Lighting is the absolute key to getting attention on the show floor. Nothing matters more. If you are in a 50’x50′ space or a 10’x10′ space there is only one guarantee – no lights, no attention. Today we are talking about your entire floor space – not the elements within your exhibit; another subject for another time. Having attended the World Shoe Association show in Las Vegas recently, with its many huge booths, the point was underlined even more so. There were so many large booths that size really did not matter, the only thing that brought your eye to an exhibit was lighting.
For a long time, lighting seemed to be the item that was eliminated from a proposed exhibit budget to keep the project within the overall show’s financial plan. This trend is changing as exhibitors realize that good lighting is one of the best techniques to draw attention to their product and key messages. Exhibit lighting is more than the mechanics of selecting and positioning light fixtures. It’s the art of revealing the essence of displays, so the viewer appreciates their attractiveness and value and in turn wants to visit that space.
There was an overabundance of hanging signs at the WSA. Since most of the exhibitors had relatively large budgets and there were so many double deck exhibits that blocked sightlines – the overhead signage really was essential to lead clients to booth spaces. However, again, lighting was key. With so many hanging signs, those that were not lighted seemed to blend into the ceiling. A few strategic lights ordered from show services, along with rigging, will make a sign “pop” right out of the dark ceiling.
And what about the smaller WSA exhibits? This was quite interesting since most of the larger exhibits were completely enclosed – the smaller exhibits had a fighting chance. By displaying products in well lighted exhibits the eyes of perspective clients could be caught. Again, lighting was key – a dark, unlighted display blended into the venue walls. Smaller exhibitors with well thought out product display were equally busy to the “big guys.”
