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

Purposive principle

Exhibition planning starts from the selection of exhibition objectives and is implemented in the realization of exhibition objectives, which is reflected in every design detail. Following the principle of purposiveness, the designer shall 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 purpose and effect of exhibitors.

(2) Handle the relationship between art and Exhibition

No matter what design techniques and techniques are used, and no matter what background (including exhibition shelves, props and decorations) is used, the main character is the booth and exhibits, and it is not allowed to dominate. The contents of the exhibition shall not be subject to the means of expression, and the booth and exhibits shall not be neglected. The quality of the design does not depend on how much money is spent or 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 whether the exhibits can reflect the characteristics and advantages.

(3) Properly handle the relationship between exhibition and trade

The booth reflects the image of the exhibitor, can attract the audience and leave an impression, and the exhibits can reflect the characteristics and advantages, and can be convenient for visitors to watch. This is a successful design. If it is a publicity exhibition, such a design will achieve its goal. However, if it is a trade exhibition, the design has not reached the ultimate goal of * * *. 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; Similarly, exhibits are the tools for exhibitors to carry out trade, and the exhibition products themselves are not the purpose.

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

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

Artistic principle

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

(1) Attractive booth

The booth is attractive, pleasing to the eye, giving people a good feeling and leaving a deep impression. There are many factors in booth design, which need to be combined with artistic techniques to produce visual effects and good psychological effects, which are the basic requirements of exhibition design.

(2) The booth reflects the image of the exhibitors and conveys the intention of the exhibitors

If the exhibitor is a large company, it cannot be designed as a vendor image; If the exhibitors want to show their dominance in the aviation field, they can't design it as an aircraft model toy factory. Designers need to use concrete means to express abstract exhibition ideas.

(3) The booth can attract visitors' attention and interest

Some studies have shown that in a competitive and colorful environment, the audience's eyes are the key to the booth. This glance determines whether the booth has attracted the audience or lost the potential customer. Therefore, the booth should attract attention and interest. The ****** function of the booth is to attract visitors' attention and interest; The second function is to attract visitors to the booth and watch the exhibits carefully. We should pay attention to artistry in design work, but we should pay attention to avoiding flashiness.

Functional principle

Exhibition design should also be functional. When designers consider the external form and image, 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 exhibition purpose depends on the booth staff, and the work efficiency of the booth staff ultimately determines the exhibition effect. In a comfortable and fully functional environment, booth staff can work more effectively.

The functions to be considered in exhibition design include:

(1) External functions

The booth should not only exhibit products and attract customers, but also facilitate the promotion, publicity, research, communication with visitors and negotiation with customers. All these works should have corresponding space, location and equipment, and designers should make reasonable arrangements according to needs and conditions. Corresponding functional areas, including inquiry area, exhibition area, reception area, negotiation area, etc., shall be considered accordingly.

(2) Internal working functions

If the exhibition scale is large, we should consider arranging office, meeting and other venues. The corresponding areas for internal work include offices, meeting rooms, tool rooms (maintenance rooms), etc.

(3) Accessibility

Auxiliary areas include rest rooms, storage rooms, etc. A good exhibition design should not only be "good-looking", but also "easy to use". It should help the booth staff to carry out their work and help the exhibition achieve its purpose.

Scientific principle

Exhibition planning is a creative thinking activity, but it is not arbitrary, but rigorous and scientific. First of all, the exhibition planning must follow certain procedures: before taking the exhibition publicity action, we must carefully investigate and study the market situation, consumer attitudes, social environment and the situation of competitors; Then, according to the data and information we have, we make a comprehensive analysis, find out the key points of the problem, determine the exhibition objectives, and draw up the exhibition plan and its specific implementation plan*** After that, the exhibition effect should be evaluated until the exhibition and marketing objectives of the enterprise are achieved.

The scientificity of exhibition planning is also reflected in the fact that exhibition planning is a process of cross integration of many scientific knowledge. On the basis of making full use of exhibition principles, psychology, communication, marketing, system theory, cybernetics and other disciplines, and with the help of modern advanced technical means such as computers, it provides exhibitors with the basis for making exhibition decisions and excellent action plans, so as to achieve economic and social benefits.

Flexibility principle

Due to the increasingly fierce competition, the demand level and structure are constantly updated, and the market environment changes rapidly. In this case, even an appropriate exhibition planning will have to be adjusted due to changes in the market environment, constraints and influencing factors. Modern exhibition planning not only reflects its scientificity, but also has considerable flexibility. This is mainly attributed to the fact that the modern exhibition planning process is not a one-way decision-making process, but a two-way circulating decision-making process. From the exhibition research started by * * * to the exhibition effect evaluation after * * *, the scheme can be adjusted and modified in time according to the changes of market and consumer response, so that the whole exhibition planning activities can maintain full flexibility.