Abstract

The research aims at presenting a systematic scientific model of the design of trade show booth displays applied in trade shows and malls, as well as presenting the innovative methods used to its design and application, using interactive designs that focus on the audience customers, by developing different forms of conduction with them, to increase the persuasion chances and change the customer’s behavior towards the offered product or service. An analytic study of a sample of trade show booth displays around the world between the years 2016 and 2018 helped presenting this scientific model. Its most important results were that the diversity in using different innovative techniques in trade show booth displays, between theatrical, cinematic (scenography), and interactive techniques, stimulates the interaction of the five human senses with the design of the booth display. It is also necessary that the techniques used in designing booth displays would corresponded to the proposed design scenario, to serve the main idea of the design, and enrich it. However, designing a brilliantly innovative booth display is not necessarily associated with the size of the design space accustomed to the booth display, as creating innovative scenario designs, enhanced with innovative techniques and methods would be applicable in limited size design spaces.

Authors and Affiliations