"Basically, the idea is that with everyone striving to be revolutionary, you will be most revolutionary if you try to be ordinary."
Denise Scott Brown
Ordinary does not have to be boring. Ordinary does not have to be sedative. Though, some believe that ordinary dulls the senses and cloaks the wonder of existence.
I say, ordinary sets us up with limitation and it is this limitation that inspires us to glimpse into the realm of extra-ordinary.
THE REPETITIVE DELIGHT OF A WESTERN ICON IS INSPIRED BY THE GENERATIVE PATTERN OF MIDDLE EASTERN CULTURE
In one of short visit to the desert kingdom of Dubai, I was amazed to find the Mega Star Brad Pitt in all his galore — popping out of the glitzy lobbies here and the fancy shopping malls over there. It seemed that the he was bigger than life, hotter than ever and very much at ease in the desert surroundings.
In the midst of this fantastic Brad Pitt phenomena what caught my eye was this retail display that was so elegantly designed by Chanel. It is based on one primary principle; the principle of repetition.
I was intrigued by the thought that living in a global society has no way diminished our strong connection to the ethnicity of this primal design principle that is so prevalent in the middle-eastern art.
REPETITION, RHYTHM AND SUSTAINED IMPRESSION
Islamic art and architecture is built on this cardinal principle of repetition. Islamic artists developed geometric forms with a knack for "repetition, symmetry and continuous generation of pattern."
In this display, Brad is looking up at you with an aura of mystery, away from you and again at you. The right side of his profile is the repetition in form and the varied angles of his posture generates a continuous pattern in time and space. Indeed a very fluid presentation!
The Principle of Repetition is a driving factor in designing trade show displays. Where contrast is all about showing differences, repetition brings a sense of unity, consistency, and cohesiveness. It helps to hold our attention in the maze of chaos and disarray.
REPETITION IS A RESPITEFUL RELIEF FOR YOUR BRAIN
Remember, the waking nights learning multiplication tables in your third grade? That is because our short-term memories can forget something (like a person's name) in less than a second.
Repetition helps us to embed information in the longer-term memory.
Designers use it with tact and dexterity. Marketers use it as a staple.
At s sub-conscious level repetition is a key to persuasion. Repetition creates a pattern, which gradually grabs our attention and then creates the yearning for familiarity. Big brands are aware of it and hence the focus is always on building brand equity.
Use repetition in your booth design and in the delivery of your marketing message You will have a phenomenal impact. Remember "Yes We Can"?
"The more strikingly visual your presentation is, the more people will remember it. And more importantly, they will remember you." — Paul Arden