What Information Should You Put on an Exhibition Stand?

An exhibition stand has only a few seconds to make an impression. Visitors are walking past competing brands, speaking to colleagues and deciding where to spend their time, so your display needs to make one thing clear quickly: what you do and why they should stop.

The most effective exhibition stands do not try to say everything. They use a clear brand identity, one strong message, a small amount of supporting information and a simple next step for the visitor.

Whether you are designing a roller banner, pop-up display, exhibition counter or full stand, this guide will help you decide what to include.

Start With One Clear Objective

Before you write a headline or choose an image, decide what you want your exhibition stand to achieve.

You might want to:

Generate sales leads
Book product demonstrations
Launch a new product or service
Encourage visitors to scan a QR code
Build awareness of your business
Collect newsletter sign-ups
Promote a specific offer
Invite visitors to speak to your team
Direct people to a website, brochure or event page

Your objective should shape the message on your stand.

For example, if your goal is to book demos, the display should focus on the benefit of the product and a call to action such as “Book a demo today”. If the aim is to raise awareness, you may need a clearer explanation of what your business does and who you help.

Try not to give visitors too many different actions. A stand that asks people to scan a code, join a mailing list, follow you on social media, download a brochure and book a meeting can feel confusing. One clear action is usually more effective.

Your Logo and Brand Name

Your logo should be easy to find and easy to recognise.

For most displays, this means placing it towards the top of the graphic, where it is visible above people’s heads, counters, furniture and brochures. On a larger pop-up backdrop, your logo may sit prominently at the top centre or top corner. On a roller banner, it should usually be placed in the upper section.

Make sure your logo is:

High resolution and suitable for print
Large enough to be seen from a distance
Used in the correct brand colours
Positioned away from edges, joins and areas likely to be obscured
Supported by a clear background where necessary

Your logo tells people who you are. It does not always explain what you do, which is why it should be supported by a strong headline or short value proposition.

A Clear Headline

Your headline is often the most important part of your exhibition stand.

It should explain the main reason someone should pay attention. Keep it short, benefit-led and easy to understand from a distance.

A useful test is this: could a visitor walking past understand the main message in three to five seconds?

Instead of using a vague headline such as:

Innovative solutions for modern businesses

Try something more specific:

Make payroll simpler for growing teams

Or:

Exhibition displays made simple

Or:

Bespoke software for better property management

The exact wording will depend on your business, but the principle remains the same: say what you do, who it is for or what outcome it helps create.

A Short Supporting Message

Once your headline has caught someone’s attention, a short supporting statement can provide useful context.

This might explain:

Who you help
What problem you solve
How your service works
A key point of difference
The main benefit of your product
Why visitors should choose you over an alternative

For example:

‘We help independent retailers manage stock, sales and suppliers in one simple system.’

Or:

‘Portable, reusable exhibition displays for events, retail and promotions.’

Or:

‘Cut reporting time and make faster decisions with automated business dashboards.’

Keep it brief. Your stand is not a brochure. You can explain the finer details once a visitor has stopped and started a conversation.

Your Key Benefits

If your stand has enough space, include a small number of benefits that support the headline.

Aim for three short benefit statements rather than a long list of features. The benefits should be easy to scan and written in plain language.

For example:

Set up in minutes
Lightweight and easy to transport
Reusable for multiple events

Or:

Reduce admin time
Improve visibility across your business
Make confident decisions faster

Or:

Printed in the UK
Fast turnaround available
Expert artwork support

Try to lead with outcomes rather than technical detail. Visitors are more likely to care about what a product helps them achieve than a long list of specifications.

If you need to include technical detail, pricing, case studies or a full product comparison, make that information available through a brochure, staff conversation, touchscreen or QR code rather than putting it all onto the main graphic.

A Strong Image or Visual

A good image can make your stand easier to understand and more memorable.

