Category Archives: jewelry display

OPEN STUDIO

People have been asking for pictures of my last Open Studio, so I published an album today. You can see it here

The next sunny day we have in Keene, NH, I’ll take more pics and add another album.

My next Open Studio is Saturday and Sunday, Nov. 6 & 7, 2011, as part of the statewide NH Open Doors event. Hope you can come, and til then….

Enjoy!

Little clown bank.

Dolls

Vintage button jewelry.

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Filed under art, cleaning the studio, craft, display, inspiration, jewelry, jewelry display, open studio

RUNNING WITH DOGS

Last week I made my first little dog artifacts.

My very first little dog artifact, in faux green soapstone.

Today I have pics of my very first dog pack. I love them so much already! I stayed with a very ancient-looking prototype, with long snout, upright and slightly cocked ears, and a curly tail. The curling tail seems to be the discerning characteristic of a dog versus a wolf or coyote. I could be wrong, but I’m going with it for now.

A whole pack of ancient dogs!

Running with the dogs. For Joanne!

I also have two little otters who are different from their brethren. Their backs arch up. I think they look like they’re doing that thing kittens do, when they arch their backs and hop sideways. And look–see the tiny toes on this one’s feet??

Bouncy otters!

Otter toes!

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Filed under artist statement, craft books, creativity, criticism, jewelry display, life with chickens, press release, shows

TRUNK SHOW

I’d never done a trunk show before. You know me–that was all the excuse I needed to over-think and over-prepare!

But I think it was a successful event. You can see the photos of my set-up here.

Here are some of the things I considered as I pulled my display together:

1) A trunk show means you bring EVERYTHING.

But it can’t look like everything-plus-the-kitchen-sink, either. I still wanted a cohesive display. So I set out several “series” of jewelry and grouped them accordingly. I had plenty more samples in reserve.

2) It should look different than a craft show booth.

My artist-of-the-month display looks a lot like my fine craft booth. It’s a formal display, an in-depth look at my work in a museum-like setting.

But I wanted my trunk show to look like just that–like I’d traveled to the show, bringing a personal collection of items for my customers’ enjoyment. I even asked for a few chairs, so that people could sit and talk as I worked.

3) It should still be obvious what you’re selling.

One of the drawbacks of a totally creative display is, sometimes you can’t tell what people are selling. How many times have you walked by a booth at a show filled with wonderful props and eclectic display–only to wonder what the heck they’re selling??!! (Hint: If people keep trying to buy your display pieces, those display pieces are TOO interesting!)

I got around this by sticking to the vintage suitcases as my only “prop”. The rest of the display featured traditional black steel jewelry display pieces–earring holders, necklace holders, etc.

I also confined my larger, bolder, more elaborate pieces to the suitcase display. The smaller, simpler pieces went on the traditional display fixtures, where they were able to be seen more easily.

People did ask about the suitcases, but they also stuck around longer to enjoy the entire show. Because the pieces were simply “laid out”–not elaborately draped and swagged–the message was still clear: “It’s okay to touch!”

4) Give people a reason to hang out.

At a craft show, there may be thousands of people coming with the intent to see as much as they can. If they like my work and my booth, they enter. Then they are in “my world”.

It can be harder when you’re simply a display in a store. Right next to your table are examples of a dozen other artists’ work!

I decided to do make up some simple necklaces featuring my artifacts and torch work with sterling silver wire. This gave even casual observers an excuse to hang out, watch and ask questions.

5) It’s only your time. Have fun!

To quote Greg Brown, “Time ain’t money when all ya got is time.” (From “Just a Bum”

Yes, my time is valuable, but it wasn’t like I was paying hundreds or even thousands of dollars to be there at the gallery that day. It was a nice, relaxed opportunity to introduce new people to my work.

So by keeping my expectations low, my presentation skills high, by keeping myself busy even during slow times (but totally available during busy times) I ended up having a great time, acceptable sales and met some amazing new collectors of my work!

Trunk display for my trunk show!

Trunk display for my trunk show!

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Filed under art, booth design, booth display, business, craft shows, customer care, demonstrating, jewelry, jewelry display, marketing, shows, trunk show

NEW TO SHOWS, WHERE DO I START??

I’m going to be very lazy today, and share a post I made recently on a crafts forum.

A craftsperson posted that they were thinking about doing some shows. She was at a loss on where to begin designing a booth. Was there such a thing as a “booth designer” she could hire?

Someone responded that there are companies who design major exhibits for corporations and such, and perhaps one would be willing to freelance.

But probably not. I wish there were such services available to folks in our budget range. There’s a magazine devoted to the trade show industry called Exhibitor Magazine. Unfortunately, it’s geared to companies whose trade show budgets begin at “up to $50,000″ up to “over $1,000,000″.

The exhibit industry is geared toward displays manned by a team of people, setting up in huge indoor convention halls, and reconfiguring the entire display every couple years.

Consequently, anyone involved in that industry will probably not understand that most of us start out budgeting perhaps a tenth of that figure, maybe even less. They may not understand why your set-up has to be windproof, or how it will fit into your station wagon. They may be aware of poster services and display that start at hundreds and thousands of dollars. But they won’t be able to tell you why velcro ties are more cost-effective than zip ties.

But the magazine is still kinda fun to look through, it’s free, and some of the articles are good reads. A few months ago, it featured one of the best articles on fire safety/fire retardant booth materials I’ve ever read.

And it’s nice to know that sometimes even folks with exhibit budgets of tens and hundreds of thousand dollars still get to a show and realize their booth is too tall for the venue….

Other forumites mentioned Bruce Baker’s CD on Booth Display and Merchandising and I also highly recommend his CD. If, after listening to his CD and rolling through my Good Booths Gone Bad design series, you still have questions, you could ask Bruce for consult. And no, it’s not free, but it will be great advice.

The problem is, we can all tell you what to do and what not to do. It will still feel like (as I always say) someone handed you a pamphlet on driving laws, four tires and a seat belt and told you to design your car.

Ultimately, only you know all your needs and all your trade-offs, what you are willing to scrimp on and what you are willing to throw money at, what you are willing to put up with, what you won’t.

I feel your pain if you carry multiple lines. I have to have solid wall space for wall hangings, some sort of shelves for small sculptures, and cases for jewelry. No simple solutions there!

My best advice is to echo what another poster said, and start looking at other booths with a critical eye. Look at what people use for lighting, what tent they use, etc.

