The step-and-repeat gets an upgrade

INSIGHTS. OPINIONS. IDEAS.
ZOOFARI 2011
TARONGA ZOO, SYDNEY
FRIDAY 18TH NOVEMBER, 2011
PHOTOGRAPHER: BELINDA ROLLAND © 2011

Events are an opportunity like none other to get your logo, and the meaning behind it, in front of your target audience.

At Event Emporium we make sure that our clients use their logo to maximum effect at every event, and sometimes that means suggesting an alternative to the standard step and repeat media wall. We spoke to Emma from Bespoke Backdrops about logo blindness and how we can use design to make more of a memorable impact.

Event Emporium: So Emma, tell us more about what ‘logo blindness’ means.

Emma: You know when you have your event and have your sponsors logos on the backdrop, are people actually seeing those logos? Are they actually reading those logos or have they got logo blindness?

Because we are so used to seeing these kind of dull – let’s be honest – media walls with step-repeat logos across the back. Our brains off from it because we’re so used to seeing it. It’s nothing surprising anymore, there’s nothing interesting in that.

I was speaking to a potential client, who runs a very big charity and needs a whole series of backdrops to support all of her events across the country. She was saying she does not want a step-repeat backdrop because who reads those logos anyway? She wanted something more eye-catching.

She made a good point, because what is the point of having all these great photos taken if actually no one’s taking notice of what’s behind the people in the photos. And that’s really valuable real estate.

Event Emporium: Yes! A backdrop is valuable real estate and a dull step repeat backdrop just won’t cut it. So what do you recommend doing instead?

Emma: Create a backdrop design that will entice your audience to take a closer look! So if you’re having an event, or a launch, or a workshop, where you need to incorporate logos because you’ve got sponsors – which is perfectly understandable – why not create a really fantastic backdrop that people will actually want to go and have a look at? A backdrop that people will actually pay attention to, that has the logo incorporated into an enticing backdrop design.

Denise Duffield-ThomasIMG_6766

Photographs: Two examples of the backdrops Emma creates.

Event Emporium: Sounds great, tell us more about how you design backdrops people notice.

Emma: Well it’s about getting noticed. Standing out from the crowd. And making people want to have their photo taken and shared.

I design backdrops which encourage photos and shares on social networks. So a backdrop becomes a really great photo booth or photo opportunity for people to take selfies in front of and share on social media and for the media to use as official photographs. It actually draws attention to the photos that people sharing once they see them on social media. Because it’s not just a boring, step-repeat logo that we see time and time again and our brains blank out. So that’s how you avoid logo fatigue and stand out!

GEORGE GREGAN, MATTHEW HAYDEN & GEOFF HEUGILL LIFESTYLE CHANNEL LAUNCHES MATTHEW HAYDEN'S "HOME GROUND" THE MINT, MACQUARIE STREET, SYDNEY WEDNESDAY 12TH MAY, 2010 PHOTOGRAPHER: BELINDA ROLLAND © 2010

ZOOFARI 2011 TARONGA ZOO, SYDNEY FRIDAY 18TH NOVEMBER, 2011 PHOTOGRAPHER: BELINDA ROLLAND © 2011

Photographs: Two out of the ordinary media walls by Event Emporium

Event Emporium: So what advice would you give to a company who wants to ditch their step and repeat for a new banner?

Emma: Think about having a really unique backdrop, that really captures the essence of your business, the essence of your event or your workshop, in a much more creative manner. How do you want people to feel? What will make them connect with your event or brand? What images or colours will actually draw people’s attention to it and avoid logo fatigue at events. Making your business visually resonate with you, your customers and viewers is my priority!  You can start by getting some great inspiration from my Instagram page @bespokebackdrops.

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Jacqui