Excerpts from “Get A Cue”

On the Floor
You don’t need walls to send a psychological do-not-enter message. Even the color of your carpet can create a barrier. As Marty Smith, founder of Stevensville, MI-based Ethnometrics Inc. points out, if you match your flooring to the shade of the aisle carpet, attendees will see your booth as an extension of the public space. Make it clash with aisle carpet, and attendees will hesitate to step from one color to another.
The color of your carpet can also send a message about your brand’s personality or your company’s corporate culture. Bright-colored carpet often communicates a whimsical and fun attitude, making your space pop with energy and vitality.
Similarly, carpeting can be used to send subtle signals about how you want attendees to traverse your exhibit. During a printing-industry show at McCormick Place, printing-press maker Goss International Corp. blanketed the majority of its floor space in basic-black carpet. But a single path of red carpeting led the way from the exterior of the booth space directly to the exhibit’s central reception and information desk.
A Chair to Remember
Attendees love chairs, or at least their tired feet do. If you have a place to sit in your booth, chances are a weary attendee will take advantage of it.
But how long will that squatter keep his hind end planted in your seat? Well, it depends on the chair. Big, cushiony chairs and sofas tend to serve as rest stops for the weary. So if you want to increase the time visitors spend in your space, those are the way to go. If, however, you want attendees to sit still for two or three minutes then move on, tall stools sans cushions are more appropriate.
Seating signals are not just limited to the chairs you choose, but also how many you have. A presentation theater with too many seats — and, therefore, empty chairs during your scheduled spiels — sends the message that what you have to say isn’t particularly interesting. While you shouldn’t have a goal of making attendees uncomfortable, it’s always better to have a standing-room-only crowd than a half-full theater.

Source: Bob Milam, Exhibitor Magazine

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