I’m sure everyone can remember the excitement leading up to the Science Fair from elementary through high school. The best trade show displays were built with astounding creativity and extraordinary vision. They captured our imagination and drew us over to their exhibit through the use of color, texture, and hands-on features in their display.
One could witness the mind-boggling hours that not only went into research, experimentation, trial and error, and construction — but also the staggering amount of time that went into the show display!
But let’s be honest about one thing: as we walked around the gymnasium with all its stands, booths, exhibits, and projects, we were lured not by the daunting amount of words compressed into chunks of black and white text, but the exciting and colorful displays with interactive features.
Story vs Information in Trade Show Displays
Walking around Trade Shows is not much different. You’re simply seeing ‘big kids’ put forth their best effort to get more people to check out their ‘project.’ The rules are essentially the same as when we set up in the school gymnasium: create a visually appealing display that represents what your product or company is all about; and then communicate its function, features, and benefits.
Here’s the catch (and it’s kind of the same as when we were kids): people want to hear a story and get a feel for your product and company, not be bombarded with copious amounts of information about every nuance and minute detail of your latest product release.
I guarantee that you passed by the Science Fair Projects that were totally information-based and instead made your way over to the interactive display featuring a live volcano!
“Humans are not ideally set up to understand logic; they are ideally set up to understand stories.” -Roger C. Schank, Cognitive Scientist
Choose your trade show displays with an aim to convey your company’s or product’s story and you will find crowds eagerly surrounding your booth. When your company or product represents a story, or an idea, people will find that they can more easily relate with what you’re trying to communicate. Attempting to appeal solely to their intellect will, inversely, create indifferent customers, who may pass your trade show displays by looking for the ‘fun’ display (possibly with a volcano!) that engages their humanity by telling a story.
Decide what story you want to tell about your company or product and show it in your trade show displays.
How was it conceived? Who brought it into creation? What adversity was overcome to enter into the market? What is unique or unusual about your company or product offering?
Let people know these interesting details and they will feel like they are getting a backstage pass into your company’s world. This creates trust between your brand and your target market.
Take some facts, history, anecdotes, and even some seemingly irrelevant details, and shape it into a story that defines your brand, and you might just create interest where there was little before.
Design vs Function
Steve Jobs once said that:
“In most people’s vocabularies, design means veneer…But to me, nothing could be further from the meaning of design. Design is the fundamental soul of a human-made creation that ends up expressing itself in successive outer layers of the product or service.”
Your trade show displays, with uniquely constructed and highly visible orbital truss kit, will help tell your story through its design. The particular shape, fabrication, and features of your display has the ability to ‘open up’ and invite people into your company’s portable representation of itself.
This is where Agency Promo Group excels. With access to an impressive selection of products, let us sort through the vast catalog of displays until we find the right fit for you.
Just tell us your story and we will match the right trade show displays with your company’s unique qualities.