Prospect analysis of exhibition design

Prospect analysis of exhibition design

No matter the design of Expo, art gallery, museum or trade show, all exhibition institutions are the same, and they are all places to provide information. Exhibition designers need to use all skills-lighting, charts, models, models, decoration, photography, explanation and so on. Provide information to the audience in a pleasant way. Display design is very important. Good exhibition design is not only to make the exhibition beautiful and attract the audience, but also to inspire and entertain. People in the industry who are optimistic about the exhibition design have put forward a strong argument, that is, face-to-face and targeted contact and communication between manufacturers and audiences at the exhibition. Here, people get to know each other and build trust through conversation and nonverbal communication. This kind of communication is completely different from person to person and targeted, so it is easy to achieve results. This is an irreplaceable advantage of the exhibition.

First, exhibition design is an ancient industry.

Exhibition design is an ancient industry. Today's exhibition is not much different from the money lenders Jesus saw 2000 years ago. Artists may not like exhibition design? Sales? Words, but what is the function of the exhibition? Sales? . Trade fairs sell goods and museums sell knowledge. They are similar in that they must attract the audience, keep their attention, provide them with information and goods, and make them accept them.

Commercial exhibitions and non-commercial exhibitions are actually the same. Although the museum thinks the trade will taste like copper,

The fair thinks the museum is out of date.

Exhibition is the oldest market form. For thousands of years, the emergence and development of exhibitions can be divided into four stages: primitive, ancient, modern and modern. Today, exhibition has become a mature and huge industry. The form of the exhibition will constantly change to meet the needs of social, economic and trade development.

The exhibition came into being and developed because of the need of economy. For thousands of years, the principle of exhibition has remained basically unchanged, that is, through? Exhibition? And then what? Browse? Achieve the purpose of exchange. But its form has been updated. When the old exhibition form can't meet the needs of economic development, it will be eliminated and replaced by the new exhibition form. The development of exhibition depends on the development of economy, which in turn serves the economy.

Human trade originated from barter, which is a primitive and accidental transaction, and its form contains the basic principle of display, that is, to achieve the purpose of exchange through display, which is the initial stage and form of display. With the development of social economy, the number of exchanges is increasing, and the scale and scope are also expanding. The form of exchange has also developed into a market with a fixed time and place. The period when the market came into being and developed is called the ancient exhibition stage.

17-19th century, under the impetus of the industrial revolution, industrial exhibitions appeared in Europe. Industrial exhibition has the characteristics of industrial society. This new exhibition form not only has a strict organizational system, but also expands the exhibition scale from local to national and finally to the world. This period is the modern stage of the exhibition.

Modern exhibition is a form based on the combination of the two. Modern exhibitions generally refer to trade exhibitions and expositions, which began at the end of 19. Exhibition design must be a well-thought-out process. A good designer must observe and understand. Design is also the application of form, taste, color, style, shape, format and decoration.

Second, the exhibition design and the overall image of the enterprise

The exhibition industry is facing severe new challenges in the following two aspects: first, enterprises are facing increasingly fierce competition, and reducing costs has become the key to gain a foothold in the market. According to experts' experience, the market of exhibition industry depends on the economic situation. When the economy is good, the corporate budget is relatively loose, and all exhibitions, large and small, are willing to participate, and luxury booths are required, and the money in the pocket seems inexhaustible. But when the economic situation is bad, they will hesitate, even if they attend the exhibition, they dare not exaggerate, so the venue layout is simpler. Generally speaking, the expenditure of enterprises in exhibitions is getting more and more tense, so many enterprises have adopted the strategy of giving up small exhibitions and concentrating manpower and material resources to run large exhibitions.

Second, the rapid development of other media means has enabled enterprises to have a variety of channels for information broadcasting and contact with the outside world. Therefore, a representative point of view is that since enterprises can go beyond the limitation of time and space and contact anyone through computer networks, they don't have to attend exhibitions as before. In other words, compared with those fashionable electronic media, from? Is it fair? Developed exhibitions seem out of date.

What is the prospect of convention and exhibition industry? People in the industry who are optimistic about this put forward a strong argument, that is, face-to-face and targeted contact and communication between manufacturers and audiences at the exhibition. Here, people get to know each other and build trust through conversation and nonverbal communication. This kind of communication is completely different from person to person and targeted, so it is easy to achieve results. This is an irreplaceable advantage of the exhibition. Some high-tech products or services need professionals to explain and demonstrate to customers in person, so it is particularly important to attend the exhibition.

However, the above two challenges exist objectively. Only by actively adapting to these changes and taking effective countermeasures can the exhibition be in an invincible position for a long time. Many experts have discussed this, and the same opinion is that the status and function of the exhibition must be redefined. It is necessary to organically combine the participation with the overall public relations work of the enterprise and the establishment and publicity of the overall image of the enterprise, and take all possible measures to reduce the participation cost. The implementation of these principles is first reflected in the design and construction of the booth. The design of the booth should reflect and strengthen the corporate image and embody the entrepreneurial spirit. The exhibition is no longer a stall selling goods. It should no longer display a single product in isolation, but take the product as the carrier to display the whole enterprise, its ability and its grade through comprehensive means. In addition to the introduction and promotion of the product itself, these means also include extensive information dissemination, communication, advertising, public relations and consultation. While letting the audience know about the products, it also deepened the impression of the enterprise to a certain extent. Therefore, in the design and construction of the booth, we should focus on this center and do the following:

Make full use of all possible elements, such as the composition, materials, acoustics, lighting, colors and other decorative items of the booth, constantly give the audience a sense of freshness, stimulate their curiosity, make them interested in the booth, and then have a desire to talk with the exhibitors.