If vendors are not busy, most will be happy to offer you a suggestion or give you a source for their displays. But please–try not to treat them as a walking resource center, though. One of my (many) pet peeves is the people who try to “pick my brain” about everything in my booth. Especially in front of customers. I’ve paid good money to be at that show, and my primary focus is making enough money so I can keep doing my artwork. Be considerate of the artists’ time, unless they actually say they don’t mind talking with you.

Once you have a general idea of what might work for you, you can either search other online forums, and ask people’s opinions about things like tent choices, etc. Or you can ask to be directed to specific sites and displays for your product. For example, jewelry artist Rena Klingenberg has created an amazing website with tons of good information and advice about photographing, displaying and selling jewelry.

When you’ve narrowed your choices down, you can even look for artists who are selling off parts of their booth and display. I’ve bought lots of stuff at very reasonable prices from folks who were updating their booth or getting out of the business. For example, ProPanels has a section on their forums for artists selling or renting their ProPanel walls.

And last, don’t be afraid to make mistakes! Trying to get it “perfect” the first time will frustrate and exhaust you. (I know, because that’s what I do!) Try to just do “good enough”, then see what works and what doesn’t. You can always sell the ideas that don’t work to another new exhibitor. And new booth/tent/display stuff is coming out all the time, too.

I would come up with a snappy ending to this post, but Bunster is chewing through my jeans hem. Her latest way of letting me know she wants to be petted. I would teach her to use email, but then I’d have to give her access to my computer. And we all know where that would lead: Mystery boxes of jelly beans, purchased on Ebay, arriving at my doorstep daily.

P.S. In response to Rena Klingenberg’s wonderful suggestions in the comments section, here’s an article I wrote for the April issue of The Crafts Report on how I learned the hard way I was never going to win a Best Booth award.

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Filed under art, booth design, booth display, booth walls, business, craft, craft shows, display, Good booths gone bad, jewelry display, ProPanel, resources, selling, shows

HOW MUCH IS THAT HORSIE/BIRDIE/FISHIE IN THE WINDOW?

Thinking inside and outside the box for a special window display.

It’s that time of year again, Keene’s annual Art Walk. Downtown store owners offer their window space for artists to display their work, for nine days. Area schools bus their students downtown to see the art and meet the artists.

I have a special place in my heart for Art Walk. It was one of the very first venues I displayed my artwork, starting a little over ten years ago.

As an art venue, it really has its little idiosyncracies, though. I remember one year when I took my family downtown to see my display. To my dismay I discovered my host store, a drugstore, lowered its blinds every evening. No one could see my wall hangings after 5 p.m.!

Another year, my host store had no way to hang anything in their windows–and I had wall hangings. I was allowed to use duct tape on the metal frame along the top of the windows. It seemed to work. I spent the better part of the morning running up and down a ladder, hanging each of my wall hangings from fish line that I tied to strips of duct tape, taped along the top of the window. Everything looked great!

Unfortunately, as the afternoon sun poured in the windows, the heat softened the duct tape, it gently sagged under the weight of the fiber pieces, and everything began to sadly droop. It took about 3 days for everything to actually peel off to the floor, so every two days I went in to put up fresh duct tape and rehang the work, until the end of the show.

I begged the organizers not to put me back in that store the next year. They gave it to a painter with easels for display. And I thank the Lord every day for my wonderful ProPanels display. They were not cheap, but they have made my art display issues sooooooo much easier.

Last year I was split between two stores. One was down a flight of steps, below street level. The other was right above, up a flight of steps. No problem, I thought, I’ll actually have twice as much display space.

Til I realized that a store window that’s already eight to ten feet above street level is not a good place to hang a wall hanging that’s six feet long. People could only see the bottom half of it, it was hung so high. I reconfigured my ProPanels, using only the bottom halves. I decided to display only short pieces. And I was consoled by the lovely wine tasting my downstairs host store held for me on opening night. We tasted many, many, many kinds of wine. I love Colline the wine lady!

This year I started out in one store. Yay! Then I found out which store it was. Hmmmmmm…..

There’s not much foot traffic in front of the store–it’s actually on a side street–but there’s tons of car traffic. It’s at a major intersection, and if you drive through Keene, you’re gonna get caught at that light sooner or later. As you wait for the light to change, your eyes wander to look in the handful of stores right there (narrow sidewalk, no parking, so the stores are right there)–and right there is where my work will be!

The store has four large windows, but unfortunately they are paned–about 20 panes per window, about 10″x12″ per pane. (I say “about” because I measured them wrong the first time.) (In fact, I’m beginning to realize how really, really bad I am about measuring things….) Anything big I put behind those panes would simply be chopped up and difficult to “read”.

To make up for it, I was given additional space in another storefront about 50 feet down the block for my wall hangings.

But how to create a cohesive jewelry display in those little sections?

After much thought and countless sleepless nights, I came up with a great solution.

First, I decided to just use two of the windows. That would be better than trying to utilize eighty panes! I also decided the top row or two was really out of sight of most pedestrians, and even most cars. So that narrowed the number of panes to deal with, down to about 24-30.

I rewrote down my “Animal Stories” and broke it out into sections, including a separate section for each animal mentioned. I printed out each section into its own individual sign with a huge-sized font. These could be taped directly onto the glass pane.

I would create little vignettes of jewelry and mini collages, one for each section, and each animal.

I have a large stash of leftover mat board pieces from friends who used to own a framing ship. I cut several colors of mat board into pieces that were a little bigger than the glass panes. They actually sat out about half an inch from the glass, creating a little “shadow box” in each window.

Fortunately, after cutting all the mat board, it occurred to me to actually test one to see it if actually fit in the window. Too big! I hastily trimmed them all again. Thank goodness I thought to do that before completing my display….

I affixed a selection of jewelry on each mat board. For the “artifacts” in the introduction, I laid out a sampling of artifacts. For each animal, I laid out a selection of jewelry, netsuke (small hand held sculptures) or tiny fiber collages featuring that animal.

I agonized about how to attach the jewelry and polymer pieces. I thought I could use fine wire to attach them. I have some nifty black annealed wire, very fine, and that would blend in well. But what about punching tiny holes in the mat board?? I remembered that book artists sometimes hand drill tiny holes for stitching bindings. Maybe I could do that…..?

After trying to hand drill ONE measly little hole, I almost gave up. Then I realized I had that little jeweler’s drill, with a diamond bit I use to enlarge holes in pearls and glass beads. Would that work? YES!!! It took seconds to drill each hole. Yay!!!

