Getting Past Perception: The Psychology Of Trade Show Displays

We all do it to some degree; some more than others

. Driving past a prospective restaurant, we sum up the potential quality of the dinner based upon our perception. The look of the restaurant, the number of cars in the parking lot and the look on the faces of those leaving; all of these factor into our decision. In that instant, we make a decision about the restaurant. If the perception is negative, the adventurous will listen to the mantra, 'Don't judge a book by its cover.' The not-so-adventurous will move on resorting to the typical location where they know they get a good meal.

Perception plays an important role in our daily lives. We trust ourselves and our thoughts. At a booth, these thoughts determine whether an attendee stops. What are the things that detour attendees from visiting trade show displays?

The Importance Of Color

Psychologists have long discussed the role of color in consumer response. A quick Google search on the psychology of color will explain the role of each. The effect of color within an exhibit depends on several factors. The first is standing out from other exhibitors. Things that stand out have a higher contrast when compared against its background. This is the same with trade show displays; contrasting causes the booth to stand out. Ensure that the colors coincide with the message of the company and the emotion that the marketing is drawing from.

Keep Clear Of Clutter

Anyone that has worked in a cluttered environment knows it inhibits progress. Even for those that say it is organized clutter; when they are put into someone else's 'organized clutter' the situation is quite overwhelming. This same concept applies to exhibits. The look and feel of a booth is important to success. When someone walks by the booth, they will make a judgment quickly about the booth. Overwhelming attendees with information, stuff or an organized mess may prevent them from stopping. Ensure that the trade show display is clear of clutter to invite attendees into the booth.

Stay Relaxed With A Hint Of Urgency

Keep the staff, creative and information relaxed at trade show displays. If bungee jumping, would you rather be pushed from the ledge or jump yourself? No one wants to be forced to do something. If left alone, however, they might never jump off the ledge. The staff, booth and information must encourage and provide urgency for the potential client to take a leap with your company.

It takes experience and testing to develop a strategy that will be effective at trade show displays. Many opt to cut the learning curve by connecting with event professionals. They assist in putting together a strong strategy for an exhibit, and help to improve the potential for closing deals. In the end, truly understanding your audience will help define a successful trade show display.

by: Chris Harmen

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