{"id":73670,"date":"2023-04-14T10:52:16","date_gmt":"2023-04-14T09:52:16","guid":{"rendered":"https:\/\/www.solopress.com\/blog\/?p=73670"},"modified":"2023-10-07T11:20:21","modified_gmt":"2023-10-07T10:20:21","slug":"5-sfaturi-pentru-standuri-personalizate-pentru-expozitii-comerciale","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/ro\/exhibitions-trade-shows\/5-tips-for-bespoke-trade-show-stands\/","title":{"rendered":"Expune\u021bi ca un expert: 5 sfaturi pentru standuri personalizate pentru expozi\u021bii comerciale"},"content":{"rendered":"
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Pe m\u0103sur\u0103 ce afacerea dvs. cre\u0219te, abordarea dvs. \u00een ceea ce prive\u0219te expozi\u021biile comerciale trebuie s\u0103 creasc\u0103 odat\u0103 cu ea. Dac\u0103 v\u0103 afla\u021bi \u00een situa\u021bia de a l\u0103sa \u00een urm\u0103 lumea meselor de \u0219evalet \u0219i a schemelor de cochilii, atunci un stand mai mare v\u0103 va cere s\u0103 g\u00e2ndi\u021bi \u0219i voi mai mare.<\/p>\n

Am discutat cu expertul \u00een domeniu \u0219i designerul de standuri expozi\u021bionale Andy Hickinbotham despre noul set de considera\u021bii pe care va trebui s\u0103 le aborda\u021bi atunci c\u00e2nd crea\u021bi o prezen\u021b\u0103 expozi\u021bional\u0103 la scar\u0103 larg\u0103. Iat\u0103 cele cinci sfaturi ale lui Andy pentru a v\u0103 transforma urm\u0103torul stand de expozi\u021bie \u00eentr-un adev\u0103rat spectacol, \u00eempreun\u0103 cu imagini ale unora dintre standurile sale preferate.<\/p>\n

1. Alege\u021bi un lucru<\/strong><\/h2>\n

Suntem obi\u0219nui\u021bi s\u0103 ni se spun\u0103 s\u0103 alegem o tem\u0103 general\u0103 pentru standurile noastre expozi\u021bionale. Un concept care s\u0103 ne informeze con\u021binutul vizual, fizic \u0219i scris. Andy \u00eei \u00eendeamn\u0103 pe clien\u021bi s\u0103 fac\u0103 un pas mai departe: s\u0103 selecteze o singur\u0103 idee \u0219i s\u0103 lase ca aceasta s\u0103 le inspire \u00eentregul design al standului.<\/p>\n

\"\"<\/a><\/p>\n

Expozan\u021bii sunt adesea m\u00e2ndri, pe bun\u0103 dreptate, de multitudinea de elemente care le compun afacerea. S-ar putea s\u0103 v\u0103 l\u0103uda\u021bi cu o gam\u0103 variat\u0103 de produse sau cu mai mul\u021bi USP. Tenta\u021bia este de a exprima fiecare lucru pe care \u00eel au \u00een favoarea lor. De fapt, a omite ceva poate fi dureros, ca \u0219i cum v-a\u021bi vinde prea pu\u021bin.<\/p>\n

G\u00e2ndi\u021bi ca un vizitator, nu ca un expozant<\/strong><\/h4>\n

\u00cen acest moment, este important s\u0103 nu mai g\u00e2ndi\u021bi ca un expozant, ci ca un vizitator. O expozi\u021bie comercial\u0103 este un asalt asupra sim\u021burilor, bombard\u00e2nd vizitatorii cu mai multe informa\u021bii senzoriale dec\u00e2t pot absorbi. Astfel, creierul devine un cenzor, absorbind doar ceea ce percepe ca fiind valoros.<\/p>\n

Memoria este un editor \u0219i mai necru\u021b\u0103tor. \u00cen momentul \u00een care vizitatorul a p\u0103r\u0103sit parcarea, o mare parte din informa\u021bii vor fi fost arhivate \u00eentr-un loc ad\u00e2nc \u0219i \u00eentunecat. Materialele promo\u021bionale de luat la pachet pot combate acest efect, la fel ca \u0219i o interac\u021biune uman\u0103 semnificativ\u0103.<\/p>\n

