A fair is one of the most intense battles for attention. The visitor takes seconds to your stand as they pass through the corridor, and either stops or passes through it, so the first task of the fair stand design is not beauty, but to evoke remote readability and curiosity.
What works is the use of simplicity and height. A single powerful message read from a distance, a clear brand identity, and an open layout that invites the visitor in; these are far more effective than crowded graphics. The quality of light and materials also directly determines the perceived value of the brand.
When we design the stand, we edit the visitor's journey: notice it from a distance, understand it when it comes close, be convinced when it comes in. The stand that doesn't think about these three stages, no matter how big, is lost in the crowd.