Choose an image that supports the message rather than filling empty space. It could be:

Your product in use
A person who represents your audience
A clear before-and-after visual
A strong campaign image
A close-up product shot
An illustration that explains a complex service
A visual that reinforces your key benefit

For a product-based business, showing the product in use can be more effective than using a generic stock image. For a service business, an image should help visitors understand the outcome you provide or the type of customer you serve.

Always use high-resolution imagery. A small image that looks sharp on a laptop screen may look pixelated when enlarged for a roller banner, pop-up stand or large exhibition backdrop.

Avoid using too many images. One impactful visual is often more effective than several smaller images competing for attention.

A Clear Call to Action

A call to action tells visitors what to do next.

It may seem obvious, but a simple instruction can make a significant difference. Rather than leaving people to guess how to engage with you, give them a clear reason to take the next step.

Your call to action could be:

Talk to us today
Book a free demo
Scan for a free guide
See the product in action
Ask us about your next project
Claim your exhibition offer
Get a free sample
Book a consultation
Enter our prize draw
Download the brochure

Choose one main call to action and make it visible. It should connect directly to your exhibition objective.

For example, if your stand is designed to generate demo bookings, “Book a demo” is more useful than a vague phrase such as “Find out more”.

Should You Include a QR Code?

A QR code can be a useful addition to an exhibition stand when it gives visitors a quick, worthwhile next step.

It could take them to:

A product demonstration
A booking page
A downloadable brochure
A special exhibition offer
A lead-capture form
A case study
A competition or prize draw
A product configurator
A show-specific landing page

The important point is that a QR code needs a reason to be scanned.

Do not simply add a code with “Scan me” beside it. Tell visitors what they will get. For example:

Scan to book a 15-minute demo
Scan for the full product brochure
Scan to claim your exhibition offer
Scan to see our latest case study

Place the QR code where it can be reached and scanned comfortably. A code on a counter can work well for people already speaking to your team. A larger code on a backdrop or roller banner can work for visitors who are passing by, provided it is clearly visible and not surrounded by busy design elements.

If you use a QR code, make sure the page it leads to works well on a mobile phone. Ideally, create a dedicated exhibition landing page rather than sending visitors to a general homepage.

Contact Details and Website Address

At a minimum, include a website address so visitors can find you after the event.

Depending on your business and the purpose of the display, you may also include:

Email address
Phone number
Social media handle
QR code
Stand number, if used around a large venue
Product name or campaign URL

Keep contact details clear but do not let them dominate the design. Your website is generally more useful than a long list of contact information, particularly if you are using the stand at multiple events.

If the design includes a QR code, use a short, easy-to-read web address as a backup for anyone who prefers not to scan.

What to Put on a Roller Banner

A roller banner has limited space, so simplicity is especially important.

A strong roller-banner layout usually includes:

Your logo at the top
One clear headline
A short supporting message
One high-quality image or visual
Three short benefits, if required
A call to action
A website address or QR code at the bottom

Think of the design in vertical sections. The top should be visible from a distance, the middle should explain your offer, and the bottom can contain contact details or a call to action for people who are standing close by.

Avoid placing your main message too low on the graphic, where it may be hidden by furniture, bags, people or a counter.

What to Put on a Pop-Up Stand

A pop-up stand gives you more space, but that does not mean you need more words.

Use the extra room to create a stronger visual impact. A good pop-up display can include:

A large logo
A central headline or value proposition
One main image or visual concept
A short explanation of what you do
A small number of benefit statements
A clear call to action
A website address or QR code

If you have several panels, do not treat each one as a separate leaflet. The entire stand should work as one design when viewed from a distance.

Try standing several metres away from the artwork on screen or print. If you cannot quickly identify the business, the main message and the next action, simplify the design.

What to Put on an Exhibition Counter

An exhibition counter can be both practical and promotional.

The counter graphic is usually best used for simple branding rather than detailed information. A large logo, a short message, a product image or a QR code can work well.