The design of the booth should emphasize individuality, and at the same time, it should be convenient for conversation in space and atmosphere. If it can make people exist here? Don't have a hole in the sky? I feel at home again, which is the most ideal.

The supporting use of booth elements should also help to enhance the persuasiveness of the staff's conversation, so that the instant goodwill of customers can be repeatedly confirmed and strengthened in a limited time and space, laying the foundation for post-exhibition contact.

Booth design should also be considered to match other activities planned by enterprises during the exhibition. More and more large enterprises regard exhibitions as a good place for public relations activities. Besides the exhibition itself, they also hold various meetings, seminars, performances or receptions during the exhibition. Because the audience is large and concentrated during the exhibition, these activities are held at the same time as the exhibition, which has great influence and saves money. On the other hand, this puts forward new requirements for booth construction. In the final analysis, the attitude of enterprises to the exhibition also depends on whether it is economical or not. Therefore, while ensuring the effect, we should also calculate the economic account, use new reusable booth materials as much as possible, carefully study the design scheme and reduce unnecessary expenses. In short, it is of course the best for enterprises to do more with less money. But this is easier said than done. It requires booth designers and builders to be more imaginative, creative and flexible.

Therefore, there is a trend that large enterprises begin to cancel their internal exhibition departments and entrust exhibition design agencies to exhibition service companies or similar advertising companies, who are responsible for planning, organizing and implementing various supporting activities from the design of booths. On the one hand, it improves the specialization of exhibition construction, on the other hand, it also gives enterprises the possibility of bargaining. Therefore, advertising service companies are often under great pressure in terms of price and time, but this may be the only way to effectively promote the specialization of the exhibition industry and make it more suitable for market competition.

Third, the life of the exhibition lies in innovation.

Not long ago, Bai Ye, a German exhibition management expert and professor at Ravensburg University, was invited to give lectures in China. In an interview with a certain media, he pointed out that most mature exhibitions have gone through decades or even nearly a hundred years of market cultivation, and the exhibition organizers must constantly do innovative work for the exhibition in order to constantly adapt to the changes in new forms and new markets. ? Four new exhibitions? The organizer's nine years of fatigue and busyness have given it a brand effect. Although there is still a gap from mature international brand exhibitions, it has entered the fast lane of benign development from the perspective of its continuous innovation and enterprising development track.

Since the last two years? Four new exhibitions? Just start the CD of the exhibitor and store all the information of the exhibitor, all the time? Four new exhibitions? Unique, and since this year, exhibitors' information has entered the website, and a trading platform has been built according to the information. Four new exhibitions? Extend into a never-ending exhibition. Moreover, every year, exhibitors will get a service manual before the exhibition, including all aspects. This year, intellectual property terms have been added to achieve international integration. In addition, this exhibition is divided into four professional exhibition areas for the first time according to the content, which intentionally downplays the concept of international and domestic exhibitors, which not only facilitates the audience to visit, but also improves the exhibition effect and competitiveness. Not only that, but also two theme product exchange meetings in the name of romance-? Color tour? And then what? A formal tour? They are all held at the exhibition site, and the speaker directly introduces the products and market development trends to the audience and other exhibitors. More than a dozen lectures were packed and the effect was quite good. What surprised the exhibition industry even more was that this year's exhibition was divided into professional visitors and non-professional visitors for the first time, and a professional company like Kunlun Yifa was hired to collect audience information. According to the information, the organizing Committee will provide professional visitors with new things and changes in the advertising industry that they are interested in in in time. At the same time, it will also provide exhibitors with relevant information to link it with the information of the audience.

Although some so-called innovations may not be? Four new exhibitions? Unique, but it is also an innovation to learn from the experience of others for effective reform. Undoubtedly, after the reform and innovation? Four new exhibitions? It has changed from a simple exhibition to a platform for exhibitors. It used to be a low-level service, paying attention to speed and efficiency. Now, it has begun to develop into deep-seated services. In addition to speed and efficiency, all services must meet the requirements of marketization, specialization and internationalization.

In fact, for all exhibitions, the development trend of marketization, specialization and internationalization is inevitable. Only by recognizing the form and actively carrying out reform and innovation can the exhibition develop and even survive. The closure of the 11th security fair is a reminder to all exhibitions that only pay attention to form but not substance, and constantly innovate Beijing advertisements? Four new exhibitions? It gives the exhibition industry an inspiration and hope.

The market economy is characterized by competition, which will inevitably lead to the survival of the fittest. A vibrant exhibition must be constantly reformed and innovated.

Four. conclusion

Display design is not only artistic and functional, but also should pay attention to its commercial characteristics. Its commerciality is far greater than other characteristics, and it is an extension of enterprise goods in a sense. The quantity and quality of commercial information injected by large-scale exhibition design directly affect the success of organizational units and enterprises. Conceiving the theme and style of the exhibition can enable designers to grasp all the information of enterprises and commodities completely and accurately, effectively mobilize all means of exhibition art, and provide strong support and help for exhibitors to seize market opportunities and establish a good image. Exhibition design will have a good prospect in continuous innovation.

Pay attention to exhibitions: it is difficult to define an exhibition. Exhibition, exhibition, exhibition and trade fair mean the same thing. Trade fairs, world expositions, ecological centers, heritage centers, contemporary museums, galleries, science centers, travelling exhibitions. Exhibitions are different from shops or vendors. The former has the function of establishing quality image, while the latter is direct selling.

Exhibition designer: Exhibition designer is a strange term. Unlike architects, it refers to architects of buildings. Designers in the exhibition design industry need to define. Here, it should be the title? Exhibition? . But? Exhibition? Many people don't know it themselves. In 1960s, British universities set up separate courses for pure art and commercial art, but omitted exhibition design, which only existed in small colleges and was set as junior college courses.

References: History of Exhibition Design and Exhibition Design;