“Take chance standout. You can only have your head above waters if you stick your neck out a bit. It's time to take off... Dare to rise!”
This is a comprehensive take of an article that was first published on www.skyline.com
How do you stand out at trade showS or eventS?
QUICK HINT: THE TALLEST BOOTH MAY NOT BE THE BEST IDEA
How do you have the exhibit or environment that represents your brand well yet rises above the rest? Here is a hint… it is not all about having the tallest booth on the floor. Having a great designer who can help translate your brand into a three-dimensional space is ideal.
They can take your marketing strategy and brand and create an experience. However, you don’t always have the budget or the time to go all out. Here are some tips from our designers to elevate your look so your company brand gets the attention it deserves.
HOW DO I STAND OUT WHEN MY BRAND COLOR IS 'SAFE BLUE'? —
QUICK HINT: IF THE COLOR OF YOUR INDUSTRY IS BLUE AND WHITE, YOU WANT TO STAY FAR AWAY FROM THOSE DEFINING ATTRIBUTES
Make use of accent colors to draw those eye balls towards the offering of your brand. If you do not have one, establish it today in your brand guideline.
One of the first elements of your brand that will be noticed and likely remembered by viewers is color. In fact, a Marketing study done by the University of Loyola on color indicates that the right color can increase brand recognition by 80%.
Ensuring that the exhibit elements you select are brand appropriate yet don’t blend in along with everything else on the show floor is key.
“The relationship between brands and color hinges on the perceived appropriateness of the color being used for the particular brand”.
RIGHT COLOR CAN INCREASE BRAND RECONITION 80% of the TIME
Know your industry and your competition. If all the other exhibits are green and white, then consider using one of your brand accent colors as the main background color if your logo is green with a white background. This will help you stand out on the show floor.
HOW DO I STAND OUT IN A SEA OF HANGING SIGNS?
QUICK HINT: INTEGRATE INTERESTING GROUND ELEMENTS
Hanging signs are prevalent in the big industry shows like cybersecurity, technology, fresh produce and manufacturing. Your brand can easily get drowned by the sheer quantity of it.
While you want to be visible on the show floor, hanging a sign as high as possible is not always the best choice.
Other factors to consider include, how to tie in your exhibiting design elements to hanging structures. If all the exhibitors have a hanging sign at 24' height, then how is it that you will stand out? (Look at photos of the show from prior years or talk to someone who attended the show to get some insights.)
If you have the budget go with a tiered hanging sign. This way your brand is in the viewing range from all directions. However, this means your exhibiting space needs to scale up to accommodate this 3-level presentation.
If you have restricted budget and you know that other exhibitors are going with hanging signs, you do the opposite. Do an architecture that speaks to your brand. Focus on the floor that lends color and code to your brand. This way you save cost on rigging and labor. Focus your resources on delivering a memorable face-to-face 'FEELING' content.
“At the end of the day people won’t remember what you said or did, they will remember how you made them feel.”
Integrate flooring with your exhibit design for an immersive experience.
By integrating your ground elements to any hanging or tall signage you will help draw the eyes to your exhibit and define the space. By doing this your exhibit is more likely to stand out among a sea of hanging signs even if it is lower than the others.
HOW DO I STAND OUT WHEN I HAVE A 'BORING' PRODUCT?—
PHOSPHORESCENCE — THE GENIUS BEHIND YOUR EXHIBIT STAND DESIGN
QUICK HINT: BACKLIGHTS, ZONAL LIGHTS, OSTENTATIOUS LIGHTS
Backlit is a great way to get attention if you are the back booth in a dark show. Yet, if everything in your booth is backlit then the eyes of the viewer don’t know what to focus on.
Instead, consider back lighting key elements of your message or logo and using regular down lights or no lighting for the rest. You will create contrast and the eyes of your viewer will go to where you need them to go.
Spotlighting just key areas on your sign like logos or just a couple of sides of a hanging cube can be just as, or more, effective than lighting everything. Also, you can save some money by being selective about what you light.
Light is the life giving energy in your booth space. Maximize it with controlled creativity.
HOW DO I STAND OUT WITH MY 'BORING' VISUALS?
— EASY, GIVE LIMBS TO YOUR LOGO
QUICK HINT: TAKE YOUR LOGO ON AN ARCHITECTURAL SPIN
Your logo does not have to stay flat at a show or event. This is your chance to showcase your brand from a different perspective. Whether it is creating a 3D sign and lighting it from different angles, mirroring the logo image in a hanging sign, or even using it to create a unique, yet subtle, background pattern you can create a surprising element for your audience.
Imagine breaking up your logo in chunks and running it across the air space of your exhibit design — that is one way to do it.
Your logo is the graphic representation of your brand. Like any other iconography, you can and you should use it to create design elements that will nudge the sub-conscious. The human brain remembers that which is taken out of context and is placed in a different environment.
Bottom line — find creative ways to express your logo/identity.
If you have spider shaped logo, use architectural elements that mirrors that style.
HOW DO I STAND OUT — MAKE MOVEMENT VITAL TO YOUR EXHIBITING
QUICK HINT: BOUNCE YOUR WORDS. PROJECT YOUR IMAGES. SHIMMER YOUR GRAPHICS
Use Digital – A monitor with a great video or just a presentation showing your logo, top products and key messaging can create movement and tell a complete story especially when your staffer takes the time to explain the content to visitor
Fabric movement – An exhibit can have hanging fabric that moves with the natural breeze in a show or the air of a fan. Only do this if it makes sense for your brand.
Brand Projection – Depending on the lighting at the show you may not be able to clearly project words or a complex message but you can certainly project shapes or a repeating pattern of your logo or a shape associated with your product or theme.
Product Demo – Do you have machinery that could move in a demo periodically. What a great way to create attention! A great demo one of our designers created was showing a clients’ waterproof product functioning under a waterfall. This not only created motion and attention with the water but showcased the benefits of the product very well.
Light Movement – Yes, you may go on the generic, and use simple LED light washers and that is quite okay. However, since you made it this far, here is a treat for you.
Designed by Berlin interactive artists Gunnar Green and Frederic Eyl, the below images of Aperture is an interesting play on MOVEMENT.
Imagine a wall with tons of tiny aperture holes. These holes open, if there is no light and closes if there is with a slight delay.
The result is the silhouette of passersby. Consisting of an iris diaphragm matrix, the facade’s surface with its apertures’ variable opening diameters is enriched by a dynamic translucency, that creates imagery, interactivity and interest.
"We take for granted all the constant, fixed things, and eventually stop paying any attention to them."
To draw attention, we have noted the importance of the tangible elements that are crucial to good design.
If this has galvanized you, we would like to share with you the movement that we have captured in this article.
For your ease, we have created transformative approach to your customer experience via exhibit design. These island exhibits are designed to act as a crutch for you as you are mapping the intended customer experience in your booth. Click below and let us know your thoughts. We will be growing this library. So, please come back when you are in need of inspiration.