Sometimes, the exhibition booth was designed in a smaller scale which was due to the fact that the venue was too small so that size of each booth had to be restricted. Another factor was that there were far more participating exhibitors than expected and they were all very precious customers to the organizer who valued the relationship with every single one of them and it would be a shame to let whoever “out in the cold”. Of course, there were always many ambitious exhibitors who wanted to accomplish a great deal more than their capabilities could undertake under a stringent budget. Then, there you had it – a small scale exhibition. Nevertheless, even if the size was small, it did not mean that the opportunity to showcase one’s products to the potential buyers became less. While leaving the “challenge” to an experienced designer, a small dimension could still become a visual art and attracted a lot more visitors than expected.
Although the space for organizing the exhibition can be small, a skillful designer can create a spacious environment and cozy atmosphere by using different colors, certain lighting, and even special effect to give all visitors a feeling that they are not cramped into one tiny space. However, more often than not, exhibitors demand more than just a “comfy” cubical to showcase their products as they intend to inject a positive commercial message to the visitors and hopefully, turning them into future buyers soon. Therefore, designers must not neglect the practicality of the exhibition booth while throwing all the new and trendy ideas to give the booth a make-up job. However great the design can be, designer must not create an exhibition booth which gives an impression to the visitors that the exhibitor is so unreachable and inaccessible. Pulling the buyers and sellers together is the key to every exhibition and the thought of such should be kept in the designer’s mind as the first priority.
As to attract more potential buyers, pin-pointing the characteristics and efficiency of the products is highly suggested. Not only that, a thoughtful designer would outline the salient features of the products so as to make them more outstanding and noticeable. Of course, it would be an ideal case if a discussion area together with a storing space could be included in the exhibition area.
Apart from creating an imposing displaying area, exhibitors must also expose their products as much as possible. It sounds easy but it can be a disaster when this maneuver does not carry out properly. Many exhibitors, bearing too many ambitious plans in mind, are eager to reach their goals or sales target quickly and as such, cramp all of its products, sales staff, promotional brochures, and huge advertising signs into a small area. Therefore, while working on a small exhibition booth, designer must not focus only on the visual effect but also consider the practicality of the station.
2007 All Rights Reserved. Written by Ronald Chau from www.pilconcept.com
