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Computex Booth Designs

by sander6. June 2010 22:08

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Today I'm going to write a bit about the booths at Computex. Products come later. Since I have been taking some marketing and MICE classes lately, exhibitions and booth design have become more interesting to me. Also, for anyone else studying or interested in these subjects or working with something related, it might be useful to have a look at some booth.
The picture above was taken right in front of the main entrance to 1st floor of the Nangang Exhibition Hall. In the middle you can see a booth by In Win that was modeled to look like a luxury yacht.

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All of my material is based of the Computex 2010, which was also the 30th anniversary. Haven't been to any earlier Computex shows so I can't compare, but I will most definitely go again. I'm just going to put up some pictures and comment with a bit of what I learned from MICE classes. Above is a lounge. These typically get created if a company that leased space doesn't show up. This way they wont have unused space and people can have places to sit down and rest or talk.

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Since there is not an overabundance of exhibition hall space and many people that want to hold trade fairs and expos all the time, there is of course limited space for people. There exists many different sizes and shapes of hall space and since they're usually big enough that you will want to have people walk in between the booths and then you have to make a design where not all booths are the same in order to utilize space best. Above here is a small standard booth in TWTC Hall 3 held by Winsonic.

As you can see, there is very limited space and people can only see and enter the booth from one side, so the design possibilities are not many. Small companies like these booths at it is easy to organize them and of course, the price is lower. I think these guys did the right thing: They keep the booth very open, not too many employees there (otherwise it will get cramped), and also there is not loads of products and adverts or models standing around. Also they don't have any fancy stuff going on that attracts too many people. They probably aim only for a few new retail connections for this show.

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This booth by Brinno was smaller, yet they had four people working in the booth, a table to sit at and another one behind the (also very space consuming) demonstration door. They even had a small rack to keep extra stuff on behind the big screen standing in front of it all. And of course, that screen managed to attract a lot of people. It was some really cool products they had, actually. But the booth only had space for 2 visitors at a time, and even then it was impossible to move around. Groups of people ended up standing for a while outside the booth to scout it out before moving on. Obviously there was a lot of interest for the products, and had they used a bigger booth, then they could easily have doubled the total visitor count if not more. The people working there were really good, also. This really charismatic guy got me totally hooked and I so wanna have one of those cameras now. I will tell about that later.

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Here's another type of booth: Corner booth. And it's a double-corner one even. All the booths in this row could be entered from both sides, so it's more like an end-booth with only one side bordering another booth. They were only interested in manufacturers, so they didn't need to have that many people working there or a lot on display either. Used up most of their space on the fancy design. They sell mostly adapters for cars infotainment systems. The other side had only headrest monitors and nothing else on display.
Also worth talking about here is the colors in use: Many companies use just black and white since it's easy to make stylish. They have a slashing of blue and some yellow Chinese characters in two places. That's 4 colors (let's not count the nuances of gray). Usually two or three colors are recommended to make it look more professional, but the yellow is so limited it doesn't have a notable impact.

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Obviously, corner booths are more expensive as they are more visible. When companies do pay the extra money it takes, they kind of have to also put more effort into their booth design. This was a really interesting one. They had this long booth with just a tiny table at the end with light inside and a number of eReaders on it. On the other side, they had a small hole in the wall so people could go in and sit down in chairs, but most of the stuff was actually happening at that little table with all the clerks being there, too.
eReaders were a really big thing at this years show and were all over the place. I was considering very much buying some as they weren't really that expensive and more pleasant to read from than I thought at first. I didn't, though, wanting to see if there were others with better features and/or price. I didn't find any though, as they weren't abundant in Nangang.

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The girl I talked with there gave me a bag, however. Like that one standing in the middle of the table. It can be a great trick to have merchandise with you at shows like these. First of all, most people like merchandise and will be more likely to go have a look at your booth. Especially for bags, people will need something to carry their stuff in if they pick up folders, merchandise or even buy something, and so it's nice to have your logo carried around like that. Free advertisement, you get.

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Then, of course, if you have a really big company, you could rent an island booth. This is just by the entrance, too, so it's probably one of the most expensive spaces at the show. I bet the booth design wasn't a cheap one either. Again, you can see that black and white is in heavy use. Especially in the computer and technology market where logos must contain the company name for Internet affinity, white text on black or black text on white is everywhere.

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Here's a smaller booth. It's a bit unconventional as it has almost nothing you can see on the outside. Just a bit of text and people standing in line to see what's going on. The product on display was a combination of three of the things there were mist focus on during this show: touch-screens, waterproof and 3D graphics (you know, like Avatar in some of the movie theaters, it's completely boomed and everyone is gonna have three-dee-televisions in there houses soon). I didn't go in there because the product seemed so cliche and there were too many people, but on others the booth design obviously had the desired effect: Those people all wonder what's inside and gets their fancy tickled by all those others also wanting to get in and see.

