Rules to follow to get the best memorable impact from your exhibition stand

It’s been a long time since we all settled down for the evening and sat around listening to wise old men telling stories to pass down knowledge and learning. Life is so much faster these days and you only have seconds to impart the message and learning.

This is called visual storytelling and is widely used in today’s marketing world and for a very good reason; the visual cortex is by far the largest portion of the human brain. A study carried out by Brain Rules showed that a typical person remembers only about 10% of what they hear after 3 days but if a picture is shown then that percentage increase to a dramatic 65%.

Pictures also evoke emotion and persuade the audience to take action. A good example of this is the difference between TV and Radio, ask yourself which has the biggest lasting impact? The lesson; show don’t tell! Especially when it comes to your exhibition stand design.

There are always exceptions to the rule but generally most people would agree that visual messages backed up by good graphics get more attention and as the world becomes more and more visual with the population getting used to Snapchat, Instagram, Facebook and other visual media not invented yet this emphasis will only grow. Over the next few weeks we will publish a few rules to follow that will help engage your audience and avoid the many pitfalls helping you choose the best exhibition stand design company for your next show.

#1 Tip number one: Be firm with your designers!

When talking to your exhibition stand designers make sure they understand you want to “show not tell” A general rule in filmmaking and newspapers is don’t tell your audience something unless you can make them see it – we all think in pictures, not words.

If words are used they must paint a picture. If you can show a client how it works rather than describe it then do so he or she will remember it. Likewise, when advertising a product or service show it in use rather than describe how it works. Sounds simple but you will be very surprised when you walk around an exhibition hall how many are telling with lots of text or salespeople bending prospective customers ears rather than good pictures showing the product or service in action.

Plus Exhibition stands are very aware of this rule and we are happy to provide a free 3D design of how we think your stand could work better for you. All you have to do is send us an email or call us on 01782264110. We will then have a 10-minute chat with you to develop a brief and provide a free with no obligation design.

Watch out for the next rule in the next few days.

Tom Bristow

Plus Group

Tom Bristow is the Managing Director of The Plus Group and has worked in the exhibition industry for over a decade. He is passionate about the service his company provides and he eats, breathes and sleeps everything exhibitions.

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