Are You Presentable From All Sides? The Art Of Building A Trade Show Display In The Round
Can your trade show display be viewed from any angle? Many companies are choosing to design their trade show exhibit to appeal from every side; learn how to make it work for your business.
A Trade Show Exhibit Inspired By Theatre In The Round
For many years, some of the most artistic and innovative theatre companies have been putting on performances in the round. In the round means that there is no 'back' to the stage; your audience is all around, so you have to be certain that you're always presenting an appealing visual from every side of the stage. This becomes even more complicated because the design must be a good setting for the telling of a story.
Remembering the roots of the total visibility trade show exhibit often helps first-time designers with their initial conceptualization. Your information is like the plot of the play, unfolding against the backdrop of your trade show displays. When you have the unit out in the open, the stakes of good display practice are higher, but there's a lot more potential reward as well. Like the set designer for a major production, you must always remember that you're promoting a product or the unit itself can take over.
Square Or Round Trade Show Display?
The first choice you will make will be to decide what shape you'd like the unit to take. Theoretically (and budget permitting), you could make it any shape you desire. Some of the companies with the largest budgets will create highly personalized shapes that further represent their company or offer particular advantage for showcasing their products. While this might be a good option for your next trade show display, your first exhibit in the round can be a bit more simplistic. Simply decide whether you'd like the strength and hardness of a squared-off unit, or the curved form of a circular version. Like with so many other questions, there isn't a wrong answer; it's simply a matter of which you feel best suits your company.
Remember That Your Trade Show Exhibits Have No Back
Whenever you design one object for an exhibit, you need to plan what will be put in back of it. When you have true total visibility, people will literally see things from every angle. If you've chosen to put a sign high above your exhibit, you need to think about how you'll hide the supports so people passing on the other side can read it as well. In some cases, adjusting for this is as simple as creating a mirror image of the front on the backside. In other cases, it can be much more difficult. One way or the other, the key to success here is to simply plan out all sides of the unit and its components.
Creating a cohesive and visually dynamic freestanding display is an art that takes time and practice to master. Once you have some experience under your belt, you'll have a substantial advantage because this type of unit looks like no other. Many companies and visitors consider it to be the pinnacle of modern trade show displays. Your first attempt might not win any awards, but with additional experience you'll be able to create even more outstanding designs that will impress visitors at every angle.
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ABOUT THE AUTHOR
Chris Harmen shares New Jersey trade show display tips and tricks for Skyline. As a leading producer of trade show displays in New Jersey, Skyline understands what it takes to create a successful unit.