Three to five seconds. That’s how long a person looks at a booth before deciding whether or not they will step inside. Colour, lighting, layout, branding and signage are critical to capturing attention, and the psychology of aesthetics and visual cohesion are critical to keeping it. This is according to SMARTBUILD.
In the busy and loud exhibition environment, where information is at overload and senses are saturated, the margin for being remembered and overlooked comes down to one simple thing: your stand.
Building a stand is easy, but creating a space that captures and holds attention at an exhibition is an art. It is important to create a booth in a way that’s ideally suited to your target market, maximises your participation, helps you achieve measurable return on your investment, and connects with your potential customers.
The value of a well-designed booth comes down to its function. From understanding traffic flow and floor dynamics to designing private spaces and managing complex exhibitor rosters, stands must be designed to optimise every aspect of the space. It is essential that your business objectives are heard and actioned in every part of the build. There is no one-size-fits-all, every industry and company is different and your booth must reflect this.
It comes down to collaboration and co-creation, understanding the needs of the client and the limitations of the exhibition space. And using every corner and square metre to build something that transforms that space into something memorable.
A close co-creation approach is an important quality. Across all sectors, client expectations are changing as exhibitors want more value, more impact and proven results.
Brands are facing tightening marketing budgets amidst global economic friction and geopolitical instability. Exhibitions have to work harder to justify their value which means overheads need to come down or visibility needs to go up. Experience-led stands are becoming increasingly popular, as are spaced built with psychology and visual aesthetics in mind. You need unique offerings that will hook visitors and engaging environments that will keep them interested and connected. You also need a partner that will not only step in and create these extraordinary spaces, but who can be trusted to work with you no matter where you are in Africa.
SMARTBUILD
smartbuildexhibitions.com