Doar cei \u00eendr\u0103zne\u021bi supravie\u021buiesc<\/strong><\/h4>\n

Dar c\u00e2nd vine vorba de designul standurilor, nimic nu bate puterea unei idei mari. Dac\u0103 reu\u0219i\u021bi s\u0103 supravie\u021bui\u021bi \u00een memoria vizitatorilor ca fiind \"tipii \u0103ia ecologici\" sau \"tipii cu modelul uria\u0219 al unei furnici\", ve\u021bi fi ob\u021binut o mare realizare. Potrivit lui Andy:<\/p>\n

Oamenii vorbesc despre \"puterea celor trei\", dar eu cred foarte mult \u00een \"puterea celor unu\". O singur\u0103 idee puternic\u0103, fie c\u0103 este vorba de o lansare, de o veste important\u0103 sau de o singur\u0103 declara\u021bie vizual\u0103, arat\u0103 \u00eencredere \u0219i va fi memorabil\u0103 \u00een mod natural.<\/em><\/strong><\/p>\n

\"\"<\/a><\/p>\n

Este naiv s\u0103 ne a\u0219tept\u0103m ca vizitatorii s\u0103 ia o mul\u021bime de informa\u021bii. Prezentarea a numeroase date, de la declara\u021bia de misiune, la noua variant\u0103 de produs, la cel mai recent scor Trustpilot, poate confunda mesajul. Un mesaj confuz are mai multe \u0219anse s\u0103 fie unul u\u0219or de uitat. R\u0103m\u00e2ne\u021bi \u00eendr\u0103zne\u021bi, totu\u0219i, \u0219i ideea dvs. simpl\u0103 va supravie\u021bui \u00een memoria vizitatorilor dvs.<\/p>\n

2. Nu v\u0103 apropia\u021bi!<\/strong><\/h2>\n

Se nume\u0219te expozi\u021bie. Ne-am prins. Vre\u021bi s\u0103 le ar\u0103ta\u021bi pe toate, deodat\u0103. Este perfect natural s\u0103 vrei s\u0103 creezi un exponat care s\u0103 prezinte totul dintr-o singur\u0103 privire, dar noi vrem ca vizitatorii s\u0103 se implice \u00een standul nostru la un nivel mai profund. Pentru a face acest lucru, Andy recomand\u0103 un design care s\u0103 st\u00e2rneasc\u0103 curiozitatea \u0219i s\u0103 atrag\u0103 vizitatorii \u00een\u0103untru.<\/p>\n

\"\"<\/a><\/p>\n

Blocuri de construc\u021bie<\/strong><\/h4>\n

Dac\u0103 un vizitator are impresia c\u0103 a v\u0103zut tot ce trebuie s\u0103 vad\u0103 la standul dvs., este posibil s\u0103 treac\u0103 mai departe f\u0103r\u0103 s\u0103-\u0219i ia timp s\u0103 exploreze. Andy are c\u00e2teva idei grozave care \u00eei determin\u0103 pe trec\u0103tori s\u0103 se mai uite o dat\u0103:<\/p>\n

Poate p\u0103rea contra-intuitiv, dar unele dintre cele mai reu\u0219ite standuri pe care le-am v\u0103zut au avut pere\u021bi care blocheaz\u0103 vederea. Este o tehnic\u0103 excelent\u0103 pentru a crea suspans \u0219i intrig\u0103. S-ar putea s\u0103 dori\u021bi s\u0103 include\u021bi vizor care s\u0103 \u00eencurajeze vizitatorii s\u0103 se aplece \u0219i s\u0103 exploreze.<\/em><\/strong><\/p>\n