I marked where each hole would go to fix each piece, drilled all the holes at once, and wired each item down. It worked beautifully, and went rather quickly (considering.)

I even remembered to make a sign to let people know I had more work on display a couple stores down the street.

Again, I agonized over having to use masking tape to secure everything–I didn’t want scotch tape pulling their paint or fusing to the glass. But it didn’t show up very much, so that was a lot of needless worrying. (Please note that perfectionist tendencies are still very much in the forefront of my brain….)

It took less than an hour to fill up about 25 panes. It looked great! The fine black wire actually looked kinda neat, like an old museum displays. I’d worried that using five different colors of mat board wouldn’t look cohesive, but it gave the display some movement and a little liveliness. (The host store is painted sort of a golden yellow, and my mat boards were medium blue, rust, olive green, aqua and bittersweet orange, so the whole thing had a Van Gogh sunflower-thing going.)

I think it looks so good, I’m thinking about maybe using an old paned glass window someday as a display. It would be really hard to get the jewelry in and out of it, so I wouldn’t use it as an actual selling display. But something about the pieces being right up inside the window, only half an inch or so from the viewer, made it look lovely.

A few things were a teensy bit tippy, and after I finished hanging my wall hangings at the neighboring store, I realized I’d bumped the display when I squeezed past it to get out. But I’m going to pretend I didn’t see that.

The whole experience was an exercise in just doing my best, preparing for as much as I could, and then letting serendipity take over.

I’ll see if dear hubby can get some pics.

And I’m going to try not to hang out on the Central Square this weekend to see if I can catch people oooh-ing and ahhhh-ing over my display!

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Filed under art, craft, display, jewelry, jewelry display, mental attitude, window display

GOOD BOOTHS GONE BAD #15: Booth Confession

I’m doing my first SMALL retail craft show in ten years in November.

It’s the first out-of-state show I have to drive to, with only a few hours’ set-up. (I usually ship my booth, or have two days’ set-up time.)

I can only take about 25% of my regular set-up, and I can’t even get most of my walls in my car. The most electricity available will only be enough to light my cases, not my walls.

I’ll only be taking jewelry cases and a few propanels, and a couple of lights. I’ll be using the show pipe-and-drapes.

It will be a very “watered down” booth. It feels like I’m taking a huge step backwards in my booth set-up.

I’m terrified everyone who’s been reading my series will come in and take a look and say, “THIS is the person who’s been telling US how to make a great booth?!”

So if you visit the Westport Creative Arts Festival on November 17 and 18, please come see me.

And please be kind.

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Filed under art, booth design, booth display, business, choices, craft, craft shows, Good booths gone bad, jewelry display, selling

GOOD BOOTHS GONE BAD #10: Mystery Product

Have you ever walked by a booth and couldn’t quite tell what they were selling?

Worse, maybe the booth was full of people, which intrigued you. But the booth was so full, you couldn’t get in. And you couldn’t see the product for the crowd. “I’ll come back,” you may have thought.

But with no visual clue to even remind you later, you probably didn’t.

This is the booth with the Mystery Product.

When your work is very small (like jewelry) or your display or display fixtures are as visually domineering as your product (you make picture frames but not the images you display them with, for example) or if your booth is constantly full of people blocking the view from the aisle, it’s important to signal to people outside your booth exactly what it is you’re selling.

I struggle with this constantly. My wall hangings are vibrant and easy to see. But it’s not always obvious what makes them special–the fine detail, the embellishments, the incredible stitching and layering of fabric.

Also, it’s not immediately obvious I also sell jewelry. This is because I love to display my jewelry on tall stands and cases, with the pieces laid on paper backgrounds or display bean bags, as if you were looking down on a museum display.

But this means no one can actually see my jewelry until they come into my booth.

So how do I let people know?

Big, big pictures.

I started using large-format photos as posters early on, and it has helped hugely. My photographer has a huge printer capable of printing out big images of my work. But places like Kinko’s and Staples can do this quite easily, and cheaply, too.

If you don’t have such a resource near you, try on-line vendors. There are a lot of them nowadays! I just googled “poster from photo” and found services starting at under $20 for a 24″x36″ print.

You can use inexpensive and lightweight poster frames to finish off your print. I had my first few professionally framed in black metal frames, the kinds where you buy two sets of two “sides” and screw them together. What are those called???

Your photographer or a graphic arts service can also print out your poster text–it’s good to at least have your name on it–but in a pinch, you can even just print out one huge word at a time on your home computer. (I vacillate between “Luann Udell” and stuff like “Luann Udell fiber and polymer” or “Luann Udell Mixed Media”.)

If you are neat about it, you can just cut and paste the individual words onto your poster since one word printed in a GIANT FONT will obviously fill an entire sheet of paper. (The original cut-and-paste function, pre-computer!) From six feet away, it will look all of a piece.

One or two posters, hung just high enough to be visible over a crowd, will be easily seen from the aisle.

And now everyone will know what you sell.

Many people use one of their jury shots–a straight-on shot of a single item, on a neutral background. But you can get creative here.

An environmental shot shows something in an appropriate environment. This is great for stuff that doesn’t have an immediately discernible scale or purpose, like, say, a floor cloth. It could be a card, a place mat, a rug…. But do a shot of a big floor cloth on a floor in a room, and it instantly reads as “Floor cloth! In YOUR home! Making YOUR home look as great as THIS!”

A model photo of someone wearing your clothing or jewelry is compelling. One big mistake, though, is focusing on the model over the work. Avoid having the model actually looking into the camera, or even looking out. Make sure any lighting highlights the WORK, not the model. Leaf through fashion magazines. Pay attention to what compositions let you focus on the jewelry or clothing, and which are the ones where you find yourself staring at the person wearing them. Avoid shots like the latter.

Detail shots show a small part of your work. Sometimes it’s obvious what you’re selling (clocks!) but what’s charming about them is small (hand painted flowers!) Here’s where the opposite image can help–a beautiful detail shot or close-up. My photographer has a signature photo style–he will intentionally have the image bleed off the edges. Oh! That sounds terrible! I mean he will show the image partly out of the frame. It gets you “closer” to the product, allowing for more detail, but you can still tell what the item is.

One of the most intriguing posters I ever saw was in the booth of an artist who did simple, enigmatic wooden folk dolls. The image was a small grouping of them, but only from the shoulders up. I borrowed this idea for one of my best known images. You can see it here on the far right of the banner: My home page It’s still one of my favorites, too.

