Few exhibitors use motion to draw visitors to their trade show exhibit, and this presents an opportunity for the exhibitors who do make effective use of motion. Impactful motion can be created in 2-D with digital video or interactive displays, or in 3-D with people or other moving objects.

Effective 2-D Motion Techniques

Trade show floors are loaded with digital display monitors but they are rarely used to create motion. Most often they are used to show videos of products, digital slide shows or other programming that is meant to be watched from a few feet away. This can be an important element of a booth but may not draw someone into your booth.

To attract passersby place displays above head level and in a location that can be seen easily from at least 10 or 20 feet away. Using large display screens or an array of displays can help make a big statement.

If you want to attract people with something moving, the programming is what really matters. Program your display with attention-getting video or graphics. Use large graphic images, bright colors, stark contrast and incorporate motion.

Effective 3-D Motion Techniques

A few exhibitors have created trade show exhibits that incorporate the latest 3-D technology, but most 3-D motion elements used in trade show exhibits are people or objects that are in motion.

People are the most common 3-D motion elements. A product demonstration filled with activity and animated behavior attracts attention. A performer doing any kinetic activity – dancing, juggling, walking on stilts, and so on – can attract large crowds.

The other common 3-D motion elements are physical objects that move. A motion element can include banners, streamers or tension fabric structures that are well above eye level and in motion.

Effective Use of Motion

Motion elements are highly memorable and can leave a lasting impression with trade show attendees. The most effective way to incorporate motion techniques into a trade show booth is to make sure that the moving element reinforces the brand identity and the booth concept. As with every powerful communications tool, integration is essential to success and using motion elements as a gimmick just to attract attention without properly integrating the message can actually undermine your overall efforts.

Used wisely, motion can attract visitors to your trade show exhibit and has the capacity to build awareness and leave a lasting impression of your company and brand.