Knowledge is great. Competence is great. But the combination of both encourages people to trust you and increases your powers of enchantment. ~ Guy Kawasaki
You trade show booth is your space that you use for sharing knowledge and inspiring conversation. It is a channel for enchantment. It is the space where your brand image is broadcasted. It prompts people to form perceptions about your company and your products. It is reflected in the angles of your product; it is embedded in the curves of your booth architecture, it is pronounced in the stylistic images, the texture of floor that you walk on and the uniqueness of the furniture that you use. The exhibit design is a powerful display of your brand psychology.
Given the power it yields, it is only but natural to design an exhibit keeping in mind some of the few tenets.
Above all, be transparent, conversational and generous. Be delightfully present in the "now". After all, this is your space to re-write your past and carve out your future.
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In my writings I am often an explorer, a map maker — sometimes, a voyager of the human mind and other times: a creator who is tormented by the inner longing to expand, express and delight !