South Africa, Sept. 5 -- In that brief window, colour, lighting, layout and signage determine whether a brand stands out in a crowded hall or fades into the background.

The stand as strategy

While building a booth may seem straightforward, designing one that attracts and retains attention is a strategic exercise.

A well-conceived stand is more than aesthetics - it aligns with a company's objectives, directs traffic flow, facilitates private discussions, and creates memorable engagement.

With marketing budgets under pressure, exhibition spaces must justify their value. For exhibitors, that means focusing on return on investment (ROI) and ensuring that every element of a stand - from visitor experience to co-exhibitor management - suppo...