Enterprises participating in international exhibitions are an opportunity to showcase their products and corporate image. However, for the same product, how to package and display it, at an exhibition site with thousands of exhibitors, the first impression left on the merchants is often the construction of the booth. Therefore, to a certain extent, the quality of the booth construction determines the customer’s perception of the participating companies and products.
Foreign exhibitors have done a good job in the corporate identity system (CI) and visual identity system (VI). In short, it is to use a unified pattern and color design that can highlight their own image in places with their own symbols such as booth construction, objects used and promotional materials.
Foreign exhibitors have unified patterns and tones from booths to promotional materials, and even small accessories, so it is easy to stand out from thousands of similar exhibitors and leave a deep impression on past merchants. On the other hand, the booths, exhibits, printed materials or souvenirs of Chinese exhibitors are of different colors, and they are easily confused when put together with the promotional materials of other exhibitors.
(I) Three steps to consider booth design
(1) Consider the purpose of this exhibition and which target group you want to attract the most.
(2) Consider whether the display content matches the purpose of the exhibition, clearly coordinate and classify the display content, select the matching quantity according to the booth area, and pursue precise positioning rather than quantity accumulation.
(3) Consider whether the display effect can serve the purpose of the display, how the space can carry the brand image, and whether the brand image has a unified and continuous effect to enhance the output effect of each exhibition. Finding a design element to run through the entire space can achieve the unity and continuity of the brand image.
(II) The significance of hardcover booth
Brand image is everywhere. As a large enterprise, brand value has an invisible penetration. Exhibition display is only one of the brand display behaviors, but it is the most important channel that cannot be ignored. In the eyes of peers and audiences, hardcover is a window to the brand temperament and corporate development status, just as people will pursue suitable and exquisite clothing to show their charm. Therefore, hardcover booths are a display of strength for large enterprises. If you want to control the cost, you need to allocate the cost of the space design part. According to the exhibition background and the overall brand image attributes, the key display parts should be highlighted, that is, 70% of the eye-catching design should be reflected in this area, and the non-key areas should be weakened. The details should be artistically processed as much as possible to show the requirements for the brand image. The overall image design needs to be simple, light and artistic, simple yet elegant.
(III) How to beautify the standard booth
For the beautification of the standard booth, the focus is on the design of the flat poster. The color selection of the poster screen should not be too much, the title should be clear, and the hanging painting style display of the picture and text information can enhance the beauty. The product display cabinet needs to be specially designed with the characteristics of the product.
(IV) New trends in global booth design and construction
The design structure tends to be lightweight, simple, and rich in design content. Paying attention to the interactive experience is the design trend of the exhibition space today. In the future, more interactive experience displays will be used in exhibitions to allow visitors and brands to achieve more offline and online interactions, thereby increasing the brand’s dissemination. Low-carbon and environmentally friendly booths are also a future trend. In addition to the reusable booth structure, light structure and heavy content are important means for future exhibitions to reflect low carbon and environmental protection.