Din exterior<\/strong><\/h4>\n

Chiar dac\u0103 v\u0103 afla\u021bi \u00eentr-un col\u021b, este posibil ca standul dvs. s\u0103 fie \u00eent\u00e2lnit din mai multe direc\u021bii. Pute\u021bi folosi aceste unghiuri diferite de abordare pentru a limita ceea ce v\u0103d. Poate c\u0103 un vizitator va trebui s\u0103 se plimbe \u00een jurul standului dvs. pentru a vedea \u00eentreaga imagine sau pentru a citi \u00eentregul slogan. \u00cen acest moment, a\u021bi st\u00e2rnit deja implicarea lor.<\/p>\n

\"\"<\/a><\/p>\n

Este posibil s\u0103 dori\u021bi s\u0103 ra\u021bionaliza\u021bi informa\u021biile \u0219i mai pu\u021bin, cu foarte pu\u021bine informa\u021bii orientate spre exterior. Acest lucru \u00eei poate atrage pe vizitatori s\u0103 se apropie, s\u0103 arunce o privire \u0219i s\u0103 intre \u00een\u0103untru.<\/p>\n

Intrigant, nu resping\u0103tor<\/strong><\/h4>\n

Ultimul lucru pe care ni-l dorim este s\u0103 cre\u0103m un stand care s\u0103 fie inaccesibil. Trebuie s\u0103 existe o \"cale de acces\" at\u00e2t fizic, c\u00e2t \u0219i psihologic. Un punct de intrare clar \u0219i primitor este esen\u021bial pentru ca vizitatorii s\u0103 se simt\u0103 confortabil \u00een spa\u021biul dumneavoastr\u0103.<\/p>\n

Lua\u021bi \u00een considerare liniile de vizibilitate \u0219i trasa\u021bi traseul vizitatorilor. Astfel, ve\u021bi avea controlul asupra c\u0103l\u0103toriei lor, ceea ce v\u0103 va permite s\u0103 v\u0103 desf\u0103\u0219ura\u021bi povestea \u00een ritmul propriu \u0219i s\u0103 prelungi\u021bi implicarea. Acest lucru v\u0103 va amplifica \u0219ansele de a crea o experien\u021b\u0103 mai semnificativ\u0103 \u0219i, \u00een cele din urm\u0103, memorabil\u0103. Andy o spune astfel:<\/p>\n

Ascunz\u00e2nd \u0219i apoi dezv\u0103luind, crea\u021bi un moment \u00een care vizitatorul dvs. simte team\u0103, surpriz\u0103, exaltare, repulsie, empatie. Evoc\u00e2nd acest tip de r\u0103spuns, din nou, face\u021bi standul dumneavoastr\u0103 mai u\u0219or de re\u021binut \u00een mod natural.<\/em><\/strong><\/p>\n

3. Straturi atr\u0103g\u0103toare, modele pl\u0103cute<\/strong><\/h2>\n

Mintea noastr\u0103 \u00eencearc\u0103 \u00een mod constant s\u0103 dea un sens lucrurilor, c\u0103ut\u00e2nd ordine \u00eentr-o lume haotic\u0103. Perceperea modelelor pare s\u0103 fie o modalitate pl\u0103cut\u0103 de a ne organiza g\u00e2ndurile.<\/p>\n

\u00cen acela\u0219i timp, se crede c\u0103 abilitatea noastr\u0103 de a percepe straturi fizice la diferite ad\u00e2ncimi \u00een c\u00e2mpul nostru vizual deriv\u0103 din nevoia str\u0103mo\u0219ilor no\u0219tri de a localiza apa.<\/a> Este ceva ce se pare c\u0103 suntem programa\u021bi s\u0103 c\u0103ut\u0103m pentru a supravie\u021bui.<\/p>\n

Po\u021bi s\u0103 te folose\u0219ti de aceste dorin\u021be primare cu un suport bine conceput, care ofer\u0103 o complexitate satisf\u0103c\u0103toare prin straturi \u0219i modele.<\/p>\n

\"\"<\/p>\n

Aranjamente avantajoase<\/strong><\/h4>\n

Expozi\u021biile comerciale pot fi exact genul de mediu haotic care ne face s\u0103 t\u00e2njim dup\u0103 un principiu de organizare. Standul dvs. poate folosi modele pentru a deveni un far de ordine \u00een mijlocul dezordinii vizuale. \u00cen schimb, vizitatorii se vor sim\u021bi atra\u0219i de designul dvs.<\/p>\n

