Gone are the days of “billboard” marketing, where logos, product shots, and carefully-crafted messages were used as primary selling methods. In today’s world, creative design has become much more important – and far more complex. Today’s customers are looking for more from their partners. They want to do business with brands who offer products and services that solve their challenges, but also those who align with their values.
That means that creative design for face-to-face marketing needs to evolve, too. The key to success is creating experiences that leap off the page – literally and figuratively. Designing wow-worthy exhibits means offering multi-dimensional experiences that give customers the chance to touch, feel, and experience how your product or service will solve their challenges, while also demonstrating how your brand (and its values) align with their own.
Below, our forward-thinking designers share their top tips for designing for today’s customer:
- Always begin with strategy. By beginning with a strategic foundation, you will improve visual and message continuity, as well as deliver a more meaningful experience throughout the entire customer journey. The end result? A strategic foundation will move your business and marketing objectives forward.
- Know your audience. Before you begin the design process, take time to define your experience and ask yourself three questions:Infuse industry, cultural, and technological trends. Remember, inspiration is all around us. When you’re designing your next trade show or corporate environment installation, don’t be afraid to look beyond your industry to see what’s happening elsewhere. Begin by identifying industries similar to your own. Then, look for what’s new, different, and interesting – and brainstorm ways that you may be able to apply the trends to your own work.
- Who are my core audiences?
- What messages are most important?
- What is the intended reaction that I desire from each?
- Infuse industry, cultural, and technological trends. Remember, inspiration is all around us. When you’re designing your next trade show or corporate environment installation, don’t be afraid to look beyond your industry to see what’s happening elsewhere. Begin by identifying industries similar to your own. Then, look for what’s new, different, and interesting – and brainstorm ways that you may be able to apply the trends to your own work.
So what are some of the cultural and technological trends we’re seeing that are affecting trade shows and corporate environments today? Our strategy and design team have pulled together a few examples of what’s influencing the market right now:
White out the white space. More and more brands are beginning to move away from the clean, crisp, all-white booths of the past, implementing more colorful palettes and textures into their space. Warm woods, rich tones, and strategically placed lighting are being used to help create a more inviting environment for their visitors.
Intentionally unfinished. Historically, trade show exhibits have been about clean, polished designs that emphasize finish and perfection; however, today, more brands are embracing an industrial feel that delivers a more (intentionally) unfinished look. From unassuming combinations of metal and wood, to brighter lighting and steel accents, more exhibitors are embracing the industrial-inspired look for their designs.
Work where you live and live where you work. As the boundary between work and personal life blurs, more employers are designing workspaces that help their employees feel more at-home. From piazza-style lunch rooms to great-room style collaboration stations, employers are looking for more ways to blend home-style influences into work-related environments to help create productive spaces that meet the desires of today’s employees.
Bringing the outside in. From greenery walls to sustainable design materials, many brands are opting to emphasize sustainability when designing their interior spaces. Because today’s associates want to work for employers who care about the environment and the world in which we live, more emphasis is being placed on where materials are sourced, as well as how more eco-friendly designs can be integrated into indoor spaces.
Want to learn more about how we utilize trends to influence our creative design for face-to-face marketing solutions? CLICK HERE to sign up for Exhibitpro’s 2018 Design Trendbook.
If you’re looking to kick up your creative, or design more meaningful experiences, we can help. Drop us a line at INFO@EXHIBITPRO.NET and one of our strategists or designers will set up some time to discuss your goals and identify solutions that will help move your business forward.