Exhibition display stands — top tips for standing out from the crowd. by Alistair White
More and more trade shows are introduced to the global market each year raising the number and quality of the competition. How can you best set yourself up from the crowd at a reasonable expense when so many businesses are required to do more, with less, in more locations? As is often the case in times of economic hardship, innovation becomes a business necessity. “Thinking outside the box” is just as relevant to trade show design as it is to any industry. Rethinking the capability, versatility and flexibility that a portable banner stand allows can open up a world of creative innovation which can set your trade show display apart.
Color is an indispensable and important aspect of your display banner design. After all, banner displays are a visual medium and one of the most basic elements of visual design is the use of color. Colors on the yellow/red end of the visual spectrum are regarded as more impactful as they are registered clearly over further distances (this is why stop signs are painted red and not blue) though up close too much use of red and yellow can seem garish and loud. Judicious use of these powerful tones is required as you do not want them drawing people to your display only to later drive them away. Numerous books and studies have been done on the use of color in marketing and consulting one of these to find the tones that best suit your industry is a valuable exercise. For example Oranges and yellowish browns tend to make people hungry while at the same time discourage them from staying in the same place for too long — which is why some theorize these colors are heavily used by the fast food industry to attract customers and move them along quickly.
The visual image portrayed on your banner provides an instant subconscious recognition in the viewer, something not to be overlooked when you consider that you are looking to make your exhibition stand out among hundreds and you may only have a moment’s glance by an attendee, in order to make a winning impression. Depending on your industry and your target audience you will again need to carefully select your image. For example a subtly suggestive female form may entice male customers but not female ones, while a large attractive smiling female face can appeal to both groups. Much of this visual science is well known and documented and the average consumer is, perhaps unknowingly, well-versed in the subtle language of subconscious suggestion. Images of tropical islands suggest rest and relaxation, while business suits, tall buildings and taxicabs impart a sense of responsibility and hard work. Deciding what initial impression will best entice customers to you will help you decide on the type of image your banner should bear.
These psychological and scientific approaches are of course considered and applied by most major corporations so implementing them with your display may only bring you up to par with your competition. This is the point at which you can really prove your skill by applying creativity and ingenuity. Most trade show exhibitors use banners simply as giant informative billboards or stands for eye-catching images. Instead of simply using your banners as a backdrop for a sign for luring attendees instead embrace all the possibilities the telescoping banner stand can provide for you. Do not sell yourself short on the height of your banner! Many banner stands can now extend to great lengths and considering that most exhibition halls have ceiling heights in excess of 10 m or more why shouldn’t you stand apart from your competition by standing above them? The cost of an 8 m banner is in many cases, equal to or less than the cost of two 4 m banners and can yield a much greater impact simply by being visible from across the hall. Also consider the angling and position of your banners from different points of perspective. Staggering or aligning banners can make for seemingly animated appearance as attendees walk toward your booth.
While creativity might not be your strong suit it is something easy enough to acquire. Consider consulting a professional designer, recent art school graduates or take a tour of local museums to inspire yourself to the possibilities your portable display stands and give you. Let’s not forget the most convenient and on hand source of inspiration, your competition, which is easily viewed. do they use roll-up banner stands, do they use images or words etc. Remember it is a competition that is just getting more and more complex and across a wider and wider field, so you should be fully prepared to employ any means necessary to set yourself apart.
John Sharp writes articles for Displays Direct, a supplier of portable display stands and roll up banners that offer maximum portability with exceptional visual impact, suitable for corporate, exhibition, museum and retail environments. Display Directs provides the functionality and ease of use during assembly and breakdown that fits neatly into a wheeled case for convenient storage and transportation, truly the best trade fair displays sydney has.
Article Source: http://www.earticlesonline.com/Article/Exhibition-display-stands—-top-tips-for-standing-out-from-the-crowd-/844722
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