In fact, some people use an actual banner in their booth instead of just a single poster or two. I have one, with my name and some images of tiny details of my work. I had a local graphic arts service design A Sign Stop (their site loads slowly in this preview pop-op, try opening in another tabe or window for best results) and I think they did a beautiful job. But I think my posters look more “upscale” and my banner looks more “craft show”. “Banner” just doesn’t say “art gallery”. That’s just IMHO, though. I do use my banner at shows, but above my sales station now.

Lately I’m experimenting with more “vertical” ways of displaying my jewelry. I’m actually thinking of going back to those plain black velvet upright displays. I think a few of them might help signal that there are cool little wearables somewhere in there….

But for now, a couple of great posters–one showing a beautiful detail of my wall hangings, another featuring a glamor shot of my daughter wearing a stunning necklace–will tell the story for me.

For good images of detail shots, do check out the banner on my home page once more: Banner on my home page You will see close-ups of my fiber work, jewelry and sculptures. If you explore the site, you’ll find many other images that would work well as posters. You’ll see examples of plain jury shots and detail shots in the jewelry section, an environmental shot with detail shots on the wall hangings page. I’ve posted the model shot of my daughter before, but here it is again: Robin looking gorgeous

I hope it inspires you to get creative with your own ideas.

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Filed under art, booth design, booth display, booth signs, business, craft, craft shows, display, Good booths gone bad, jewelry display, selling, shows

GOOD BOOTHS GONE BAD #8: What’s For Sale??

Let’s talk a little about display today. What is the best way to display your work to its best advantage?

I always secretly envy 2-D people. They basically need a few walls to hang up paintings or prints. Their main worry is, “Is that frame straight?”

On the other hand, it’s hard for a 2-D artist to stand out in a sea of similar set-ups.

On the other other hand, it ends up being about the art. Period.

And when all is said and done, that’s the way it should be.

I’m not advocating bare booths–far from it! But if I had to pick the biggest mistake I see with highly-creative display, it’s when artists get confused about exactly what it is they’re selling.

If someone picks up a piece of your display and asks how much it is, that’s your cue:  You are letting your display interfere with selling your art.

This is a delicate balance, because display fixtures are, indeed, a way to create a look and a mood in your booth. Bruce Baker talks a lot about making your display style fit your style of art.

CHEAP VS. EXPENSIVE DISCONNECT

If you make spare, elegant gold and diamond jewelry, these will not look good displayed in cheap, rickety cases or on pine display fixtures. I don’t think elegant silk clothes and shawls look good on that white grid paneling I often see at shows–the elegance just doesn’t go with that Toys-R-Us display mode.

But beyond the “disconnect” of displaying expensive work on cheap-looking fixtures, the other rules go out the door.

MATCH THEME WITH STYLE

If your work is whimsical, it can be good to have your whole booth and display fixtures reflect that. If your work is traditional, ditto.

OR MIX IT UP

There is also surprise and pleasure in contrast. Ironically, sometimes whimsical work does good in a plain and simple display. My richly textured and colorful jewelry looks really good displayed on sleek, contemporary-style black steel display stands. The black disappears, the colors pop–all you see is the work.

I’m not sure the opposite is true–when we have elaborate and “frilly” display with strong, contemporary work. Probably because the “frilly” is what gets attention, and the artwork loses.

Which brings us to the title point:

TOO MUCH OF A GOOD THING

We can get carried away with carrying that theme of congruency too far.

I have a habit of creating beautiful vignettes in my studio and booth. I set up little rocks and stones and shells around my sea-themed jewelry. I look for colored papers and bean bags for my brighter jewelry. I look for creative odds and ends to hold earrings, necklaces, bracelets.

But you know you’re in trouble when your customer can’t tell exactly what it is you’re selling.

They pick up a pretty rock and say, “How much is this?” Or they carefully take the earrings off that cool note card holder and try to buy the holder. They see a coaster under a pin and say, “I’ve been looking for a set of those! I’ll take them all!”

Catalog companies have this happen all the time. Look at catalogs sometime, and examine the props. You’ll find that almost all of them are either for sale as product–or are obviously not for sale. That’s because the last thing that company needs is a jillion phone calls from customers who want to buy that widget on the mantelpiece that isn’t for sale.

I’m always looking for display props and fixtures wherever I go. I get all excited–”I could use this wood artist model hand to hold bracelets!” But if I get too many questions like, “Did you make this?“, out it goes.

It’s like the essay on the “beautiful booth” phenomenon. You want your booth interesting enough to grab people’s interest (if you have trouble doing it with your work because it’s small or detailed or subtle or whatever.) But once they’re in your booth, it has to be about the work.

Same with your display. It should complement–and compliment–your work enough. But the minute it begins to overshadow your work, cut it out.

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Filed under art, body of work, booth design, booth display, business, display, Good booths gone bad, jewelry display, marketing, selling, shows

GOOD BOOTHS GONE BAD #6: Let There Be Light

Lighting a booth is such a difficult topic to cover, I was kinda hoping to sneak out the back while you were reading the other essays in this series.

But that would be wrong. And I promise that’s the last time I quote Richard Nixon in this series.

There is so much I don’t know about lighting. I’m not going to even attempt to cover wavelengths and warm and cool colors, except that halogen has a brighter look to it than most incandecent bulbs which are usually yellowish. Though sometimes those cases of cheap halogen bulbs you can buy on eBay can be yellowish, too. (Think cheap lighting at Salvation Army stores….) And I would say never use fluorescent bulbs, except the newer, daylight-quality bulbs are pretty nice. And I have no idea which bulbs work well with jewelry and precious stones, and which ones work with textiles. There are wiser minds than mine you can listen to when it comes to the tech side of lighting.

I also don’t do outdoor shows. So I don’t have any information on powering lights if it’s not already provided for you by show management. Sorry!!

So as always, I will simply share what has and has not worked for me.

TO LIGHT, OR NOT TO LIGHT…??

Why should you light your booth, anyway? Especially if you have an outdoor booth. Isn’t plain ol’ sunlight good enough?

I think you’ll find even a little extra lighting in a sunny booth is a good thing. You will always have either dark corners or dark times of the day. And once that sun hides behind a cloud, you’ll wish you’d figured out a way to get some extra lighting on your goods.

Even more importantly, good lighting creates drama, focus and movement in your tent. Light something up, and that’s what people will look at.

Lighting lets people actually see what you’re selling, so they can decide if it’s the right color, quality, texture they’re looking for.

