The document discusses the importance of impactful exhibit design at trade shows. It notes that the customer's perception of a company will be formed based on the appearance and quality of the exhibit. Effective exhibit design can influence a customer's buying decision. The document provides tips for cutting through clutter at trade shows, such as using a minimal design with anchor images and limited text. It also discusses using different exhibit structures, graphics, lighting, and motion graphics to tell a company's story and make their message stand out.

1. Impactful
Exhibit
Design

2. Why do I need a great
exhibit design?

3. • 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.

4. Graphics

5. Collateral Design vs. Large Format
Collateral (Brochures, Sell Large-Format (Trade Show
Sheets, Pocket Folders exhibits & displays, Billboards)
captive audience fighting for attention

6. 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.

7. Cutting through the
Clutter

14. Cutting through the Clutter
• You’re not alone
• Stand out
• Limit Fragmentation
• Break from the norm

16. Tell the Viewer
• Who you are.
• What you do.
• What you do best.

18. Show the Viewer
• 3-5 seconds
• Speed bump
• Limited text!

20. Bad vs. Good
Simple is good…but
this is too simple
Better Solution

21. 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.

24. Text
• Keep text to a minimum
• Can be used as a graphic
element

26. 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

29. The Deeper Story
• Beyond the cliches
• providing “cue cards”

30. Shear Dynamics
• Designs and manufactures precision cutting-shears for
the salon industry.
• Product line changes drastically each year.
• Proud of their Japanese heritage.

32. 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.

35. • Warm colors tend to migrate to a foreground position within the
mural and provide a sense of “energy” and “motion.”

36. • Cool colors tend to be associated with background elements
(atmospheric perspective) and usually have a calming effect.

41. The technical stuff

42. Vector
vs.
Raster

43. Vector images are
comprised of
mathematical
Vector Based
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 Illustrator

44. Raster Based
Raster 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

45. Resolution
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

46. Color Gamuts
A - Human Eye
B - Various software
packages
C - Various input and
output devices

47. 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.

48. One company...
...three solutions

49. 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.

50. Portable
• lightweight
• single person
• transportable
• can’t support much weight
•

52. Modular
• packable but not portable
• can hold more weight (monitors, etc)
• usually reconfigurable
• efficient shipping costs

54. Custom
• Can be big and heavy
• Crate delivered
• Sky is the limit
• Organic shapes

56. What Makes A Good Design
• Integrating structure and
graphics

61. Three levels of branding

64. custom flooring...
...can double your
effective branding space.

66. Motion Graphics
• Allows you to tell a complex story
• Provides info in small, rapid doses
• Improves retention
• scalable
• editable

69. 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

70. Questions
and
Answers

71. Thank You!