While technology has provided convenience, flexibility, and global connectivity in our daily lives, it has also made us long for the warmth of more tactile experiences — things with a human touch. This creative research from Corbis Images suggest we’re recognizing the need to slow down and unplug, allowing time for low-tech activities, creative pursuits, and relationships.
We are living in a techno-centric era. Technology is firmly planted in our lives. As geography and time zones blurr giving access to 24/7 media, communication and entertainment – as global citizens we are tired, stressed out and chaotic than ever before. Technology is supposed to give us the opportunity to be creative and constructive. Instead, as a nation we suffer from massive ADD in the grips of imminent nervous breakdown. As a result, stress reduction has become a top priority.
This has given rise to a new concept
JOMO (Joy of Missing Out)
One way that more people are finding respite from our increasingly fast-paced lives is by deliberately opting-out of emails, social media sites and other time-sucking daily distractions. Opposite of FOMO (Fear of missing out), it’s not just about disconnecting from technology, but about giving up the need to be in all places at all times by saying “No” to more commitments. ... As a trade show marketer think about how you can benefit from this trend. When designing visuals or media for your booth focus on, WHY [should your audience care?], HOW [will it make their life better?], WHAT [do they do next?]. A passive QR code is almost guaranteed not to work for you.
Visuals are Victorious in Energizing Engagement!
Powerful visuals make good business sense. It drives you take action. When Facebook introduced timeline for brands, visual content — photos and videos — saw a 65% increase in engagement (Simply Measured). Likewise, when powerful visuals are tied with the overarching theme of the exhibit design, the exhibit soars and it takes like of its own. A phenomenal example is Brizo, an exhibit that come alive with the blessings of the Greek goddesses!...Extraordinary concept, exceptional execution!
Traditionally people images have captured our attention best. It’s through these images that we identify with others and with ourselves. They impart emotion. Our ability to relate on an emotional level is what makes us human. For this reason, marketers across a variety of industries from Finance to Healthcare often use Lifestyle imagery to engage viewers. They know that images of a family spending quality time together or those of friends enjoying time outdoors will resonate with consumers more than shots of currency or portraits of medical professionals. The trend of People and Lifestyle will be an ever growing one!
The increasing amount of time the we spend on-line makes us crave for the senses of the offline. Taste, smell, touch and sound have taken a back seat to the visuals of the virtual world, leaving people to crave more tangible experiences that can’t be replicated online. Experiences that allow us to engage the senses are the new state of the art.
Imperfection in the New Perfection
Mass-produced objects has produced mass-mediocrity. Consumers are craving authenticity. From the lumpy and bumpy vegetables picked from a community garden to the use of real people in fashion spreads, it’s apparent that imperfect is the new perfect. How do you translate this when it comes to designing your exhibit? For starters use hand written font and ink drawings to break the monotony of digital images. Go back to the vintage artistry and incorporate their style of expression. Click on the examples below to see what I mean:
This is JOMO and Mindful Living in action. Nature serves as the ultimate antidote to the noise, congestion, pollution and traffic associated with city living. Natural and organic elements and ingredients provides an opportunity to bring a sense of calm and back-to-basics. Incorporate the art of zen when designing for your next trade show booth. Keep it simple. Give space--lot of space in the flow of your design. As Da Vinci said, simplicity is the ultimate sophistication. And, what is simplicity if I may ask? It "is about subtracting the obvious and adding the meaningful.”
“Organizations that do nothing but measure the numbers rarely create breakthroughs. Merely better numbers.” [Similar mindset works in the event and the trade show industry.] And, that’s exactly the wrong direction to go. As Seth Godin puts it. "If you get more and more people to come, those people by definition will become more average, less fascinated, less interested, less important. You can probably make the gross numbers go up, but you can’t make the importance of what you are doing go up." What we need is quality. "Quantity can now be bought even cheaper online. The scarce quality of the right people in the right place for the right reason—that is what an event can deliver."
In the end your exhibit design is not the sum of everything that your preoduct does. It is a commanding vehicle to tell your story and amplify the stories of your most valuable asset..your customers.