You may also use the counter to hold:

Brochures and leaflets
Product samples
A tablet for sign-ups or demonstrations
A lead-capture device
Business cards
A small giveaway
A tabletop sign with a specific call to action

Keep the counter surface tidy. Too many leaflets, cables, personal bags and empty cups can make an otherwise professional stand feel cluttered.

What to Put on a Tabletop Display

A tabletop display works best when it supports the conversation happening at the table.

Use it to create a visual backdrop behind your brochures, samples or laptop. Include your logo, headline, short message and a clear visual, but keep important information high enough to remain visible above the table.

Tabletop displays are often used at recruitment fairs, networking events, small conferences and table-based exhibitions. In these settings, visitors will usually be closer to the display, so you can include slightly more detail than you might on a large aisle-facing backdrop.

Even so, keep the main message simple and avoid covering every inch of the design with text.

What to Put on Outdoor A-Frame Signage

An A-frame sign should be readable quickly by people walking past.

Your message should be short and direct. You may want to include:

Your business name or logo
A clear offer or directional message
A product or service headline
An arrow showing where to go
Opening hours, where relevant
A simple call to action
A QR code, if visitors are likely to stop and scan

Examples include:

Coffee and cake this way
Visit us inside for a free consultation
Open day today
Exhibition entrance this way!
Ask about our launch offer

If the sign will be viewed from a distance or by moving footfall, avoid small body text and lengthy explanations. The aim is to get attention and encourage the next action, not to communicate every detail.

Common Exhibition Stand Mistakes

A stand can look busy and expensive without communicating anything useful. Avoid these common mistakes.

Too Much Text

Long paragraphs, full service lists and detailed product descriptions are difficult to read in an exhibition environment.

Focus on the headline, key benefit and next step. Save the rest for the conversation, brochure or landing page.

Several Different Messages

Trying to promote every product or service at once can make your stand difficult to understand.

Choose one main message. Supporting displays, brochures or staff conversations can cover other services once a visitor has engaged.

A Vague Headline

Phrases such as “Creating better futures” or “Solutions that deliver” may sound polished, but they do not tell a visitor what your business actually does.

Be specific. Use clear language that explains the product, audience or outcome.

Poor-Quality Images

Images need to be large enough for print. A low-resolution image can look blurry or pixelated when used on a banner or backdrop.

Always check image resolution before approving artwork.

No Clear Next Step

If a visitor likes your stand but does not know what to do next, the opportunity can be lost.

Use a clear call to action, a QR code, a brochure, a product demo or a welcoming member of staff to move the conversation forward.

Designing for a Screen, Not the Exhibition Hall

Artwork often looks very different at full size. Small text, weak contrast and overly detailed graphics may look fine on a computer but become hard to read in a busy venue.

View your artwork at a reduced size and test whether the headline is readable from a distance. Good exhibition messaging is designed in layers: brand recognition from far away, the core message from mid-distance and details or calls to action once someone stops at the stand.

A Simple Exhibition Stand Content Checklist

Before approving your artwork, check that it includes:

A clear logo or business name
One main headline
A short explanation of what you offer
Relevant benefits or proof points
A strong image or visual
A clear call to action
A website address, QR code or another route to contact you
High-resolution imagery and logos
Clear, readable text
Enough empty space for the design to breathe

Most importantly, ask someone unfamiliar with your business to look at the design for five seconds. Then ask them what your business does and what they think you want them to do next.

If they cannot answer clearly, simplify the message.

Need Help With Your Exhibition Artwork?

A well-designed exhibition stand can help you attract attention, start better conversations and make the most of the time and money you invest in an event.

The best displays are clear rather than crowded. They combine a recognisable brand, one compelling message, a useful visual and a simple call to action.

If you need help choosing the right format for your event, read our exhibition design tips article. For practical support with your graphics, contact Shape Display to discuss your exhibition stand and artwork requirements.