subject: How To Use Stock Photography In Trade Show Exhibits [print this page] How To Use Stock Photography In Trade Show Exhibits
People are drawn to other people. That's true of crowds; where many gather, more will be attracted too. It's also true of images. When there are pictures of smiling, happy people using your product or surrounding your product, people are drawn in. They will begin picturing themselves using the product and being happy as well.
However, an increasingly large number of visitors to trade show exhibits are beginning to realize that many of those happy photos are stock photos. In a sense, they're able to see behind the curtain and recognize that the people in the photos may not have used your actual product. Is it necessary to abandon generic photos altogether for the best banner stands? Not necessarily. But it is necessary to be careful in your use of them.
Step 1: Handpick Every Image
One of the biggest mistakes made with stock photography is the use of images that just don't appear realistic. When you feature an image of an impossibly perfect family, people will notice that the perfection pictured is unlikely. The best way to counter unrealistic images of this sort is to consider every image yourself before incorporating it into your trade show exhibits. If possible, put the photo up in your office to get coworkers' opinions of it. Ask others how it makes them feel. If everyone feels like the image is fake, that's not one you should be using.
Step 2: Customize Wherever Possible
Surprisingly enough, many stock image sellers allow some degree of manipulation in their images. Slight tweaks are typically all that is permitted if you are planning to use the image for some kind of financial gain (i.e. marketing), but small tweaks can be enough to prevent an image from looking like stock. Before you touch any image, make certain that you understand all relevant copyright law. If necessary, don't hesitate to call your provider's legal department to ask questions. They'll tell you straight up if what you want to do is not permitted.
Step 3: Avoid Overuse
It can be tempting to use too many stock photos to populate your trade show exhibits. You could fill your banner stands with images of people, all of them smiling, giving your company a very positive feeling. In fact, that wall of smiling images will tend to drive visitors away from your booth rather than drawing them in. People don't respond purely to other people when they're at a convention. They need something more: a physical anchor that pulls them in. At a convention, that physical anchor should be your product.
Overpopulating portable exhibits with generic photos reduces the space for rich content like photos of products or other information. You should always build your display around your product, not around stock. Ensure that your product is featured and let other images complement but not outshine it, and you'll have successful trade show exhibits.
