Objects have the greatest pull
Trade fair visitors do not approach a stand systematically; they allow themselves to be guided by intuition and curiosity. A study into the effects of communication in space takes a look through their eyes and promises new impetus for design
If the Ulmer Schule had their way, exhibition stand visitors would also obey the strict laws of corporate design. They would fit into a rigid design structure and follow convention in directing their gaze across the elements of the stand. But reality is very different: Visitors rarely approach an exhibition stand in a systematic way; they spontaneously move towards particular exhibits and allow themselves to be guided by intuition and curiosity - with no regard for the hierarchy of information originally intended.
So is the trade fair visitor an unpredictable species? Not at all, says a study conducted by the interest community for exhibition research. Exhibition stands were examined with an eye movement recorder. This is an instrument often used for pre-testing advertisements and websites. It records the field of vision and the smallest eye movements and measures the precise point at which an observer is looking. During evaluation, the progression of the eye movement is shown as a red line on the video recording. That enables researchers to view the object being tested with the eyes of the test person later.
A typical trade fair stand was examined in a realistic tradeshow environment. The first result of the study is already at odds with conventional wisdom: Eye movement does not follow a learnt set of rules by any means. For example, it does not go from top left to bottom right in line with western reading habits. What the eye actually does is to jump from stimulus to stimulus - allowing itself to be guided by differing intensities.
An observer always enters a communication space due to emotional, non-verbal stimuli. The greatest effects are achieved by a three-dimensional object. Only afterwards are photos or visualizations noticed. Text elements, on the other hand, only capture the attention of 20 % of observers. They hardly get a chance to take effect, unlike objects and images which are recognised very quickly.
Vivid objects not only help to attract the attention of the observer, they also help to implant messages permanently. This is because the brain stores information on two levels, with image and word information is linked in pairs, a phenomenon known as "double coding".
For example, if we pick up a juicy apple, the word "apple" occurs to us immediately, and we store the picture and the word. If we see a photo of an apple, the word again occurs to us, but without the support of the real object the visual stimulus is less intensive. If we read the word "apple", the relevant picture is conjured up in our mind, but the initial stimulus is again considerably weaker. The abstract term "malaceous fruit" fails to elicit any specific image at all. The information is stored without its visual counterpart, which considerably impedes memorability.
In an environment like a trade fair, where we are bombarded by different stimuli, objects work like lighthouses. They help the visitor to decide whether the topic or solution presented is relevant to them.
A stand as an object in itself can also do much to convey a corporate message. If a stand is more than just architectural modules but tells a story or provides an experience area, it will take on a new dimension and appeal to all the senses of the visitor. Even vendors of very complex products or abstract services can leave an emotional and therefore permanent impression.
So it always makes sense to factor in the spontaneity and intuition of the trade fair visitor - and not leave the design of trade fair stands to chance. Joachim Falcke
m+a report Nr.3 / 2006 vom 28.04.2006
m+a report vom 28. April 2006