Designers must understand that exhibition design is an important part of exhibition work, but it is not the whole of exhibition work; It must be understood that exhibition design is not the purpose of exhibition, but only the means to realize the purpose of exhibition; It must be understood that exhibition art expresses abstract exhibition intention by concrete means, and then the exhibition function cannot be obliterated by art.

1. Purpose principle

Exhibition planning begins with the selection of exhibition goals, and is implemented in the realization of exhibition goals, which is reflected in every design detail. Following the purpose principle, designers should handle the following relations:

(1) Handle the relationship between exhibitors and designers.

Exhibition design requires designers not to create a work of art according to their own ideas, but to use technology and creativity to reflect and express the intention, style and image of exhibitors, so as to achieve the desired goals and effects of exhibitors.

(2) Handle the relationship between art and exhibition.

No matter what design techniques and techniques are adopted, no matter what background (including booths, props and decorations) are adopted, the protagonists are all booths and exhibits, and it is not allowed to pretend to be the owner. The content of the exhibition cannot be limited by means of expression, can not highlight the design, can not ignore the booth and exhibits. The quality of design does not depend on how much money is spent, nor whether it meets the artistic standards, but on whether the booth can reflect the image and intention of the exhibitors, attract the attention of visitors, and reflect the characteristics and advantages of the exhibits.

(3) Deal with the relationship between exhibition and trade.

The booth reflected the image of the exhibitors, attracted the audience and left an impression. Exhibits can reflect their own characteristics and advantages, which is convenient for visitors to watch and is a successful design. If it is a publicity exhibition, this design has achieved its goal. But if it is a trade show, the design has not yet reached the ultimate goal. At trade fairs, exhibitions are a means of trade. The booth is the environment for exhibitors to carry out trade work, and the booth itself is not the purpose; By the same token, exhibits are tools for exhibitors to carry out trade, and exhibiting products is not an end in itself.

(4) Manage the relationship between exhibition design and other exhibition work.

Designers must understand the environment and conditions for exhibitors to achieve their exhibition purposes through design, and may also need to coordinate with propagandists and advertisers. The success of exhibition design lies in helping and supporting the exhibition to achieve overall success rather than partial success.

2. Artistic principles

Display design should be artistic. The artistry of exhibition design is manifested in several aspects.

(1) The booth is very attractive.

The booth is attractive, pleasing to the eye, giving people a good impression and leaving a deep impression. There are many factors in booth design. It is the basic requirement of exhibition design to combine these factors with artistic techniques to produce the best visual effect and good psychological effect.

(2) The booth reflects the image of the exhibitors and conveys their intentions.

If the exhibitor is a big company, it cannot be designed as a manufacturer image; If exhibitors want to show their dominance in the aviation field, they can't be designed as an airplane model toy factory. Designers need concrete means to express abstract display creativity.

(3) The booth can attract visitors' attention and arouse their interest in visiting.

The research shows that in a competitive and colorful environment, the audience's first sight of the booth is the most important. This glance determines whether the booth attracts this audience or loses this potential customer. Therefore, the booth should be eye-catching and interesting. The first function of the booth is to attract visitors' attention and generate interest; The second function is to attract visitors into the booth and watch the exhibits carefully. Design works should be artistic, but attention should be paid to avoid flashy.

3. Practical principles

Display design should also be functional. When designers consider the external form and image of design, they also need to consider the internal function, that is, to provide a good environment and conditions for booth personnel and booth work. Because the realization of the purpose of the exhibition ultimately depends on the booth staff, and the efficiency of the booth staff ultimately determines the exhibition effect. In a comfortable and fully functional environment, booth staff can work more effectively.

Several functions need to be considered in the display design:

(1) external function

Booth should not only display products, but also attract customers, and it is also conducive to booth staff to promote, publicize, inspect, communicate with the audience and negotiate with customers. These jobs should have corresponding space, location and equipment, and designers should make reasonable arrangements according to needs and conditions. Corresponding functional areas, including information area, exhibition area, reception area and negotiation area, should be considered accordingly.

(2) Internal work function

If the exhibition is large in scale, we should consider arranging offices, meetings and other venues. The corresponding internal working areas include offices, conference rooms, tool rooms (maintenance rooms), etc.

(3) Auxiliary functions

Auxiliary areas include lounge, storage room, etc. A good display design should not only be "beautiful" but also "easy to use", and help the booth staff to carry out their work and help the exhibition achieve its purpose.