Lighting makes people relax and feel comfortable in your booth. We are not little bat people–we still tend to mistrust the dark. We gravitate towards bright spaces and feel safer there.

HOW MUCH LIGHT?
Most people are perfectly happy with 500 watts of light. But that’s only ten 50-watt lamps. If you only have wall art, or you only have ten items to illuminate, that might suffice.

My problem in my booth is I need wall display for my 2-D fiber wall hangings, shelf display for my sculptures, and case display for my jewelry. Ten lamps gives me a light fixture every three feet in the booth, with one left over. Not enough. I almost always go for 1,000 watts in my outdoor-under-tents 10′x10′ booth. And at wholesale shows, I’ll spring for 1,500 to 2,000. That gives lots of light to play with, even allowing me to devote 2-3 lights to a single wall hanging if I want to. (And since some of them are seven-to-eight feet tall, they need more than one light….!)

HOW NOT TO LIGHT

One of the most common mistakes I see is people putting up some sort of light bar across the top and front of their booth, then shining five or six lamps down into their booth. The effect is a giant spotlight, and looks okay–until someone steps inside your booth. Now all the lighting is behind them. Wherever they look, whatever they look at, is in shadow.

Now the worst part. They turn around to ask you a question–and they are instantly blinded by the light.

I’ve found the best people to assist me with setting up my lights are my daughter and her friends who have some tech crew experience in their drama club. They understand how to use lighting to highlight and accent what you want noticed on your “set”. And a set is an excellent metaphor for how to think about your booth.

THE BEST LIGHTS ARE….???

What are the best lights?

I’m not going there, but I’ve had five different systems. You are free to pick and choose from the good, the bad and the ugly of my set-ups.

Track lighting is nice because it’s versatile. You can buy as many units as you need, and if you buy from someplace like Home Depot, you can always buy extra units and replacements if you need to. There’s almost always a Home Depot around… You can buy all kinds of lamp units to suit your needs and style, and most of them come in at least two colors, white or black, to go with your booth.

The basic problem with track lighting is it wasn’t designed to be put up and taken down over, and over, and over again. It wasn’t designed to be used outside, in the rain and heat and cold. It wasn’t designed to be held in place with cable ties. Originally, you couldn’t even buy it with plug-in cords. It was meant to be hard-wired in place, in your office or home. My first sets had to be rewired with extension cords with plugs.

My first lighting set-up was an expensive set of low-voltage track lighting from a very popular on-line lighting company, supposedly marketing to the craft show industry. The track was actually pretty good quality. I had issues with the low-voltage lamp units from day one. They were so heavy, they would actually pull apart under their own weight. I was constantly having to strap them back together with cable ties. I think they are still upstairs in my barn attic somewhere.

BWT, here’s common misconception about low-voltage lighting–you are NOT using less wattage! This is a very layman explanation, but wattage is the AMOUNT of electricity/energy you are using. Voltage is how hard and fast that electricity/energy coming through your set-up. It’s sort of like water coming through a squirt bottle in a fine, hard stream that travels 15 feet, and a wide, fine misty spray. Same amount of water coming through. So don’t think you are going to pay for 500 watts of electricity and you can put up 1,000 watts of low-voltage units/lamps. If you have 1,000 watts’ worth of bulbs, you are using 1,000 watts of energy. The low-voltage thing is a safety issue, not an energy conservation issue.

In fact, in low-voltage units, that extra energy is dissipated in the transformers in the form of heat. I’m told that build-up of heat can be a source of some of the problems I experienced with low-voltage systems.

I’m also told that other kinds of transmissions can interfere with low-voltage set-ups, like if someone in the next booth at a big trade show is using a TV in their display. I have no idea if that is true. Maybe a techie person can research that and report back. I do know that my system would work beautifully at one show and totally conk out at the next.

My second set of low-voltage track came from Home Depot. I had the same issues with reliability, but fewer than I did with the expensive mail-order set.

In my third set of track lighting, I decided to skip the cheap made-in-China stuff and invest in good-quality lamps. That’s when I found that a) everything electrical is now made in China and b) expensive means H-E-A-V-Y. I set up my brand new units for the first time at a wholesale craft show, on my angle irons I used for supports–and watched the angle irons actually bend under the weight of the new lamps. There was no time to search for other supports, so I had to just strap the track onto the top poles of my pole-and-drapes booth.

The track is NOT sturdy enough to just suspend with lamps in it–you MUST have something to attach it to to span across your booth. Some people always install their track lighting this way, but I found it limiting. Also somewhat unsafe–your neighbor goes to hang their own drapes or display from those S-hooks that go over the pipe, and can actually stick their S-hook right into your track. ZAP!!!

That issue of finding what was sturdy enough to hold track lighting, long enough to span my booth, yet short enough to carry or ship to shows without incurring extra shipping charges, also kept me awake many, many nights.

For a long time, I used angle irons, which you can buy at any full-service hardware or lumber store, or places like Lowe’s or Home Depot.. Angle irons are perforated metal bars, L-shaped in profile, that can be bolted together to get the length you need. Then you can take them apart into shorter lengths for easier packing and shipping. They come in two weights, and I found out the hard way that the heavier weight is needed for most track lighting. It’s also nice because it provides a flat surface to strap the track onto, for more stability.

Some people use those extendable, telescoping metal “handles” for attaching to paint rollers for painting ceilings. I worried because they looked like they wouldn’t be strong enough to hold track, and they were round–so you would have round pipe attaching to round pipe. But it might be worth the experiment. Other people have used lengths of electrical conduit. I’ve seen it, I’ve never used it. And I can’t remember what I thought of it. Rats, I was hoping to get through this paragraph without admitting that…. Again, it doesn’t break down into smaller lengths, so be aware of this if you have to ship your booth.

My nice new MD ProPanel booth has stabilizer bars which “lock” the walls together and keep it…well, stable. These also double as light bars. YAY!!!!

I eventually went back to Home Depot track lighting, using their new long goose-neck lamps. They are small, lightweight and infinitely flexible. I LOVE them. One caveat–they hang down into your booth about a foot. So if your booth is seven feet tall (about industry standard) and your track is attached at seven feet, and the lamps hang down a foot….you are going to burn people who are over six feet tall. Just so you know. You can see these dangling lights in this image of last year’s booth at the LNHC fair. Don’t bump your head! (I fixed that this year.)

