Exhibition Stand Design Brief: What to Include Before Requesting a Quote

Quick answer

A useful exhibition stand design brief should explain where the stand will be, how large it is, what visitors need to do there, what must physically fit inside it, what the brand should communicate and what constraints the designer must work around.

The clearer the brief, the easier it is to compare ideas and quotations on the same basis.

You do not need to design the stand yourself. Your job is to define the problem the stand needs to solve.

Start with the event details

Include the basics first:

• event name and venue

• show dates

• build-up and breakdown dates

• stand number

• booked floor dimensions

• shell scheme or space only

• number of open sides

• organiser manual or technical pack

• maximum permitted build height

If the organiser has supplied a floor plan, attach it.

Define the business objective

Avoid vague goals such as "raise awareness" on their own.

Explain what success should look like. For example:

• generate qualified sales conversations

• demonstrate a product

• launch a new service

• host existing customers

• book appointments

• collect leads

• recruit staff or partners

• create a strong visual presence in a competitive hall

One stand can support several objectives, but rank them. A stand designed around demonstrations will use space differently from a stand designed around private meetings.

Explain the visitor journey

Describe what you want a visitor to notice first and what should happen next.

A simple visitor journey might be:

1. recognise the brand from the aisle

2. understand the offer in a few seconds

3. see a product or proof point

4. speak to a member of staff

5. complete a demonstration or conversation

6. leave with a clear next step

This helps the designer decide where graphics, counters, screens and open space should sit.

List everything that needs to fit

Be specific about physical requirements.

Include:

• number of staff normally on the stand

• expected visitor numbers at busy periods

• products or samples

• demonstration equipment

• counters

• seating

• tables

• literature

• screens

• storage

• refreshments

• lockable cupboards

• charging points

• waste bins

• product plinths

• accessibility requirements

A visually impressive layout can still fail if staff have nowhere to store coats, cases or packaging.

Describe your branding and messaging

Provide current brand guidelines, logos and approved colours where possible.

Also explain the message hierarchy:

Primary message: what should someone understand from the aisle?

Secondary message: what proof or product category supports it?

Call to action: what should the visitor do next?

Exhibition graphics are read quickly and from different distances. The brief should prioritise the message rather than simply asking for every piece of marketing copy to appear on the walls.

See our exhibition graphics page for display print options.

Include AV and technical requirements

If the stand uses screens, lighting, demonstrations or powered equipment, list them early.

Include:

• screen sizes and quantities

• media players or laptops

• internet requirements

• product power requirements

• additional lighting

• charging points

• audio

• live demonstrations

• cable management needs

These affect layout, electrics and sometimes structural planning.

Be clear about storage

Storage is easy to overlook because it is not part of the customer-facing design.

State what needs to be hidden during the show, including:

• shipping cases

• spare literature

• stock

• staff bags

• coats

• refreshments

• cleaning materials

Even a small integrated cupboard can make the front of the stand feel much more controlled.

State the budget range

A budget is not a creative restriction. It helps the designer put effort into the right elements.

If you do not have a fixed figure, give a working range and explain whether it includes extras such as AV, furniture, venue services, transport and installation.

You can also read our guide to exhibition stand costs.

Add practical constraints

Include anything that could change the design:

• reusable components required for future shows

• transport or storage limits

• products that must be secured

• sustainability requirements

• installation time restrictions

• preferred materials

• mandatory brand assets

• access for wheelchair users

• fire or venue requirements supplied by the organiser

What a good brief allows the designer to do

A strong brief gives the designer enough information to make decisions without prescribing the finished answer.

It should answer:

What are we trying to achieve?

Who are we trying to attract?

What needs to happen on the stand?

What must fit?

What rules and budget apply?

With those points clear, the design conversation can focus on the best solution.

For custom projects, start with our exhibition stand design and build service.