4. Scientific principles

Exhibition planning is a creative thinking activity, but it is by no means random, but rigorous and scientific. First of all, the exhibition planning should follow certain procedures: before taking the exhibition promotion action, we must fully investigate and study the market situation, consumer attitude, social environment and competitors; Then according to the data and information, find out the key points of the problem, determine the exhibition goal, and draw up the exhibition plan and its specific implementation plan. Finally, it is necessary to evaluate the exhibition effect until the exhibition goal and marketing goal of the enterprise are realized.

The scientific nature of exhibition planning is also reflected in the fact that exhibition planning is a process of cross-integration of various scientific knowledge. On the basis of making full use of exhibition principles, psychology, communication, marketing, system theory, cybernetics and other disciplines, with the help of modern advanced technical means such as computers, we can provide exhibitors with the basis for exhibition decision-making and the best action plan to achieve the best economic and social benefits.

5. The principle of flexibility

Due to the increasingly fierce competition, the demand level and structure are constantly updated, and the market environment is changing rapidly. In this case, even the most suitable exhibition planning will have to be adjusted due to changes in market environment, constraints and influencing factors. On the one hand, modern exhibition planning embodies its scientific nature, but also has considerable flexibility. This is mainly because the modern exhibition planning process is not a one-way decision-making process, but a two-way circular decision-making process. From the initial exhibition investigation to the final exhibition effect evaluation, the scheme can be adjusted and modified in time according to the changes of market and consumption response, so that the whole exhibition planning activities can maintain full flexibility.

Second, the design requirements

1. Be harmonious, not chaotic.

A booth is composed of many factors, including layout, lighting, colors, charts, exhibits, booths, exhibits and so on. Good design is to combine these factors to help exhibitors achieve the purpose of the exhibition.

2. Concise but not complicated

Most people can only receive limited information in an instant. The audience is in a hurry. If they can't get clear information in an instant, they won't be interested. In addition, the complexity of the booth is also easy to reduce the work efficiency of the booth staff. If you want to choose a representative monitor, you must choose and give up. Concise and lively is the best way to attract the audience. Photos, charts and descriptions should be clear and concise. Design decorations unrelated to the purpose and content of the exhibition should be minimized.

Step 3 focus.

The exhibition should be centered and focused. The focus of the booth can attract attention. Focus selection should serve the purpose of exhibition, generally for featured products, new products, the most important products or valuable products. Highlight key exhibits through location, layout and lighting.

4. Express the theme clearly and convey the information clearly.

The theme is the basic information and impression that exhibitors want to convey to visitors, usually the exhibitors themselves or products. On the one hand, the clear theme is the key point, on the other hand, the proper colors, charts and arrangements are used to create a unified impression in a coordinated way.

Step 5 have eye-catching signs

Being different can attract more visitors, so it is easier to identify and find them. Visitors who walk into the booth will also leave an impression and be moved by memories later. The design should be unique, but it can't be divorced from the exhibition goal and commercial image.

6. Design from the perspective of the target audience.

Traditional designs, especially temples, palaces and banks, emphasize eternity, authority and grandeur. However, in the highly competitive exhibition, the success of the exhibition largely depends on the interest and reaction of the audience. Therefore, exhibition design should consider people, mainly the purpose, mood, interest, viewpoint, reaction and other factors of the target audience. Designing from the perspective of the target audience is easy to attract the attention of the target audience and leave a deep impression on the target audience.

Step 7 consider space

Designers should also consider the number of booth staff and visitors. Crowded booths are inefficient, which will make some target audiences lose interest. On the contrary, an empty booth will have the same effect. In this regard, the booth area is the main factor.

8. Consider the flow of people.

Exhibitors may want a large number of spectators to walk around the booth freely; May want to attract a large audience, but only let the screened audience progress to the stage; Maybe you want to record the data of each audience, maybe you want to record only a few screened audiences; Don't even consider this job. Booth arrangement is a key factor in crowd control and management. Therefore, designers should know what kind of people the exhibitors want from the beginning.

9. The booth should be easy to build and dismantle.

The booth structure should be simple and can be assembled and disassembled within the specified time. The construction time is usually decided by the exhibition organizer. Designers should know the construction time before they start designing.

10. Be careful in design and don't change it easily.

When designing, we should consider everything. Once the design scheme is discussed and approved, don't change it easily, especially in the later stage. Changes may delay construction, increase costs and even affect the opening ceremony. Budget is often the source of contradiction. There may be a big gap between budget and design. As designers, we must accept the budget realistically and try our best to do the design work well within the budget. The unclear budget does not mean that there are no restrictions. This may cause a lot of trouble. If the design and construction costs are too much, the designer should bear the responsibility. Therefore, it is necessary to define budget standards, control costs, arrange all projects and standards in advance, and do a good job in design and construction within the budget.