Brand Design, Brand Marketing and Brand Psychology

Trade show displays: Creating an Illusion

Posted by sarmistha tarafder on Jul 29, 2010 12:52:00 PM

Tradeshow Banner Graphic

An illusion is a distortion of the senses, as interpreted by the organization and the sensory stimulation of the brain. Even though visual illusion or optical illusion is more commonly understood, all of our 5 physical senses participates in the creation of an illusion. For example, the graphic design below: at the very first glance seems to be all tied in together. {Conscious effort was undertaken to keep it seperate.} When the eye sweeps it again, it becomes evident that the projects are very different. The first one, is a trade show booth design and the overarching second, is the award winning Polish Pavilion at Shanghai Expo 2010. It was this Polish Pavilion that inspired me to write this blog.

graphic design

The pavilion was designed by architects Wojciech Kakowski, Marcin Mostafa and Natalia Paszkowska. The building was inspired by traditional polish folk art paper cut-outs reinterpreted in a contemporary fashion. The team sought to create a 'cultural ideogram' that would signify the country of origin in an iconic way. The ramp that is created by the folded exterior enables visitors to climb onto the roof of the building, making the entire building a functional exhibition space. The choice of materials and the character of construction were to a large extent dictated by the idea of possible future reclaiming and recycling of the pavilion structure or its parts, e.g. by reconstructing it in one of the polish cities after the expo ended.

The illusion factor embedded in this trade show booth design: It is the 50' wide x 14' high, overpowering graphic. To put in perspective, the billboard signs, noticeable along the freeway is 14' high x 48' wide. This super size sign emphasizes the vertical volume of the space and creates the illusion of stupendous brand empowerment.

Topics: Bay Area Trade show display, Graphic Design, Trade Show Exhibits, Trade Show Graphics, Tradeshow booth design, Exhibit Rental, Hanging Display Banners, Sarmistha Tarafder, Lounge settings, Island Exhibits



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Sarmistha Tarafder is the co-creator of brands in 3 D spaces. Always, in pursuit of essence and enchantment, mind and mystery, myth and matter!