, make sure to wear comfortable shoes. We don’t wish to see men wearing worn, tan shoes. This doesn’t complement the outfit, and you end up looking like everyone else.
On the left, the lady is giving us clues that she isn’t confident. She is showing this through her facial expression and slouchy body language.
Compared to the lady on the right, who looks pleasing and friendly. She looks confident, as if she knows what she’s doing. She has made an effort with the clues, particularly in her use of symbols - a necklace, nail varnish, styled hair, and subtle make-up.
characters
characters
Makeup
Natural makeup is a must! It’s a no-no to wear none because it communicates that you haven’t made an effort. If you wear loads, this communicates that you look untrustworthy and puts people off.
Glasses
If you need to wear them, ensure they are clean.
Hair
Your hair should be clean and styled.
Visit the hairdresser's two to three weeks in advance to get a fresh haircut and colour.
Do not have hair over your face; people want to see you!
Guys, avoid wearing too much wax, as it doesn’t look natural.
Perfume
Wear subtle perfume or none at all. Overbearing perfume or an excessive amount will deter potential clients.
Colour of outfit
Choose colours that match your brand’s values and products or services. For example, if one of your values is trustworthiness, choose a colour that resembles that.
The colours need to match the person's skin tone to make them look their best, fresh, and well in front of the clients.
For example, if one of your brand colours is pink, then choose the right shade of pink to match your skin tone.
If you are different colour seasons, try to connect with each other. For example, a woman could wear a blue blouse and the man could wear a blue waistcoat.
Avoid wearing black from top to toe! It conceals your personality, appears harsh and serious, and you won't stand out from others.
To determine which colours and styles best suit your brand and staff, we recommend exploring our services.
characters
On the left, the man looks ordinary, beige and bland - someone whom I would walk by. He looks kind and happy but doesn't spark a successful businessman. From our impression, he seems like someone who is not bothered about his image wearing the baggy clothes.
The man on the right, however, looks confident, stylish and someone that looks like he cares about himself. A great example of a smart, casual look to match his style and personality.
the white company
In the photos, we see The White Company. Their vision statement is to be a destination for effortless, stylish living, offering excellent customer care. It's a shame to see the staff wearing black, which is a hard and unapproachable colour that does not link with their brand or ethos.
characters
Voice
Speak confidently and clearly with energy and conviction. Avoid sounding monotone; vary your pitch and tone to keep conversations engaging.
Sound warm and inviting so visitors feel comfortable approaching you.
Be passionate about your product, but avoid being too pushy and sales-conscious. It will put people off.
Body Language
Have an open and welcoming posture with a lovely smile.
Stand upright, keep your arms open (not crossed), and face the crowd to let them see you.
Remove your hands from your pockets and maintain eye contact.
Listen to what the people are saying and give the odd nod of the head to show you are interested.
Do not hide behind your stand by sitting on a chair with your head down, looking at your phone.
Give the visitors a chance to look at your stand; pouncing on them will put them off.
Looking the part at a trade stand isn’t just about appearances—it’s about creating a strong first impression, building trust, and drawing people in. When you combine a polished look with confident body language and a friendly approach, you make your brand memorable and approachable. So, dress the part, stand tall, and engage with energy—because at a trade event, how you present yourself can be just as impactful as what you say!