“Less is more,” stated by the influential 20th century architect Ludwig Mies van der Rohe. His Modernist approach to design seemed radical in its clarity and simplicity at the time, but his words have remained impressively relevant in our information age and the way we communicate. “Too much information” is a cry so common that it has become a texting cliché. In order to draw a person into your booth, your trade show display cannot blast any passersby with “TMI”.
Create an impactful display
Instead, a trade show display should first show just enough to give a person a reason to stop and look. Your popup display or retractable banner stand should be large enough to be read from the middle of the isle. They should have clean printed graphics and text that allows people to read it without thinking about it, but with just enough impact to make them think about and remember it after they’ve read it. If the impact of your display can make one consumer stop, then it could likely cause other consumers to stop which would almost have the same ripple effect like a fender bender on the highway (though in a far more positive sense, of course). You want your popup display or retractable banner stand to draw your tradeshow audience in.
Creating an environment which stands out on the trade show floor may sound like a challenge to up the whistles and bells.
But just stop and think about it.
What are the keys to a display which draws visitors in? Of course the first impression is: The display captures their attention with something that pops out, but subtly and catches their eye.
Too Much Information (TMI)
Compact, lightweight and easy to transport, popup displays are one of the most popular items we carry. Straight, curved, horseshoe; whatever kind of popup display you require for your exhibition, conference or event, we are bound to have the right pop up display solution to get those customers to come to you. Pop up displays are the perfect option to advertise your company and make your display stand out from the crowd and not have too much “TMI”.
“Less is more”, but it must be something. What information is enough to make the potential customer want to know more? Placing too much information front and center may allow a passing visitor to feel they have gotten all they need to know about your company from the display alone, leaving them no reason to stop and talk to your booth attendants. Placing too little front and center is likely to simply wash out in the noise and space of a crowded convention hall.
Make your display substantial enough to define your space apart from the crowd. Create an environment with an eye catching popup display or retractable banner: You want to be screened off enough information to allow for a conversation to begin, but not enough information that a visitor feels they have no reason to speak to you.
Create a display that serves multiple visual and functional purposes
Ludwig Mies van der Rohe believed in arranging the object’s numerous essentials in a way so that every element and detail served multiple visual and functional purposes. You should have a popup display in the back of your booth space, or if you have a round display have that in the middle of your booth space. Then have your table top in front of the display and a retractable banner stand to the side of the table top or in the very front of your booth space. We also have spotlights that can help define your space and put extra light on your popup display to make them stand out. Those will help to brighten your space, brighten your display, and be designed to highlight the text or graphics that you want to stand out on your popup display.
Allow your booth space to be an area where people can step aside from the crowds and the noise, and center their focus on your product. Put your substance in the hands of your people: Displays are essential to trade show success, and signage is a universal communication tool, but when it comes to explaining your company or product you want to make sure that your professionally trained staff can engage the individual. That said, it’s hard to engage the person who hasn’t been inspired to first break their stride and look.