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Creating Dynamic Displays

A professional format using some basic marketing techniques, artistic creativity and a clean presentation will attract the clients you are looking for.

by Sharon L. Anderson

Simple does not have to be boring. Even a standard 15- by 10-foot exhibition can be effective with some planning and imagination. Let's take a look at the various elements involved.

• Format-An exhibition stand with a monchrome background can be made dynamic with the addition of texture in the presentation. Stainless steel and glass need texture to give the look variety. Choose a background material with tactile texture. This will not take away from presentation boards or photographs. In fact, it will cause the presentation to stand out more effectively.
  
  The presentation should have a black mat board as the background. This will provide contrast against the wall cover. Remember to be consistent with the borders around each board, especially if choosing a symmetrical presentation. Also, be sure to leave enough negative space around your presentations.
  
• Variety-The actual boards and photographs should include groupings of many different styles. In this way the customers will be able to observe the wide range of talent that each interior design represents. Remember, passers-by will come from a wide range of backgrounds and each of their design preferences will be different. For the same reason, be sure to show a variety of options for potential clients.
  
• Displaying Photographs-Ideal for this display would be 11- by 14-inch photographs, or larger ones. This size of photograph will show interior details and is easily seen and understood by potential customers when they view the photographs on display. Also, be sure to mat the photographs in a manner consistent with the overall presentation format. Show black-and-white photographs also, because they leave room for imagination!
  
• Accessorizing Your Presentation-Placing the final touches on the presentation is a tricky job. Naturally, our tendency it to try to add more and more as time goes by. But try to remember the phrase "less is more," and you will then not clutter up the presentation you worked so hard to put together. 

This article first appeared in Draperies and Window Coverings magazine in February 2002and is reprinted with permission from the author and publisher.

Sharon L. Anderson is a published author and speaker in her field. Her column "Design Solutions" is published monthly in Draperies and Window Coverings magazine. To read previous articles in this series, visit the magazine's Web site at www.dwcdesignet.com and search under "Index to Articles - By Author." Sharon L. Anderson is currently a faculty member at College of the Canyons and Los Angeles Mission College in Southern California. Please e-mail her at MsSharonAnderson@aol.com with your comments.