让创意慢慢长大——2005年度经典展会活动采撷

观众通过参观展会,搜集和整理出足够他们了解和方便使用的资讯。他们把资讯局限在必须知道的最小范围内。因此,参展商面对的观众对很多事情都知道一点,在专业方面却都所知有限。观众处理资讯的“浅尝”式手法,要求展商提供的产品或服务信息必须清晰、一致而且易于理解。如果在设计展会活动创意时,展商能够以“以受众为焦点”的观念取代“以产品为焦点”的观念,就可以打开更为广阔的创意想像空间。

When attending the exhibitions, the audiencewill collect the information they need most and minimizethe unnecessary messages. They know something abouteverything, but not everything about anything. Therefore,it is a pressing task for exhibitors to tackle thisproblem and present their information in a clear andeasy to understand way. To shift from”Product-focus”to “audience-focus”will a better way to go.