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MWC19: Message visibility

Be head and shoulders above

This nano-blog highlights insights from walking MWC19: the focus, message visibility.  

A big challenge for exhibitors at MWC is getting a message or theme across in a sea of grey suits. The popularity of a booth can overwhelm. That might seem like rule 101 of booth design but you’d be surprised how often a sea of people obstructs the product or business proposition.

Samsung: no stand-out message or theme bar advertising around the halls
Huawei: branding, product clusters and messages lost in sea of visitors.

I know Apple doesn’t attend MWC. They organize their own gigs, having a brand powerful enough, to do that. However, like the Microsoft and SAP examples below, Apple always keeps the messaging and supporting imagery simple and bold, and elevated above head height. So even when the environment is rammed with people, you can instantly see what’s new and why it’s unique.

Microsoft: clear messaging hierarchy above head height
SAP: Messages elevated on strong contrasting background colour
Microsoft: hero products and themes clearly promoted above head height

This year at MWC, many exhibitors kept the messages at almost table level. Orientation was difficult. Invariably the story or innovation was lost.

Note: the examples shown here are not clients of Shelton Fleming. These are observations taken from walking MWC19.

Andrew Reid

Andrew Reid

Author: Andrew Reid is a director at Shelton Fleming Associates – CX experts in how B2B brands engage senior level audiences, through live experiences and immersive, digital content.

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