subject: Exhibit Design tips 1 l Elements of design [print this page] Exhibit Design tips 1 l Elements of design
Elements of Design
After determining what type of exhibit best fits your needs based on your overall tradeshow objectives. You can begin to develop the structural and branding presence of the exhibit. It is important to remember that both graphics (message delivery and attendee filter) and structure (presence, leadership position and credibility must support your goals.
Structure
When contemplating the structure of your exhibit, imagine the ergonomic flow you want to have. Ask yourself a few questions:
How do you want people to walk through your exhibit?
Do you have monitors? If so, are they appropriately located throughout the exhibit?
Is there a certain spot where important conversations can take place? Is it located away from the traffic, clutter and noise?
Next, think about the best layout for your exhibit. Start by thinking abot your goals. If your goal is lead capture, make sure all interactive kiosks or other lead capture devices (including people) are appropriately placed throughout the exhibit. Make sure they are easily accessible, attractive and enticing and dont cause a traffic jam or other obstacle.
If your goal is to meet with prospects and you need space to do so, consider using conference rooms so you will have room to sit and have a quiet conversation with prospects during the show.
Graphics
Graphics are the most important element of small portable structures and play an important role in exhibits of any size. In smaller spaces you are limited in structural elements that can help support your brand. If you are one of dozens of pop-up displays on the floor, the only thing to differentiate you is your graphics. Ultimately, you want your exhibit to convey who you are, what you do and what you do best. Graphic should immediately convey your primary value proposition. Avoid the common mistake of trying to have your booth say everything about your company. You must distill your message down to the one or two values that will resonate with your target audience. In addition, graphics can be used to help filter out non-buyers by clearing stating what you do.
Remember that "high traffic is only effective if it is the right traffic".
Colors and illumination also play an important role in graphics. Illumination your graphics (backlighting) has been proven to increase both initial awareness and retention.
Use colors to focus on your product, not your display. Use the display to help draw attention to your product. If your corporate colors are easily identified, use them to catch prospects attention and let them know who you are. Utilize graphics that work well with your colors. The right graphics can catch the attention af prospects while also conveying who you are and what your company, product or service is all about. Finally, make sure that the colors and graphics you choose align with your brand and your other branding efforts. Each component should work seamlessly with the others.
