Fairs are an open market environment where companies from various sectors aim to expand their customer portfolio by introducing products, services and new technologies within an organization. It is a market where they aim to be the preferred company in a competitive environment by informing and influencing customers and directing their selection decisions, and thereby increasing their profit share. There can be organizations of various sizes in the country or abroad, or it can be held as an organization where only the producer companies in one sector come together and compete with each other. This market environment is very beneficial in terms of promoting the product or brand through promotion, information and influence. Because it allows the authorized and technical personnel of the company and the customers to come together and interact with each other. It creates an environment for mutual exchange of ideas. While the company has a very good advertising and promotion chance to promote its product or brand, on the other hand, customers will have the opportunity to make the right choice by comparing the products of various companies. In this respect, fairs gain a very active market view. Firms carry out their promotions in the fairgrounds allocated to them in configurations called stands. In other words, company officials leave their current environments such as factories, promotion offices, and services and present their activities at the stands set up in the place allocated to them in the fair area. Stands can be designed for multiple purposes, depending on the purpose of construction or the material used. But no matter how it is structured, the main thing is the design of the exhibition stand. This design must satisfy at least the following.
-It should allow the company to promote its own product in the most effective way. - Must be able to attract the attention of the customer base -It should be located in the fair area that will allow it to be more prominent than other companies and provide superiority - MUST have enough PHYSICAL properties for promotional activities -It should have an impressive aesthetic structure and a visual appearance.
Because the first and most effective means of directing and influencing the visitors or customers of the companies that come together to compete in the fairground is the striking effect that the prepared stand will have on them. For this reason, it is of great importance to effectively present the Stand Design and Visual presentations within the stand. An effective stand design can only be realized by professionals who are trained and expert in visual communication design and graphic arts.
The most important aspect in the design of the stands is the appearance. The structure of the stand, its appearance, cleanliness, the colors used, the positioning of the images, the positioning of the products on the stands, the provision of ambient light, the physical appearance of the promotion staff, the liveliness in their eyes and their self-confident stance, the clothes designed for the fair, etc. it is all about the design of physical properties so as to make a striking impact on the customer. Of course, this physical harmony should also be colored by the spiritual beauties of the promotional elements. We can express this idea as the stand should be striking. Stand size and modularity should be sized to match the number, volume or display of the product or service to be promoted. A stand with a physical size that is not supported by enough product, banner or slogan visuals has no chance to affect it. A stand designed in the most suitable size for the selected area with sufficient size to provide products, services and consultancy is always more effective. We can express this idea as a properly sized stand design with sufficient space is much more effective. The design of the stands should be functional in order to provide the expected benefit from the fair. The path that the customer will follow from the moment he steps into the stand until he leaves the stand, - provide the opportunity to get to know the product and the brand, - provide information opportunities - should provide the opportunity to show their superiority over other products in the sector - Answering all customers' questions -must be felt an atmosphere of peace and security - should allow effective communication A design that will provide solutions to the above issues can always be effective. The designed structural features of the stand should facilitate the issues and approaches of company promotion personnel to consult, promote or assist. The customer should feel comfortable and should be able to reach the product catalog/brochure for which he/she wants to get information when he/she needs it and be able to contact the company promotion officer immediately. If this is a company in the food industry, it may be beneficial to include the product offering and satisfaction in the stand section where the product being promoted, or if it is another product, a promotion about it may be beneficial. We can express this idea as the stand should be functional. In the design and preparation of the stand, the slogans that highlight the corporate identity of the company and the visuals about the products or brands are of great importance. Banners, which will enable to effectively present the desired message for the products from these images, are known as a very important marketing method. Banners with simple, easy-to-remember images and slogans, equipped with effective color use and writing techniques have always been used as a tool to impress the customers and will continue to maintain their importance in the future. They can be used as printed paper as well as visualized and presented on electronic media.
Posters are in constant interaction with the society in terms of promoting products or services and informing them. It either attracts the customer or causes rejection. Effectively designed and prepared posters direct individuals or societies and affect or even change decision mechanisms. As they can be used for propagand purposes, posters are also used as the most effective advertising tools. It causes the consumer's desire and desire to buy and own. For this reason, it has always been an accepted method that posters are indispensable visual promotional tools for stands. Banners, shaped in the hands of a trained and experienced designer, will continue to be an effective advertising tool with the simplicity of the stands to best inform, impress, and catchy with the customer.
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