Modelele pot face parte din afi\u0219ajul grafic sau chiar din structura standului dumneavoastr\u0103. Un model care creeaz\u0103 celule discrete, cum ar fi un fagure de miere, este deosebit de versatil. \u00cen print, acesta poate crea dispozitive de sus\u021binere pentru imagini \u0219i text. Redat \u00een trei dimensiuni, poate deveni rafturi pentru produse \u0219i articole promo\u021bionale sau o structur\u0103 pentru a v\u0103 \u00eemp\u0103r\u021bi spa\u021biul.<\/p>\n

Atingerea pe grosime<\/strong><\/h4>\n

Straturile pot sparge panourile plate \u0219i pot atrage privirea dincolo de suprafa\u021b\u0103. Atunci c\u00e2nd expozan\u021bii au la dispozi\u021bie standuri similare, fiecare ocup\u00e2nd aceea\u0219i suprafa\u021b\u0103, este o ocazie excelent\u0103 de a sparge spa\u021biul \u0219i de a introduce un punct de diferen\u021b\u0103 \u00eentre dumneavoastr\u0103 \u0219i vecinii dumneavoastr\u0103.<\/p>\n

Utilizarea acestor straturi pentru a introduce con\u021binuturi, texturi \u0219i opacitate diferite va introduce, de asemenea, un nivel de sofisticare care va reflecta \u00een mod pozitiv asupra m\u0103rcii dumneavoastr\u0103 \u0219i va oferi interes pentru clien\u021bi. Andy ne-a spus:<\/p>\n

\u00cencorporarea straturilor \u0219i a modelelor este punctul \u00een care arta \u00eent\u00e2lne\u0219te \u0219tiin\u021ba. Suprapunerea textului peste imagini sau a con\u021binutului AV peste sticl\u0103 transparent\u0103 creeaz\u0103 straturi care ne atrag. Modelele, fie c\u0103 sunt geometrice sau aleatorii, organizeaz\u0103 spa\u021biul \u0219i informa\u021biile \u00eentr-un mod pe care mintea noastr\u0103 \u00eel apreciaz\u0103.<\/em><\/strong><\/p>\n

4. Contrast ridicat<\/strong><\/h2>\n

Atunci c\u00e2nd proiect\u0103m un stand, majoritatea dintre noi ne g\u00e2ndim la alegerea mesajului dominant, a culorii dominante, a materialului dominant. Abordarea procesului \u00een acest mod poate \u00eensemna c\u0103 este u\u0219or s\u0103 neglij\u0103m contrastul.<\/p>\n

\"\"<\/p>\n

Culorile contrastante sunt, desigur, atr\u0103g\u0103toare, dar exist\u0103 \u0219i alte tipuri de contrast care pot fi la fel de atr\u0103g\u0103toare. Texturile, finisajele, iluminarea \u0219i stilurile contrastante pot crea contrapuncte \u00een tot spa\u021biul dvs. care s\u0103 atrag\u0103 aten\u021bia publicului.<\/p>\n

Textura suplimentar\u0103<\/strong><\/h4>\n

\u00cen c\u0103utarea contrastelor texturale, Andy a experimentat cu origami, frunze, sticl\u0103, lemn, covoare, covoare, materiale artificiale \u0219i multe altele. El ne-a spus:<\/p>\n

Mul\u021bi expozan\u021bi au tendin\u021ba de a alege din acela\u0219i set limitat de materiale, ceea ce duce la o mul\u021bime de texturi banale. Dac\u0103 reu\u0219i\u021bi s\u0103 ie\u0219i\u021bi din aceast\u0103 conven\u021bie, chiar dac\u0103 este vorba doar de un singur element al standului dvs., ve\u021bi \u00eencepe s\u0103 introduce\u021bi un contrast, at\u00e2t \u00een cadrul standului dvs., c\u00e2t \u0219i cu expozan\u021bii din jurul dvs.<\/em><\/strong><\/p>\n

