When an organiser steps into the world of exhibitions, the first thing that captures, or loses, the crowd is the layout. Not the fancy screens. Not the flyers. Not even the giveaways. It’s the flow, the setup, the way people walk in and feel part of the experience.
A well-designed exhibition layout can boost visitor engagement by up to 50%. That’s a number worth paying attention to.
For organisers, especially those running tight on time and juggling sponsors, speakers, and signage, getting the exhibition layout right isn’t just a task; it’s a must-have. An engaging space can distinguish between a booth people skip and one they spend time exploring. Whether it’s a trade show, a product launch, or a public event, exhibition layout plays an important role in shaping the mood, guiding foot traffic, and influencing buying behaviour.
Let’s dive into the key elements of creating a smart, engaging exhibition layout that actually works.
START WITH THE FLOW (IT’S ALL ABOUT MOVEMENT)
People like to move in a way that feels natural. If the layout feels like a maze, or worse, a dead-end, people won’t stick around. The aim is to guide them gently without them noticing. Research shows that attendees spend just 3-5 minutes at a stand, so smooth flow helps keep them moving, but not too fast.
Tips to boost the layout flow:
- Keep pathways wide enough for two-way traffic.
- Use light, visuals, or carpet lines to guide direction.
- Create circular or looped routes rather than linear ones.
- Avoid crowd-piling near the entrance; open it up.
MAKE IT FUNCTIONAL FIRST, FANCY LATER
Before adding the bells and whistles, make sure the basics are nailed. Power points, AV connections, storage areas, and seating must be sorted. One of the biggest mistakes? Placing main attractions in hard-to-access corners.
Here’s how to set up a space that works:
- Place key attractions or demo zones near the centre.
- Hide tech setup and storage, but make them reachable.
- Place staff areas in quieter corners, ensuring they can quickly access the stands.
- Use signage that’s clear, not clever, and get to the point.
USE VISUAL ANCHORS
Visual anchors are features that stop people in their tracks. A digital screen playing motion graphics. A towering banner. A central light feature.
Examples of effective visual anchors:
- LED walls with brand animations.
- Hanging signs above large booths.
- Strategic lighting on products or focal points.
- Interactive touchscreens for product info.
And we at EMS Events offer LED screens, digital signage, and lighting setups that can all double up as visual anchors, without blowing the budget.
DON’T NEGLECT THE QUIET ZONES
An exhibition doesn’t need to be loud from wall to wall. A quiet zone helps visitors slow down and breathe. These areas increase the chance of conversations, deal closings, and deeper engagement.
What to include in a calm zone:
- Soft seating with charging points.
- Subtle lighting and acoustic panels.
- Product catalogues or digital kiosks.
- Light refreshments if space allows.
Even a 2×2 metre corner can become a quiet zone with the right layout. Some rental companies in London, like EMS Events, provide modular furniture and dividers for building such spaces on demand.
THINK HEIGHT, NOT JUST WIDTH
Often, the focus is only on how big a booth is, its width, and its floor space. But vertical space is an overlooked gem. Adding height draws eyes from across the venue and breaks the monotony of floor-level branding.
Ways to make use of height:
- Use overhead signage for brand recall.
- Hang lights, speakers, or projection equipment.
- Stack displays vertically with tiered shelving.
- Build tall structures to lead footfall toward specific zones.
A vertical layout also allows brands to share multiple messages without overwhelming a single line of sight. EMS Events provides hanging rig equipment, lighting truss, and even tall shell schemes that are easy to assemble.
ZONE IT OUT, DIVIDE THE SPACE WITH PURPOSE
Not all visitors are here for the same reason. Zoning the space gives them direction. It makes big events feel manageable. Done right, zones turn chaos into clarity.
Common zoning ideas:
- Product demo zone.
- Networking area.
- Help desk or info hub.
- Sponsor highlight area.
- Stage or presentation section.
Zoning helps people move from one interest point to another. EMS Events provides shell schemes, modular booths, and branded partitions to create zones quickly and cleanly.
PLAN FOR AV AND TECH EARLY
No one wants to see tangled wires or panic over mic feedback. AV is not a plug-and-play setup; it needs planning from day one. AV gear plays a central role in your layout, from screens to speakers to live translations.
Checklist for AV layout planning:
- Screen placement should avoid glare or shadow.
- Speaker placement must avoid echo zones.
- Cables should be hidden but accessible.
- Power backups must be considered.
- Keep the tech check area close to the action, but discreetly tucked away.
EMS Events rents and installs full AV solutions, from interpretation systems to projection mapping, to ensure the tech works flawlessly with your space.
KEEP BRANDING CONSISTENT, BUT NOT OVERWHELMING
Yes, your logo is important. But plastering it on every surface can feel heavy-handed. Use branding as a guiding thread, not a flashing billboard.
Tips for tasteful branding:
- Keep colours consistent with your palette.
- Use one large hero message rather than lots of text.
- Let the product speak; use branding to support, not dominate.
- Avoid clutter, leave some breathing space around visuals.
EMS Events also offers graphic printing, backdrops, and digital content support to ensure your branding fits the space, not fights it.
MEASURE, ADAPT, REPEAT
One size never fits all. What worked in one venue may flop in another. After every exhibition, it’s important to review the layout results. Track how many people visited each section. Note where they stopped and where they skipped.
Ideas to measure layout effectiveness:
- Heat maps of visitor movement.
- Feedback via QR-code surveys.
- Time tracking at key stations.
- Engagement data from screens or devices.
This feedback loop helps you adapt your next layout, and EMS Events can support you with post-event analytics, too.
READY TO TRANSFORM YOUR EXHIBITION SPACE?
An exhibition isn’t just about being seen. It’s about being remembered. The right layout makes your space work harder for your brand, team, and guests.
EMS Events is your full-service partner for crafting that space from AV rentals to booth hire, shell schemes, lighting, interpretation tools, screens, and setup. We manage the lot, so you don’t have to. Whether you need a custom layout or just want help making your zone flow better, our team has done it all and seen what works.
Make your next event unforgettable. Hire EMS Events today. Your space. Your story. Our solutions.
