|In my recent short visit to the
desert kingdom of Dubai, I was amazed to find the Mega Star Brad
Pitt, in all his galore, popping out of the glitzy lobbies here
and the fancy shopping malls over there. It seemed that the he
was bigger than life, hotter than ever and very much at ease in
the desert surroundings.
In the midst of this fantastic
Brad Pitt phenomena what caught my eye was this retail display
that was so elegantly designed by Chanel. It is based on one
primary principle; the principle of repetition. I was intrigued
by the thought that living in a global society has no way
diminished our strong connection to the ethnicity of this primal
design principle that is so prevalent in the middle-eastern art.
Islamic art and architecture is built on this cardinal
principle of repetition. Islamic artists developed geometric
forms with a knack for “repetition, symmetry and continuous
generation of pattern.” In this display, Brad is looking up at
you with an aura of mystery, away from you and again at you.
The right side of his profile is the repetition in form and the
varied angles of his posture generates a continuous pattern in
time and space. Indeed a very fluid presentation!
The Principle of Repetition is a
driving factor in designing
trade show displays. Where contrast is all about showing
differences, repetition brings a sense of unity, consistency,
and cohesiveness. It helps to hold our attention in the maze of
chaos and disarray.
Our Brains Love It
Remember, the waking nights
learning multiplication tables in your third grade? That is
because our short-term memories can forget something (like a
person’s name) in less than a second. Repetition helps us to
embed information in the longer-term memory. Designers use it
with tact and skill. Marketers use it as a staple.
At a sub-conscious level,
repetition is a key to persuasion. Repetition creates a
pattern, which gradually grabs our attention and then creates
the yearning for familiarity. Big brands are aware of it and
hence the focus is always on building brand equity.
Use repetition in your
trade show booth design and in the delivery of your
marketing message, and you will have a phenomenal impact.
“The more strikingly visual your
presentation is, the more people will remember it. And more
importantly, they will remember you.” — Paul Arden
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