Also, as you insert, remove, reinsert and remove lamps from your track, you are constantly squishing apart the track. Eventually, it deforms enough that your lamps will not make good contact with the track. You may have to strap cable ties around the track itself and squinch it down good and tight to hold it together.

Look at the end where you screw in a screw to hold that plug-in extension cord. That can be another trouble source. You want that screw tight enough to hold the unit snugly. But again, if you screw it in too tight, you will actually force the track unit apart slightly. Enough to lose that electrical connection. And again, a cable tie strapped tightly around that section of the track may help hold things together.

If you use your track lighting outside a lot, you may get a build-up of corrosion on the contact points (the long thin copper strips in your track, the little copper clips in your lamps.) Keep a piece of steel wool on hand to scrub these contact points clean if you’re having trouble getting your lights to work. (Unplug everything first, of course.)

At one point, I invested in expensive clamp-on halogen wall-washers. They were designed to work on pole-and-drape. (Pole-and-drape are difficult to work with, because clamps are usually designed to hold onto something flat, and poles are round.) Unfortunately, it turned out they didn’t really work well on poles or flat walls.

AND THE WINNER IS….

I’ve now discovered individual clamp-on goose-neck lamp units. They each have their own extension cords, which is a bit of a hassle. But I also don’t have to fuss with track, track lamps, light bars to support the track and risers to raise the light bars out of range of six-feet tall people (or shorter people with tall hair.) So far, my favorite units are these offered by Pegasus Lighting: Flexible Display Light I am praying the low voltage issue does not raise its ugly head again.

These lights are good because they can light work on a shelf or on the wall, and be between the customer and the work–no shadows. But they also don’t shine in people’s eyes. They are infinitely flexible. I was able to use them at the Las Vegas Convention Center, which has a strict lighting safety code–although the cords/plug aren’t grounded, they are low voltage and self-contained. One light per cord. Also, the halogen bulbs are covered–there is a layer of glass across the front of the bulb, so the halogen filament is not exposed. The C-clamp is very secure on flat surfaces, and the cord is long enough to reach most of the places it needs to.

How do I know these are the best lights? My daughter says if I stick with the MD ProPanels and these lights, she will always come home to help me set up my booth for shows.

CASE LIGHTING

Unfortunately, I’m still on a quest for the perfect case lighting. I have light strips I bought with my original Dynamic Display System cases, with all three of the light bulb styles they’ve sold over time. Dynamic Display Systems case lighting The little “eyeball” units are the most versatile–they rotate in every direction and allow you to pinpoint an item in the case. But they are outrageously expensive, and it’s hard to find replacement bulbs. And the metallic backing paint is chipping off, allowing the brilliant halogen bulb to glare through. When I inquired about heat-proof paint to recoat the unit, I was told the paint would severely cut down on the life of the bulb. OY VEY!!! I don’t see these for sale on their website anymore, just the strips with the little 20 watt halogen bulbs. These are good, reliable bulbs, and easily found at stores. Okay, relatively easy to find. But they are not directional, or at least minimally so. I did love my eyeball bulbs….

SAFETY ISSUES
Use the heaviest gauge extension cords recommended by the show. 14 gauge is getting to be more and more common, but can still be hard to find. (Just because a cord is really thick doesn’t mean it’s 14 gauge.) Use the shortest cord you can get away with–cord that is coiled that cause heat to build up, which isn’t good.

If you are doing an outdoor show, keep all your connections off the ground. This will keep rain, dew, other moisture from shorting out the system.

If the show provides electricity and is using GFI’s do NOT attempt to circumvent them. During set-up at my big retail show, people complain constantly that the lights keep going out. As they plug in their cobbled-together lighting systems, the ground fault interrupters trip, cutting off power. They say, “The GFI’s are so damn sensitive!” As the show electrician carefully explained to me during my very first show, “Yes, GFI’s are sensitive. They trip at the very slightest flare in power. That’s what they are supposed to do. It keeps you from being electrocuted.” Get your lights set up, and test the circuit by plugging in a light then turning it on (rather than just screwing in a light into a live circuit, such as sticking a lamp into a track unit that’s live.” That helps prevent a little surge of power that triggers the GFI.

Use 3-prong plugs wherever you can. Sometimes it’s impossible, and some convention halls prohibit rewiring your own lighting set-up (like I did to rewire my two-wire extension cords to make 3-wire plug-in extension cords for my track lighting.) And always look for that “UL” (Underwriters Laboratories) label to signify your system has passed some basic safety testing. Here’s an interesting article on what that label means and how to recognize fake labels: Understanding UL by Gerry Zekowski

Remember that lights get HOT, especially halogen bulbs. Turn off and let cool before touching, handling, repositioning a hot lamp. Do not touch a halogen bulb (the part that actually lights up) with your fingers–the oil in your fingertips can actually concentrate the heat and cause the bulb to break. And periodically check your lamps to make sure they aren’t touching fabric or other combustibles, or causing your display to overheat and actually melt.

Lights themselves are hot, too. As I said earlier, I try to always go with at least 1,000 watts of lighting in my 10′x10′ booth. But I’m learning not to go over that much in my outdoor-under-tents August show. It just gets to be too much heat.

ALWAYS, ALWAYS ALWAYS unplug your units when doing any kind of work on them. I like to even unplug the units when testing my lamps. It takes a few more seconds, but if your hand should slip, or in your set-up frenzy mood you should forget and stick your hand in the track, you will stay safe. Yes, those pesky GFI’s should save you, but why take the chance?

Have I forgotten anything? Tons, I’m sure. I’ll check back and add stuff as I think of it.

Ooh, I forgot this: If you use low-voltage lamps or little case lights, they come with transformers–just like your phone charger. Transformers take up a lot of space on your surge strips. A power squid is handy to conserve space, or I use a set of short little 12″ extension cords, both from Herrington Catalog: power squid and

mini extension cords

And be sure to add your own suggestions and experiences in the comments section. Together, we can keep our fair booths looking bright and shiny–and safe.

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Filed under art, booth design, booth display, business, craft, craft shows, Good booths gone bad, jewelry display, lighting, shows

GOOD BOOTHS GONE BAD #5: Don’t Touch!

Today’s Bad Booth topic is a difficult one. Some of you will not even want to consider it, and perhaps some of you can’t. I simply ask you to think about it, because the results are so profound.

Allowing people to touch your work is powerful.

Allowing children to touch your work will move mountains.

Bruce Baker talks about the increase sales you will experience if people can touch your work. His arguments are compelling–people rarely buy something they HAVEN’T touched first, in some way. Catalogs and web shopping sites use compelling descriptions and beautiful images to allow you to “cyber-touch” the items. Think Sundance Catalog.

