Deciding on the right exhibition stand size can be challenging. Bigger doesn’t always lead to better, and smaller doesn’t always mean budget-friendly.
The answer lies in identifying exactly what you want your customers to feel and experience and everything you need to achieve that. Many businesses make the mistake of either going too big -spending more than they need to – or too small, limiting their brand’s presence.
Your exhibition stand is your brand’s arena. It’s where you announce what you offer and why people should care. So, what does stand size have to do with anything? Imagine listening to a panel discussion in an uncrowded, open space with plenty of room to move around and interact. Now, picture the same conversation in a busy, intimate setting. The message remains the same, but the way it is perceived and understood might feel completely different because of the setting in which it was delivered.
Stands that are too big risk running over budget, draining your resources, and having to manage an uninviting space. On the other hand, opting for an exhibition stand size that’s too small, can limit branding opportunities, reduce visitor engagement and make it harder to accommodate staff comfortably.
It comes down to prioritising strategy over size. The best stand for your brand should support your goals, attract and engage your target audience, and work within the event’s specifications.
Determining the right exhibition stand size can make or break your event presence, yet many businesses get it wrong – these are the mistakes you want to avoid:
We understand the importance of competitor analysis, but replicating what your competitors do isn’t a strategic decision unless backed by evidence. Every business has different budgets, goals, and target audiences, so following what competitors do without definitive data can easily steer you off course.
Crowds attract attention, but let’s be honest – when a space feels congested, people focus more on getting out than on your brand. If visitors can’t move and explore at their own pace, they won’t hesitate to move on. It’s essential to outline your customer’s journey, recognising where they’ll enter, how they’ll explore and interact with the space, and what will keep them interested at each step.
You’ll need a space that inspires conversations, this might be through a private meeting room or perhaps an inclusive area designed for casual networking. Consider adding comfortable seating options, quiet areas, and adaptable layouts for group interactions and one-on-one meetings.
To make your brand unforgettable, your exhibition stand should focus on a design that demands attention. Use stand-out colours, creative lighting, and bespoke design elements to make your stand memorable from any distance. It’s also important to consider the placement of your branding, ensuring your logo and focus messaging are distinctly recognisable from all angles.
Mapping out how you will use every corner of your space is essential for product showcases and demonstrations. Visitors need space to follow the demonstrations and engage without blocking walkways or crowding the space.
Larger stands need more of your budget – not just in rental fees but in the design, build, and logistics that are required. Setting a realistic budget for your stand lets you design with purpose, helping you make smarter choices without financial worry. Your budget should take into consideration:
Every venue has different space restrictions, ceiling heights and access points that can impact your design. The event spec will highlight important details like the stand size allocation, height limits, rigging allowances, and branding regulations. If you don’t check these in advance, you could spend time and money on a stand that doesn’t meet regulations and doesn’t convert.
How will people move through your stand? Think about what you want visitors to do and where you want them to go. A stand with multiple entry points is great for attracting more footfall but requires additional staffing. A single-entry point works oppositely, it allows you to control where guests move but can cause a hindrance to traffic flow during busy periods.
Space allocations will differ between different events, so it’s important to understand your options before choosing an exhibition stand size.
Size isn’t the only aspect to consider – the style of the stand you choose also influences budget, build, and customer journey.
Instant and low-cost, ideal for brands exhibiting in small spaces. Pop-up stands are available in several configurations, such as curved pop-ups and straight configurations. The most popular dimensions for pop-up stands are 3×3, which are easy to set up and have a good amount of space to work with.
Typically found in size 3×3, these pre-built structures are provided by event organisers. Great for businesses who need a simple, branded space without custom-built elements. These stands can be modified with a graphic wrap and other branded elements, such as display units.
Flexible, reusable, and customisable. Ideal for brands attending multiple events who need a scalable, professional setup. Modular stands are often designed on a 3×3 base but can grow through additional elements. Why are modular exhibition stands cost-effective? eventindustrynews.com discusses the benefits of modular stands, mentioning that traditional exhibition stands, which are designed with specific floor space in mind, might seem like the cheaper option, but having to repurchase these stands for each exhibition builds up quickly.
Fully bespoke, designed to make an impression. Custom-built stands allow for unique layouts, impressive visuals and exclusive features such as immersive product displays. These stands are effective for businesses looking to make a strong impression at tradeshows and exhibitions.
Double-storey exhibition stands are a bold way to make an impression at events and exhibitions. With a second level, you have extra space for meeting rooms or large-scale product demos – while making your brand powerfully obvious from across the exhibition hall. Perfect for businesses who want to be seen, remembered, and taken seriously.
Determining the right exhibition stand size isn’t about finding the biggest space that fits into your budget. It’s about balancing your goals, budget and customer satisfaction. Partnering with Envisage means choosing a team that understands your brand and objectives before you commit to a space.
Make your space work for your brand in any dimension. Get in touch today.