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Today's event visitors are more difficult to impress than they were in the past. This is no surprise when you consider the unprecedented number of exhibitions and events competing for attention today. The ‘traditional’ exhibition stand, featuring a banner and a tray of free pens, is no longer enough to make a real impact and create a brand experience. Fortunately, a whole range of innovative visual tools have now been developed that (event) marketeers can use to surprise visitors.

Visitors to exhibitions and events want more than just information alone: they expect an experience too. They want to be surprised and their expectations are high. Image plays a major role here. Visual stimuli dominate in society more than ever before, because of which people respond faster to pictures than to text. It's a fact: we process images 60,000 times faster than we process textual messages. Bear in mind that 93% of all communication is non-verbal. The biggest advantage that images have over text is that images unlock our emotions. This is an important factor to bear in mind when deciding which visual tools to use for a live event, exhibition or conference. But what can you do to ensure that you do actually create the experience you have in mind? How will you present your brand in such a way that people are unable to miss it (both literally and figuratively)? A number of visual trends may provide the solution here.


Screens are everywhere. It is impossible to imagine society without them any more and they are frequently used at exhibitions and events. One good example is the incorporation of a tablet into an exhibition stand. Visitors must be able to use this tablet freely: to watch product presentations on, take part in competitions or leave personal data, for example. This is an easy way to achieve the visual transformation of information. Used in combination with iBeacons, QR codes and special apps with personalised content, you can make sure that you are able to offer optimal client contact. Aided by an app, you will establish brand interaction with visitors and immediately gather usable data too. For example, touch screens could be used to give a group a virtual tour. Another great display technology is the transparent ICD screen. Real-time information can be displayed on these screens without losing any visibility at all. This is an ideal way to show product information and the product itself too.


You often see spotlights being used to draw the attention to products. This technology is now making way for a more spectacular variant: LED lighting behind objects or textile prints. The effect achieved is attractive and enticing, because of the unexpected angle, but also because of the options that LED lighting has to offer. The speed and colour created by this lighting can be programmed, resulting in endless variation without a great deal of effort being required. With neon-colour lighting making a big comeback, LED lighting is set to maintain its growth in popularity. The lightbox is a wonderful application in which LED lighting is combined with print. A lightbox is a frame to which both a single and double-sided print can be attached. The lighting is incorporated into the frame, giving you a stand-alone display solution that can be used anywhere. The dynamic lightbox certainly guarantees an impressive visual experience too. The addition of an animation LED to a print will result in a moving image.


When taking part in an exhibition, conference or event, don't make the mistake of limiting your attention to what you want to sell, but also put yourself into the shoes of your visitors and aim to facilitate their needs. Visitors to an event or exhibition will undoubtedly want some time to rest and recharge their batteries. A lounge corner can do a lot for the visuals of a stand. Innovative, visual communication will enable you to create a different atmosphere time and time again. Besides serving a snack and a drink, you could visuals, light and sound to attract extra visitors to your stand too. This will enable you to create a brand experience featuring your company or brand.


Frames combined with prints make perfect decorative elements at events. They are flexible and can display any type of visual. Hanging visuals are currently very popular in the industry. This is no surprise; the way they fill a space means that they immediately add atmosphere and character to a space. Towering above your public, they are real eye-catchers too. Hanging objects are not flat, but three-dimensional. Examples include a hanging object attached to the ceiling over a stand, entrance or at the centre of a hall. For example: organically-shaped canvas constructions, curved light-weight aluminium constructions and rotating objects. Virtually anything is possible.


Round shapes were popular in visual communication for a while. They were new and the possibilities were endless. However, this preference would now seem to be shifting towards the use of clean lines. This has a practical advantage, because displays that feature straight lines are easier to set up. They also reflect the preferences of visitors to events today. The same applies for colour use. Colour attracts attention, but cooler shades are gaining more and more ground too. Bright colours are now having to compete with natural colours and materials like wood, rubber, lead and cork. The traditional white counters and bar stools are being replaced by furniture with an organic feel.


Holographic displays are the next level in digital signage. A hologram creates the effect of a floating product, logo or object. It is an optical illusion with a magical effect, achieved with just an image and a hologram projector. Holograms look very high-tech and special and their impact is immediate. They are not being used a great deal yet, which makes them an even more interesting tool to use. Holograms can be seen from meters away and attract attention. However, they have a practical advantage too: the 3D presentation enables you to explain things to your public more clearly. This makes it easier for people to remember the information you give them.