Las\u0103-l s\u0103 str\u0103luceasc\u0103<\/strong><\/h4>\n

Iluminatul este o parte important\u0103 a unui stand de mari dimensiuni, personalizat. Ajut\u0103 vizitatorii s\u0103 se orienteze, le direc\u021bioneaz\u0103 privirea \u0219i le atrage aten\u021bia asupra elementelor pe care dori\u021bi cu adev\u0103rat s\u0103 le vad\u0103. Pute\u021bi crea un contrast prin utilizarea unor zone slab iluminate juxtapuse cu spa\u021bii luminoase, ca \u0219i cum a\u021bi trece printr-un tunel \u00eentunecat \u00eentr-un spa\u021biu alb bine luminat.<\/p>\n

\"\"<\/a><\/p>\n

Elementele de afi\u0219are nu trebuie s\u0103 fie alimentate pentru a crea efecte de iluminare contrastant\u0103. Suprafe\u021bele lucioase \u0219i str\u0103lucitoare vor reflecta lumina din jurul lor \u0219i chiar vor crea mi\u0219care \u00een timp ce vizitatorii trec pe l\u00e2ng\u0103 ele. Suprafe\u021bele mate \u0219i mate au o prezen\u021b\u0103 lini\u0219tit\u0103 care pare s\u0103 absoarb\u0103 lumina din jurul lor. Din nou, contrastul dintre ele este cel care atrage privirea, dup\u0103 cum spune Andy:<\/p>\n

Contrastul atrage rapid aten\u021bia. Suntem programa\u021bi s\u0103 detect\u0103m schimb\u0103rile din mediul nostru. Acest lucru ne face s\u0103 fim sensibili la contrast, fie c\u0103 este vorba de lumin\u0103 fa\u021b\u0103 de \u00eentuneric, de un aspect aspru fa\u021b\u0103 de unul neted sau chiar de o imagine focalizat\u0103 fa\u021b\u0103 de una neclar\u0103.<\/em><\/strong><\/p>\n

Ciocnire cultural\u0103<\/strong><\/h4>\n

\"\"<\/a><\/p>\n

Contrastele vizuale \u0219i tactile pot stimula o reac\u021bie visceral\u0103, dar putem stimula \u0219i o reac\u021bie cerebral\u0103 prin ciocnirea stilurilor \u0219i a culturilor. O sculptur\u0103 antic\u0103 al\u0103turi de un semn de neon. O imprimant\u0103 3D pe un covor afgan. Potrivit lui Andy,<\/p>\n

\u00cencerca\u021bi s\u0103 amesteca\u021bi arta cu tehnica sau tradi\u021bionalul cu radicalul. Este un instrument fantastic pentru a zgudui pu\u021bin oamenii, submin\u00e2ndu-le a\u0219tept\u0103rile.<\/em><\/strong><\/p>\n

5. F\u0103-i s\u0103 z\u00e2mbeasc\u0103!<\/strong><\/h2>\n

Cu excep\u021bia cazului \u00een care industria dvs. este o industrie \u00een care acest lucru ar putea p\u0103rea nepotrivit, este adesea o idee bun\u0103 s\u0103 aduce\u021bi pu\u021bin\u0103 distrac\u021bie \u0219i umor \u00een afi\u0219ajul dvs.<\/p>\n

Joac\u0103-te cu propor\u021biile<\/strong><\/h4>\n

Un model la scar\u0103 redus\u0103 este o modalitate \u00eencercat\u0103 \u0219i testat\u0103 de a prezenta orice proiect care este prea mare pentru a trece de u\u0219\u0103. Dar este mult mai distractiv atunci c\u00e2nd lu\u0103m obiecte mici \u0219i le m\u0103rim la propor\u021bii ridicole. \u00cen cuvintele lui Andy:<\/p>\n

Exist\u0103 ceva despre o versiune masiv\u0103 a unui lucru mic care ne love\u0219te acolo unde tr\u0103im. Dopurile de plut\u0103, creioanele \u0219i c\u0103\u0219tile mari ne scot din noi \u00een\u0219ine pentru o scurt\u0103 clip\u0103, iar bucuria de a fi \u00een preajma unor astfel de obiecte poate face ca vizitatorii s\u0103 se opreasc\u0103 suficient de mult timp pentru a face o mare diferen\u021b\u0103.<\/em><\/strong><\/p>\n