Even if you have work that is too delicate to touch, he has a few suggestions on how to do that. For example, if you make items of handmade paper, you could have samples, or even business cards, made of the same paper for people to touch.

This gets hard for people who make delicate or expensive items. If you make expensive jewelry, you can’t display it easily or safely outside a case, especially at most shows.

But you should be willing and able to whip out that diamond bracelet instantly, not even waiting til people ask. When you hear that little, “oooooh..!” sound people make when something catches their eye, that’s your cue. Get it out and into their hands.
Because giving people–especially children–permission to touch something is so empowering for your customers, I urge you to find some way to make that happen.

I am fortunate the material I work with is strong and durable. When people come in my booth, I “let them land”, as Bruce says. I give them a moment to take a breath, look around, and see if the work is something they’re interested in.

The minute I see something engage their interest, I say, “It’s okay to touch!”

You cannot believe the response.

There is a look of disbelief and astonishment. And then, most people LAUGH.

It’s a laugh of relief. (Especially since most people have sneaked in a little touch already.) And they always say, “Thank you!” Many comment that they rarely hear artists say that.

They relax. And they start shopping in earnest.

We are humans. We explore our world through all our senses. But the way we really get to discover our environment is with our hands, through touching.

We stroke velvet, we touch polished wood surfaces, we pick up sparkley things. We pick up objects to feel their heft, to judge what their made of. We shake things to see if they rattle, or jostle them to hear them jangle.

It puts me in mind of our hunter-gatherer ancestors on the great plains. We pick through the roots and grubs and berries, and eventually someone (a woman, I bet) picks up a pretty pebble instead, and says, “Hey, nice rock!” (This is also my theory about why women love beads so much.)

It is such compelling behavior that when people are in situations where they know they shouldn’t touch, they actually put their hands behind their back. Or hug themselves to contain their hands. Or put their hands in their pockets. They are physically restraining themselves from touching, because “don’t touch” goes against our very nature.

So we understand why we should find a way for our customers to touch. But why kids? Does that garner us more sales?

No….and yes.

My daughter often assists me at shows, and she’s a damn good observer of human nature. She’s noted that people with children in tow at shows, especially young children, are rarely actually shopping. They are simply out and about with kids. Even if they want to shop, the kids usually don’t let them anyway.

So why should we care if children can touch, if it isn’t even going to result in a sale?

Because showing people that you understand the behavior creates a loving environment in your booth.

And kids are the ones who are constantly being yelled at for touching.

Sometimes I think our culture is a little too hard on kids. It’s easy to see the ways we pander too much to kids. But often we expect kids to be little adults–and they’re not. They are little people, though. As Oprah says, little people without as much life experience as grown-ups.

The “don’t touch” rule is especially hard on them. It’s like telling them “don’t look!” or “don’t listen!”

So I find ways to let them touch.

Depending on their age, I just ask if they’d like to hold a horse (I keep a little hand-held sculpture handy for this). Or tell them if they are gentle, they may touch my artwork. Or if they are respectful of my work, they may touch it.

The atmosphere in my booth instantly relaxes and mellows.

The parents are relieved and grateful their kids aren’t going to get into trouble.

I get to tell the kids a little bit about my work.

Other customers in the booth–who are shopping–enjoy the vibe, too. Nobody likes misbehaving children. But no one likes to listen to someone yelling, either.

And the other customers get to listen to what I have to say about my work without talking to me directly until they’re ready. Often, after the family leaves, other customers comment on how kind I’ve been.

But I get rewarded in other ways, too. I get the funny stories. Last week at the Fair, I asked a very young child if he would like to hold one of my horses. He gazed at me solemnly with huge eyes, then softly asked, “Does he make a noise?”

I’ve come to realize that, if you look around my booth, every single artifact, every single horse, bear, stone, bone, shell, artifact (except for the ones that got big and became sculptures) can fit in your hand.

And this, I think, is no coincidence. I think from the very beginning,I knew how important it would be for my audience to touch, and hold, my work.

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BOOTHS GONE BAD #2: Let Me In!

There’s a booth mistake that’s sort of related to the “Too Much Stuff” syndrome. But sparsely furnished booths can fall prey to it, too.

I call it the “I can’t come into your booth” syndrome.

People need to have easy access to your booth. They need to be able to walk in and feel like they aren’t going to knock something over or get bonked in the head.

You may think that’s a no-brainer, but it isn’t.

No whapping the customers in the head.

An artist who makes mobiles and wind chimes thought it would be cool to hang them all from the top of her booth. It would have been cool, too. Except that the top of her booth was only seven feet tall, and the mobiles hung down about 2-3 feet into her booth. And about 3-4 feet inside the walls of her tent. The effect was like walking through a fun tunnel at the fair. I was terrified I was going to get a mobile stuck in my hair.

Moving them against the walls, and up and out of range of people’s heads, would have the same wonderful effect with less customer intimidation.

Please do not electrocute the customers.

I use long goose-neck track lighting lamps overhead. The first time I used them was at a trade show booth, which is eight feet high. No problems.

The second time I used them was in my retail booth, which was seven feet high. They were out of the way of most people. Except for the tall guy who came in and had to keep swerving to avoid getting whapped in the head with my lamps. Oh, and the guy who came in with his little kid on his shoulders. Who promptly reached for the tracks. ai yi yi…..

I bought some risers that lifted the track lighting out of reach of everybody.

Let me in, let me in.

An artist had a tall display shelf right smack in the middle of the booth. “How does it look?” she asked. Great, I said. Except now I can’t see anything along the back wall. And it only leaves two feet on either side to get through–so I won’t even try, because I won’t want to run the risk of bumping anything. Why was it there, anyway?

“I don’t want to scare people out of the booth, so I thought I’d kinda hide behind it while I do some work,” she said.

Nice sentiment, but it doesn’t work. Do not hide from your customers. And put that shelf along the back wall. Until you get that 10×20 booth, of course.

Do not trip your customers.

I hate it when artists display stuff anywhere on or near the floor. Unless it’s a floor mat and supposed to be on the floor.

For one thing, anything sitting on the floor doesn’t look like you treasure it. It looks like you didn’t have a place for it so you set it on the floor. Stuff on the floor says “yard sale!”
For another, people’s feet stick out from their bodies. That is why there is a toe-kick space under your kitchen cabinets–so your feet have a place to go while you stand at the sink doing dishes. When people are standing at your booth wall, looking at your work, they do not think to look down to mind where their feet go.

