Trade Shows: Attention-Getting Design is
Key to Successful Exhibit
Since such practices as grabbing prospects by the sleeve or using a bull
horn to get the attention of a tradeshow attendee are frowned upon, one
must rely on an arresting, creative booth design with compelling
graphics to get the job done. After all the planning and expense that
goes into staging a tradeshow appearance, the last thing an exhibitor
wants is to be ignored. Building booth traffic is an essential component
of the exhibiting function and a great way to make it happen is with an
irresistible visual statement.
You’ve seen booths that look like they were
slapped together with leftover promotional display materials, a banner
with the firm’s name draped across the rear and an assortment of
product, giveaways and fliers stacked on a table. Little wonder many
exhibitors grind their teeth in frustration at watching their neighbors
get all the traffic.
With some good design planning, however, this does
not have to be the case. Once you order your booth space, team up with
the creative services designers at your exhibit house in striving for
eye-catching, dramatic and unique imagery. A sound design process takes
into account all exhibit components – structure, materials, traffic
flow, visuals – so that the booth evokes a coherent statement about
why you are there and what you want the visitor to do about it.
We often have our creative services designers
build 3D white board models, so that clients can visualize every aspect
of the exhibit before it is built. Then the graphic concept is
introduced. Renderings are made of the visual concepts to portray how
the unit is going to look when it is finished. Will it effectively
attract attention, reflect the correct image of the exhibitor,
communicate the message of what the exhibitor has to offer? Good
graphics will bring a booth to life – poor graphics will not only
persuade show attendees to ignore you, they can even damage a
company’s image.
Today, opportunities to create great imagery with
graphics are virtually unlimited. Components such as over-size murals,
super-size banners and backlighting have become fairly conventional. But
new technologies and materials have raised the bar on what can be
accomplished in the hands of professional designers. Graphics now become
colorful, bright and precise thanks to digital imaging techniques that
are startling in their clarity. Materials such as lightweight aluminum
and scrim fabrics provide texture and shape to the booth and move the
appearance far beyond the hard lines of traditional geometric structure.
They also reduce the weight and bulk of the exhibit, producing savings
on shipping, storage and assembly.
The pliable scrim fabric is a sheer woven membrane
on which can be projected ever-changing mood lighting, images in motion
and illumination from the rear or within. Sharp color photographic
images can be printed on scrim, which can then be stretched on a truss
or frame to drive graphic images up and onto a "wall" behind
or around the booth. As such new materials and technologies emerge,
it’s the progressive exhibitors who are taking advantage of them to
stand out on the highly competitive tradeshow-exhibiting floor.
So the next time you approach the challenge of
producing an effective exhibit presence, let the design experts
tantalize you with the potential for a great structural and graphic
statement.
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Dick Wheeler
Professional
Exhibits & Graphics
1143 W. North Market Blvd. Ste 6
Sacramento, CA 95834
(916) 928-9800
website: www.proexhibits.com
email: purchasers2@earthlink.net
Associated articles:
Tradeshows: A Picture is Worth More
Tradeshows:
Do They Really Work?
Follow-Up Techniques That Make Sales Soar
Why
is it So Hard To Buy?
Would
You Like Fries With That?
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