\"\"<\/a><\/p>\n

Invita\u021bi la interac\u021biune<\/strong><\/h4>\n

Un joc de un anumit fel \u00eei va atrage \u00eentotdeauna pe cei care sunt preg\u0103ti\u021bi pentru o provocare. Frecven\u021ba \u0219i timpul de \u0219edere vor cre\u0219te, f\u0103r\u0103 \u00eendoial\u0103, prin g\u0103zduirea unei activit\u0103\u021bi distractive. Po\u021bi chiar s\u0103 o combini cu ideea dispropor\u021bionat\u0103 a lui Andy \u0219i s\u0103 creezi o versiune masiv\u0103 a unui joc de societate tradi\u021bional.<\/p>\n

\"\"<\/a><\/p>\n

Dup\u0103 ani de zile \u00een care nu au reu\u0219it s\u0103 se ridice la \u00een\u0103l\u021bimea fanteziilor noastre \u0219tiin\u021bifico-fantastice, lumea inteligen\u021bei artificiale, a realit\u0103\u021bii virtuale \u0219i a roboticii este \u00een sf\u00e2r\u0219it suficient de impresionant\u0103 pentru a impresiona mul\u021bimile. \u00cen plus, aceste tehnologii \u00eencep s\u0103 intre \u00een bugetul multor corpora\u021bii. Dac\u0103 pute\u021bi, de ce s\u0103 nu explora\u021bi aceste domenii pentru a formula un element interactiv unic pentru standul dumneavoastr\u0103?<\/p>\n

Ob\u021bine\u021bi partajabil<\/strong><\/h4>\n

Partea bun\u0103 a unei declara\u021bii vizuale mari, pline de umor, este c\u0103 oamenii vor dori poze, iar aceste poze vor fi \u00eemp\u0103rt\u0103\u0219ite. Cu c\u00e2t este mai ciudat \u0219i mai amuzant, cu at\u00e2t mai bine, doar asigura\u021bi-v\u0103 c\u0103 logo-ul dvs. este \u00een cadru pentru c\u00e2nd fotografia apare pe Instagram. Andy are experien\u021b\u0103 direct\u0103:<\/p>\n

C\u00e2nd am creat un borcan uria\u0219 de gem pentru English Jam Company, acesta a fost un centru de selfie. Vizitatorii nu se mai s\u0103turau, iar nenum\u0103rate fotografii ale borcanului au ap\u0103rut online!<\/em><\/strong><\/p>\n

Un takeaway obraznic<\/strong><\/h2>\n

A\u0219adar, iat\u0103 cinci idei excelente de care s\u0103 \u021binem cont atunci c\u00e2nd facem saltul c\u0103tre standurile mari \u0219i \u00eendr\u0103zne\u021be pe m\u0103sur\u0103. Chiar dac\u0103 nu le lua\u021bi pe toate cele cinci, exist\u0103 un spirit care str\u0103bate toate sfaturile lui Andy \u0219i pe care \u00eel putem prelua. Este un spirit u\u0219or r\u0103ut\u0103cios care const\u0103 \u00een a introduce ceva incongruent, \u00een a submina a\u0219tept\u0103rile, \u00een a ascunde, a trage cu ochiul, a \u0219oca \u0219i a glumi. Sper\u0103m c\u0103 sunte\u021bi inspira\u021bi ca \u0219i noi de perspectiva unic\u0103 a lui Andy. Mai ales pentru c\u0103 expozi\u021biile comerciale ar fi mult mai distractive cu mai multe standuri ca al lui.<\/p>\n

 <\/p>\n

 <\/p>","protected":false},"excerpt":{"rendered":"

As your business grows, your approach to exhibiting at trade shows needs to grow with it. If you find yourself leaving the world of trestle tables and shell schemes behind, then a bigger stand will require you to think bigger too. 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