Bruce Baker says people also hate, hate, hate bending over to look at stuff. This is true, too. I’m now at that age when even if I squat down, I have to think really hard about getting back up.

So don’t put stuff on the floor.

I need my space….

The next time your booth is set up, take a cold, hard look at how Can people come in easily? If they stand outside your booth and look in, that’s a good sign there’s something psychological that’s keeping them out.

If the layout is cramped, or narrow or shallow, or if things look precarious, people will not come in. They don’t want to wreak havoc in your booth!
If you do have “aisles”, make them spacious so people can get by. And wide enough so that if one person is looking at something, others can get passed them.

If you have a displays that jut out, is there enough space for people to navigate around it? Especially without bumping something else??

Watch out for dead-ends in your booth. They can be subtle–a little alcove-type space behind your cases, for example. Believe it or not, people hate being “trapped” in a booth and won’t go into places if they feel they might not be able to get out. If there’s a little corner or space people aren’t checking out, it may mean there’s a little psychological “dead-end” space there. Smooth out an angle or open it up a bit, and see if that makes it more approachable.

How to freak out your customers

Are your displays secure? Sometimes we get so caught up in making our displays easily transportable, we forget that they have to stand up to actual use. If people touch a pair of earrings and the display stand falls over, it will freak them out. If they lean on a jewelry case and it rocks, it will freak them out. If a branch holding Christmas ornaments is sticking out and snags their shirt as they walk by, it freaks them out. Especially if they pull the entire display over. And something breaks. oy.

A furniture maker makes coffee tables, end tables, smaller pieces. These are something that could easily be bumped into and knocked over, or ding a knee on. He came up with a great solution. He created little “floor islands”–small raised floor sections a little bigger than each piece of furniture–sometimes big enough to hold two or three pieces in a setting. They had a twofold effect. They elevated the furniture and gave it more presence. And they gave each piece a little “breathing room”, room for people to walk around and not run into stuff. It felt very elegant yet comfortable being in his booth.

Avoid making your customers feel like the proverbial bull in the china shop, and they will relax and shop. And shop. And shop!

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Filed under art, booth behavior, booth design, booth display, booth layout, booth traffic, business, craft, craft shows, Good booths gone bad, jewelry display, marketing, selling, shows

BOOTHS GONE BAD #1: Too Much Stuff

One of the biggest mistakes I see in booth design is the “Loaded Booth” look.

There are many variations on this theme. There is the “Something for Everyone” look. There is the “One in Every Color” look. There is the “I Can Make a Million of These (and I Have!)” look.

Unfortunately, the result is the same. It ends up looking like the “Artist with No Focus” look.

Believe me, I know what you’re trying to say: “I’m an artist, I am extremely creative, I have a million ideas, and I don’t want to color inside the lines!”

But the result is chaos and confusion.

There is work covering the entire walls of the booth. There are widgets right up to the top of the booth. There are widgets hanging ten inches off the ground. In fact, the walls are not enough. Sometimes the widgets are actually on the floor, leaning against the walls.

Every surface is covered with widgets and more widgets. “Maybe I can cram another one in here!” thinks the artist during set-up.

If the widgets are displayed in a basket, there aren’t merely a handful, or a even a basketful. The basket will be piled to overflowing. No one can actually look through them, either, without actually dumping the basket out in a pile and looking through them that way. Except the counter the basket is on is full, too.

If there is a print bin, it is jammed so full you can’t thumb through the stash. Or there are so many bins, you know it will take a huge chunk of time to go through them.

If there are little widgets on the wall, evenly spaced so as to maximize the display space, the eye has no resting place, no focal point. You simply stand and gaze around and around, looking, wishing desperately for something to jump out at you.

How do I know?

Because this is how I set up my first booth. And this is what a friend told me afterwards.

She had money. She was a shopaholic. She loved my work.

She wanted to buy something from me. She really wanted to buy something from me. She wanted to buy a lot of things from me.

But she has mild attention defiecit disorder, and was overwhelmed with all the choices. In fact, the “buzz” of my display made her anxious.

She ended up buying NOTHING.

We could blame it on her ADD, but the fact is, almost everyone feels this way when presented with too many choices.

Even those of us who adore the yard sale modality don’t expect to find this with art.

And even if we do, it doesn’t mean we have the time, energy or patience to dig through this at an art fair.

Now pretend you are at a big art fair. Or a huge wholesale show. Or a monstrous trade show. (Think of thousands of booths….)

We want to chose the best one of something. Or be able to quickly sort out what strikes our fancy, and eliminate that which doesn’t.

Too many choices makes it too hard for us to sort.

So limit people’s choices.  As counterintuitive as this sounds, it works.

Don’t make them choose the best of fifty.  Make them choose the best of seven.  Or three.  Or even two.

Don’t make them choose from 28 subjects.  Let them choose from half a dozen.  If they don’t see what they want, they can ask.  And that gives you a chance to talk to them, too.

If you make something in lots of colors, only show a few. Or spread out the color choices among several styles. People will get that you can make it in purple. And if they like it, they’ll ask if you also make it in green. (That’s your cue to whip out your green one.)

Display fewer things, and be ready to restock an empty space quickly. In fact, sometimes that empty space is a good thing. I’ve had customers ask, “What was here??”, pointing to an empty place with a price tag. They’re curious what sold. They want to know what they’re missing. When you pull out another piece, they look at it closely. Maybe they should get one, too!

Signs can be a good way to get a customer’s overloaded brain to rest for a moment. Just keep them neat and simple and easy to read. You can hang your artist statement, or introduce a new series. You can describe a special feature about your widget, or tell a little story about a special piece.

Group your work in some way. This can be by subject, color, style or series. There are pros and cons for each way of organizing, but don’t worry about that right now. Just make some “white space” around your work.

In fact, think of how you feel when you pick up a magazine and browse through the articles.

How do you feel when you see page after page of tiny print, long paragraphs, long run-on sentences with convoluted syntax, no photos or images, and no captions?

Now think of an article with good column width, good margins, a comfortably-sized and easy-to-read font, subtitles, captions, highlights, etc. It’s easier to read, easier to jump in and sample a section, easier to find your place if you get distracted or have to put it down for a moment.

Make your booth easier to read. Make it easier to jump in and sample. Make it easier to navigate.

Don’t worry. You don’t have to prove you’re an artist. They’ll know.

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