Posted February 1st, 2009 by Mitch Gilbert in Modern Exhibit Design
Exhibitslist is Proud to welcome Mitch Gilbert as a contributor to our community. Mitch is a designer with interesting insights into Modern Exhibit Design. We will be looking forward to his Articles and he is looking forward to your feedback through comments on his articles.
Maybe one day I’ll be able to design an exhibit for myself such as the one shown, but until then clients are a necessity. As a freelance designer I have two clients: the exhibit builder and the exhibitor. Both organizations usually include groups of people that have a say in how my design will eventually take shape. The exhibit builders have salespeople, estimators, installers and production supervisors that each may have their imprint on the design. Exhibitors usually have marketing, advertising, sales, accounting, and the CEO all weighing in on the results. With all manner of personalities tugging the design in one direction or another it’s amazing that I can even recognize the finished booth at the show.
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Don’t get me wrong, many times the members of the “design production line” can contribute some great ideas and actually improve the results. The trick is to try to stay in the loop and stay flexible enough to switch gears when necessary. As a fellow exhibit designer put it, “I don’t think a temperamental artist can survive in this industry”. Compromise is inevitable. Even when miracles happen and everyone involved agrees on the design direction there can be other destructive forces working against you. Budgets get cut, specified materials become unavailable, and displayed items get changed. Those issues aside, there are ways to make it easier to deal with vision-challenged clients.
Here are Four Idea's for working with clients towards a successful result:
1. Keep the lines of Communication Open
Communication with all parties involved is imperative. Clients need to be aware of the reasoning behind the designer’s choices to realize their importance and honor the original design intent. If possible the designer should try to remain the gatekeeper and have all design revisions cross his or her desk before being implemented. This will give the designer a chance to react if any part of the design is being revised.
2. Try to Get inside the Clients Mind
Realize that the client/exhibitor (not the designer) is the most important link in the chain. They are making the investment and will have to operate in the environment created. Whenever possible, try to view the design through the client’s eyes to head off major adjustments in the design. For example, consider how the client’s salespeople that are working the booth may feel after 8 hours standing on that beautiful hard wood floor you specified.
3. To be effective you need to be Efficient
It is the responsibility of the designer to make sure that the booth design is efficient. and that there are no wasteful elements that a client could delete without reducing the effectiveness of the results. All components and material choices should be contributing to the client’s success at the show. In the words of another designer- “A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing to take away”. Don’t leave it to others to trim the fat.
4. Always be prepared to Explain Why
It is up to the designer to justify what he or she designed. Make sure the client understands the value you are providing.
Even after the 32 years I have been designing exhibits it’s still hard to navigate a design through the minefield of client input but when I do it is very satisfying to see the results.
Mitch Gilbert is a graduate of Pratt Institute and has been a freelance designer for over 30 years, helping display builders, brokers and agencies nationwide win and keep accounts. He creates both hand and CAD renderings in his studio in Bryn Mawr, Pennsylvania. Mitch is a member of the EDPA. More information can be obtained at www.gilbertdesigninc.com or you can e-mail him at gilbertdesign@comcast.net
When it comes to Exhibit Design what do you feel is the best way to deal with a difficult client?
