These are 9 basic principles steps when branding for exhibitions. The 1st step is vital with the rest positioned in any order. The Finland Pavilion at the Shanghai World Expo holds too true to theses design principles.
1. The core idea is to tell a story.
What holds the concept and how the idea is brought together from brief to finished product. The design team needs to tick all boxes when developing ideas. Thoughts on how best to communicate your brand and how to do it within a creative space. What is the result and how your consumer interacts with your brand?
2. Stimulate the sense.
Touch, smell, sight, and sound can play a key role in brand communication. New Technology is pushing brands to create there own unique scent. The sense of smell is a powerful and advanced form of human interaction. Which is rapidly becoming a formality when developing brands. This sensory branding creates a strong association with your consumer and one that you can use to your advantage. By stimulating these senses brands can transport consumers and control their surroundings which they in. The intelligent use of lighting can change emotions, set moods, and builds a subconscious brand.
3. Brand interaction.
Use everyday scenario when interacting with your brand to create relevancy and association. Your brands need to understand how consumers interact with their products before you connect with them. Foresight is key in understanding when presenting brands to clients. What and how you decide to interact with your target market need to be decided within the corporate guidelines. All this is threaded into your brand story and how effectively the designers carry this concept across depends on the company insight of their consumers.
4. Yellow brick road.
Create interesting characters your Scarecrow or Cowardly Lion, an absorbing journey that excites your consumer to spend time with your brand or lose the opportunity. Maximize your exhibition space can play in your favor a few seconds at best for consumers helps keeping their attention and having them spending more time with your brand is vital.
5. Controlled environment.
Creative’s need to be able to control the consumers’ environment and lead the viewer to interact with closed spaces to open areas. Effectively helps them to explore their environment and give them the freedom to do that, time to pauses and do it through visual stimulation the sense. The more you control the easy it’s to bring across your brand message and slowly digested large amounts of information.
How information is displayed and what is displayed without over stimulating the senses is important. Create sections of information that can be gradually absorbed, easy, simple, and clear. As your viewer might speak a foreign language. How your information is carried across a need to be taking into consideration. Translate communication in various languages and supporting visual communication will help.
7. Minority report
3D Projection, Augmentative Reality, and Touch Screens are the latest craze. Don’t be tempted to squeeze the latest technology understanding how to use it is vital but to complicate and consumers will lose interest, to easy and it’s not memorable. There needs to be a balance between various interactions from the basic Poster Display to the latest 3D Glasses. It’s not using the latest technology but how to use it, how you want your brand to be seen by your consumers as a forward-thinking corporation that understands how their client thinks. Create interactive pods for each section and slowly build on your interaction with the viewer.
8. Human touch
Provide the ground staff with additional training to have the ability to support when assisting consumers. The language of your brand needs to be expressed by your friendly staff and training is important to extend the brand with a human face. The Genius staff of Apple is a good example of how to use your staff as brand ambassadors. The continuity from brand to staff needs to be in synergy to leave be hide a memorable experience to take home.
Keep your environmental footprint small as the amount of energy and non-biodegradable material used are easily picked-up by consumers.