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Learn what makes a great trade show exhibit design and what exhibit structures would best meet your needs while supporting your brand.
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ImpactfulExhibitDesign
Why do I need a great exhibit design?
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• Your trade show exhibit is the portable version of your business facility.
• A customer’s perception of your company will be generated from the appearance of your exhibit. This includes the quality of the materials used along with final fit and finish.
• Your customer’s buying decision will be influenced by the effectiveness of your exhibit.
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Collateral Design vs. Large Format
Collateral (Brochures, Sell Sheets, Pocket Folders
captive audience
Large-Format (Trade Show exhibits & displays, Billboards)
fighting for attention
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Bulletin board vs. Billboard
• Graphics play a huge role in most inline designs
• Sometimes, when a minimalistic hardware system is used, they are the ONLY recognizable design element.
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Cutting through the Clutter
• You’re not alone
• Stand out
• Limit Fragmentation
• Break from the norm
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Tell the Viewer
• Who you are.
• What you do.
• What you do best.
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Show the Viewer
• 3-5 seconds
• Speed bump
• Limited text!
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Bad vs. Good
Better Solution
Simple is good…but this is too simple
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Visual Flow• Utilize an anchor image to
make the initial impact with smaller, supporting images filling in the details.
• Photos of people - Eye contact tends to retain the viewer.
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Text
• Keep text to a minimum
• Can be used as a graphic element
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Inset Images• Proper use of insets provides the viewer
with “visual bullet points”
• Allows you to expand on product and service offerings
• Must be used with care and restraint
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The Deeper Story
• Beyond the cliches
• providing “cue cards”
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Shear Dynamics
• Designs and manufactures precision cutting-shears for the salon industry.
• Product line changes drastically each year.
• Proud of their Japanese heritage.
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Teftec Corporation
• Designs and manufactures off-road wheelchairs.
• Product line changes drastically each year, and even within a given year.
• Finds that technical info is simply “visual noise” at their trade shows.
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• Warm colors tend to migrate to a foreground position within the mural and provide a sense of “energy” and “motion.”
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• Cool colors tend to be associated with background elements (atmospheric perspective) and usually have a calming effect.
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Vector BasedVector images are comprised of mathematical equations. These equations form the connecting lines that create geometric shapes on screen.
These files are resolution independent - can be scaled up with no issue.
Adobe Illustratorwww.tradegroup.com
Raster BasedRaster Images are based on pixels. Your screen is made up of pixels and each of these are assigned a color.
These files are resolution dependent - must be created at final target resolution or higher.
Adobe Photoshop
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Resolution is the density of pixels that make up a bitmap or raster image.
measured in PPI
72 ppi on the left
300 ppi on the right
Resolution
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Color Gamuts
A - Human Eye
B - Various software packages
C - Various input and output devices
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Color Gamuts
Our printers use 6 inks - CMYK + light magenta and light cyan
We prefer RGB files
Pantone spot colors cannot always be duplicated perfectly on a digital output device.
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One company......three solutions
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Revision Skincare• Featured product is sold only through
dermatologists.
• Product is grounded in science and not just a fragrance laden moisturizer.
• Focus on ONE product only to cut through clutter and capture attention.
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Portable
• lightweight
• single person
• transportable
• can’t support much weight
•
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Modular
• packable but not portable
• can hold more weight (monitors, etc)
• usually reconfigurable
• efficient shipping costs
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Custom
• Can be big and heavy
• Crate delivered
• Sky is the limit
• Organic shapes
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What Makes A Good Design
• Integrating structure and graphics
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custom flooring...
...can double your effective branding space.
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Motion Graphics• Allows you to tell a complex story
• Provides info in small, rapid doses
• Improves retention
• scalable
• editable
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To review
• Keep graphics clean and unified!
• Minimal text (3-5 sec)
• What you need from your structure
• Extras - lighting, carpeting, motion
• Break from the norm - keep it unique
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Additional Resources:
www.tradegroup.com/info-center
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