Top 3 Tips To Boost Your Branding at Trade Shows
What makes your company unique? That answer may come easily to you on paper, but displaying that message visually can be challenging. We’re providing a Motion Designer’s approach to standing out from your competitors in the ever-evolving market of virtual and in-person trade shows.
DIRECTION CREATES ATTENTION
BALANCE IS THE KEY
MOTION ENGAGES
Let’s explore each of these further.
Direction Creates ATTENTION
What are the elements of other trade show booths that stand out most to you? Look through examples of other booths and notice where and what you first look at. When choosing content to display, it should be intentional and specifically direct an audience to get the clearest and quickest picture of what your company is and does.
Where Should We Be Looking?
Too much text creates visual chaos.
Here is one quick way to create better direction:
Color - Your brand has a color palette, utilize it purposefully! Color can be used to emphasize where to begin a customer’s journey through your expo space, or highlight the key information you want to deliver to your audience. Just be sure to use it sparingly…
Too many contrasting colors can create sensory overload. If your carpet is bright red and the rest of your booth is white, your audience may be too busy looking at the ground to remember to look up! Find ways to simplify your colors to create the clearest direction, especially when you’re working in limited constraints on a virtual floor.
Balance is the KEY:
When we view designs we are searching for balance, which comes from a combination of colors, words, and shapes. The human eye scans an image or design in a specific and natural path, as seen below:
Helping your customers to follow that pattern can more easily lead to their chances of making an introduction instead of walking (or clicking) past. You are inviting the audience into your space with clear design and selling them on your brand and pitch instantaneously. It should feel comfortable to the customer’s eyes from top to bottom, near or far.
Motion ENGAGES:
Video continues to be one of the most effective and affordable tools in the business world to engage and maintain an audience’s attention. It adds another dimension to the ‘7 Touchpoints of Marketing’ because you can incorporate your branding into each individual video you make.
Whenever you decide to bring motion into the brand, set a goal for the purpose behind the motion. Here are some questions to consider:
What message do you aim to deliver through motion?
What is the primary goal of you message?
What is your call-to-action?
These questions can help bring clarity to the motion, as seen in the differences between the two Animated logos below.
See how Animated logos can be utilized at your next tradeshow!
This blog was written by Kathryn Taccone, Co-founder of Open Pixel Studios, a women-owned Animation studio in Massachusetts.