FORM IS CONTENT: A NEW APPROACH TO EXHIBITION DESIGN

As an old way of communication the exhibition event with the specialty of presence, also highly attended, is one of important approaches to attract the public attention and shape the brand image for modern enterprises. The exhibition is composed of content and form, and exhibition design means transferring the content to the perceptible form by information carrier namely media. The various types and forms of media provide the multiple options for designers. In the era of information hunger, information is highly prioritized, so the design principle of “form follows content” has been accepted widely. From the beginning of the Internet age information is available for almost everyone anywhere and anytime. Content does not keep the pivotal attraction any more, while form, new media form becomes a pivotal point of attracting audiences’ eyeballs. The design thinking is required to change with the new situation, taking the form as the priority. On the other side, new technology develops new media’s type constantly, which usually come to be the hot point, as well as the part of exhibition’s content. Therefor, a new design method grows up: taking form as content and taking the media form as the first step of design. That is firstly choosing the media type or creating the new media form under the exhibition theme, secondly developing or detailing the content basing on the media’s speciality, then design the visual form combining the media and content.