Preparing a DISPLAY
An effective display and an exhibit should arouse interest, stimulate thought and cause action. Most fail to do this. Too many displays are cluttered and contain conflicting messages.
“To get attention your display must be different.”
Displays and exhibits must get their messages across quickly. Displays should contain simple messages. The fewer words the better. They should always arouse interest and cause action.
A handful of tips to prepare a memorable display
* Plan your display
What is your aim?
State your aim clearly
What message do you want to get across? Write it down in one sentence.
What actions do you want your viewers to take? Write this also down in one sentence. Now you are ready to start planning your next display or exhibit.
Most people designing displays have too many messages and clutter up their exhibit causing confusion.
* First arouse interest
It is essential to stop people to see what the display is about. Use gimmicks to get attention.
“If you don’t stop them – you are wasting both time and money”.
* What’s new? See our latest product
Active displays are better than photos and blocks of text.
People doing things, live animals (especially young animals) and working machines and models all create interest where people stop to see what is going on.
* Keep your message simple
Use simple basic English and keep words to a minimum.
Use appropriate visuals to tell the story.
Large clear lettering allows people to read the message from a distance. Use strong basic colours to get attention and these are best for clarity.
* Involve your viewers
Encourage people to compete in events or take part in competitions and raffles.
Give worthwhile prizes and handouts.
Aim to make appointments with interested people for follow-up calls if you are selling a product or a service. Make sure you keep any appointments you make.
* Make the area attractive and colourful
Keep the exhibit fresh, clean and tidy.
Be different to other displays. If you are using living plants or animals, keep changing them.
Attendants should be obvious, neat and well groomed with a uniform to distinguish them.
Attendants must be well trained, knowledgeable about the services, the business and any products sold. Roster them for regular breaks so they are always fresh, enthusiastic and helpful.
Of all the things you wear your smile is the most important.
Geoffrey Moss mossassociates.co.nz (The author was once the Department of Agriculture’s Superintendent of Shows)
” If you don’t stop them – you don’t sell them!”
SOURCE: For more on this topic see: “Persuasive Ways” first published by Moss Associates Ltd, New Zealand and in Chinese by Shanghai People’s Publishing House and as “Secrets of Persuasion” by Cengage Learning Asia. (Available as an e-book from Amazon.com.) Also available as “Getting Your Ideas Across” from Kogan Page, U.K and a Hungarian translation published by Bagolyvar Konyvkiado, Budapest.
Another Handful of Tips 