Exhibitions are no different to other forms of communication – At the heart of them is a story to be told.
The story is therefore the first thing that the designer needs to have a clear understanding of, only then can they begin work on how best to tell the story through the exhibition.
And of course, the story has to take into account (amongst other things); Available space, objects/materials to be used, audience (type & amount), budget, and timeframe.
Plus, unlike watching a video or reading a magazine (passive experiences), visitors at events/exhibitions can choose what they watch/read and the order in which they do so. Therefore it’s crucial their attention is attracted and guided on a journey.
Technology can help the journey.
We use technology to enhance the event/exhibition experience.
As mentioned earlier, each visitor journey is unique. Some visitors will whiz through, perhaps just scratching the surface, and so this journey must tell the story at its simplest level. But many visitors will want to dig a little deeper and this is where technology can help to create more dynamic journeys. It’s about rewarding the visitor’s curiosity with engaging content.
iPads and touch-screens can provide interactions allowing the visitor to discover further content. And enhancements to the event/exhibition space can be created using augmented reality, or event apps. Exhibitors should be taking advantage of the powerful resource nearly everyone has – A smartphone. In addition, these technologies can create two-way conversations, allowing exhibitors to gain valuable visitor information and for conversations to be held across social networks, improving engagement and awareness levels.
Visualisation helps to better understand the journey.
The days of showing the client flat graphics and asking them to visualise them ‘on that wall’ or ‘in that space over there’, are long gone. 3D renders of an event space/exhibition have become a crucial part of the design process. The 3D models often bring to light inconsistencies in branding, graphics that aren’t attention grabbing enough, issues with space, lighting problems – All factors that will affect the visitor journey.
The ability to digitally walk through a 3D event/exhibition space can save a lot of time and money in the long term, due to minimising large-scale changes to the real event/exhibition space. It helps to ensure the design journey is just as good as the visitors one.
Please do get in touch if you’d like help with the journey of your next event / exhibition.
Until next time