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Here's a booth that's right next to the outer wall: Meaning it's only visible to those walking out there. Usually people will go to such a place if they're heading out of the hall or searching for a toilet. The booth can also be entered from the other side, so it's not such a bad location. They probably still got it cheaper. Having something going on in your booth can generally help getting peoples attention. Of course this largely depends on the type of product. If you have screens that can be interacted with, have your employees use them when there's no visitors occupying them! I saw lots of people standing around. Especially if you're showing off some graphics like in this case, many companies were doing with the new 3D boom, set up a game system on it so people can have a little fun while seeing the effect of your product.
And remember nice lightning too. That's the main reason this booths design looks welcoming enough.

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Over at Nangang, Intel totally owns the place. Advertisement pillars use the same style as their booths inside.

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See? Of course, Intel's booth is one of the biggest. And you can always go to this kind of big company's booths to get good inspiration because they have to be good. It might not be especially easy to do them after a lot as their booths are always big and often islands, should you have to design a small booth that has to be square to fit in amongst a number of other booths in the cheaper departments.

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Of course people were playing games inside. At Intel's booths there's always games. Earlier this year they held the Asian Championship Finals for a number of games at the Taipei Game Show.

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Of course they had showgirls too. I mean at the show: This is not at Intel's booth. Then she's be blue and white.
I didn't take pictures of showgirls so much but they were there. But they were more spread out as Computex really takes up a lot more space than the Taipei Game Show where I went before. That game show was totally stuffed with them. I didn't bother to photograph them too much this time as I was in a bit of a hurry to see stuff. Anyway, that's something you might wanna have if you're a big company based in Taiwan. They have many of those over here. Conservative society and such.

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While we're at it, might just as well add a note about the Apogee USB Skirt Girl. There were this girl at the show wearing a skirt decorated with USB sticks who caught medias attention. I didn't get a very clear picture, you can only just see a hint of green USB keys between those two heads in the middle, but here's a youtube about it.

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I did manage to get a good picture of these guys, though. They're also students from Chihlee, so they came over and said hi. Also gave me some merchandise later on, when I bumped into them again.

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There booth had a scene that they used for some giveaways. Some showgirl was just sitting there for a few minutes and so, it was stuffed with photographers when I strolled by.

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Taiwanese can make up some pretty hilarious company names: Famous computer Co., Ltd and Wonderful Hi-Tech Co., Ltd.

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There were lots of booths targeting "hardcore gamers". In such case, you'll need some pretty fancy designs, too. Now, this is of course a show mainly aiming for wholesale, so it shouldn't be that necessary, but people do it anyway. After all, media people just might come by.

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This booth was pretty outstanding but had really small products and not a lot of stuff to get attention to the products itself. So it was hard to see just which kind of products where on sale without searching the booth for a while.
Now, the booth was so big and attention-requiring that most people probably managed to find out before passing it, but I'd have put up at least a poster or something.

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Another smart trick for getting attention is to build something big: Like this Thor figure from Geil. The light on this guy would change color every so often and there were these little flashes constantly, probably supposed to look like lightning, which also made it that much more eye-catching.

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Here's a more simple design that still works. The company's history is written on one wall with products developing below. This company just sells small DRAM cards, (for laptops I could imagine,) so it doesn't need a lot of fancy stuff. All the necessary information can be gained by asking one of the people working there any way.

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Another simple booth design. You can click pictures to get access to higher resolutions in the photos section.

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Balloons work too, and then it doesn't hurt to have other color couplings than black and white.

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Displaying stuff in a good way and using lots of lights is pretty important too.

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Here they're using a big fan. Did you notice how almost everyone sticks to just 2 or 3 colors?

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And then here's the Arctic booth. It was a bit special.
First of all, it has a very tall wall with it's logo, to draw attention or at least make it easier to spot.

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But it's also as if split into two booths by this wall. Will make sure you look twice. They also have a big fan.

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Come from China, cooperate with world. Nah, I think I'll pass. I like coming from Denmark.

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Now this is not something I had expected to see. A booth for Open Source software?

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They were promoting the use of Linux in embedded systems, I believe it was funded by some interest group that aims to grow the computer market. Taiwan has some of those. (After all, growth in computer and technology also means growth in Taiwan's economy.)

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This Saturday, the last day of the Computex show, it closed at 4 pm. Time to pack up and leave now.

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Can just take a few extra pics of showgirls before leaving I guess. When they aren't too busy taking pictures of each other, that is.

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Visited a lot of AMD booths, but didn't get there in time to see this one at 4th floor of the Nangang exhibition center where I went last.

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If you actually did bother to read all that, you should have a whole lot more knowledge about booth design.

I hope you enjoyed reading. I'll end this post with a photo of one of the MSi babes. Goodnight.

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