What Should the First Section of a Stand Facing the Aisle Tell the Visitor?

In the section of a stand facing the aisle, three things are meant to be readable: the brand name, what the company does, and a hint of what is inside. This is where the visitor forms a first perception of the company and brand, and that perception is one of the factors behind the impression of the company's quality. The commercial decision is made months before the fair; what forms in the first seconds is perception, and it influences the conversation that starts inside the stand.

What should be visible in the first section

The section facing the aisle makes the following readable:

• A large, readable brand name or message
• A short statement that describes the company's work directly
• A hint of what is inside

The job of this section is to make what the company does readable at first glance; detail is explained inside the stand.

How the first section relates to the rest of the stand

Before reaching the meeting room, the product area or a technical presentation, the visitor sees the section facing the aisle. The stand is designed so that brand and message continue in the same line inside, which allows the visitor to link what they saw first with what they find in the interior. The weight of the three elements varies with the company and its goals for taking part in the fair, so the aisle-facing section is handled separately in each project.