a) 30% - Attractiveness and Creativity– how well does the design draw and hold the attention of the viewer. Creativity is a gift. Those who can utilize it effectively through eye-catching designs are what we are looking for.

b) 30% - Commercial effectiveness – How well does the design communicate it’s marketing message. For this purpose we ask for a verbal description of the marketing message and intended audience.

c) 30% - Effectiveness as a display – Designs for large floor based exhibit displays employ different rules than those for print. Our winner will demonstrate those differences.

d) 10% - Esthetic Reliance on design – the submissions esthetic impact should rely on elements uniquely created and/or combined for this commercial use and not the independent esthetic impact of general photography (stock) or art that would easily stand on its own

2nd, 3rd , 4th, 5th place will be awarded but there will be no cash prize for these. Once judging is completed, if problems arise with the winner, the next candidate in line will be awarded the prize.

Cut off date for submissions is October 9^th. Judging results will be broadcast the morning of 10-27-09, the Tuesday before Halloween. That way you can splurge a little on this year’s costume if you win!

OUR JUDGES

Bernard Krule

Department Chair - Graphic Design, Oakton Community College

Berny received a BS and MS in Photography from Institute of Design (New Bauhaus) Illinois Institute of Technology. He has been in teaching for the last 37 years. In addition to his expertise in Photography, Graphic Design, and Digital imaging, he is also competent in video and digital analysis and enhancement. Berney has maintained client relationships with: National Enquirer, Majestic Electric, Playboy, Recycle Paper products, Tiara Jewelry Company, Time Inc., United Air Lines, North Shore Cardiology and Petkus and Associates.

Dos and Don'ts:

Do

1. Arrange like visual units in close proximity.

2. Create a visual hierarchy to create focal points. Create a visual flow chart. What does the viewer see first, second etc.

3. Create a visual balance in your design.

4. Do use repetition of visual elements to create order and unity.

5. Do use rhythm by the arrangement of visual elements to create movement.

6. Make the 3 dimensionality work with the 2 dimensional design by using it as part of the overall design.

Don't

1.Create designs that are rigid. Sometimes asymmetry is better than radial symmetry 

2.Create repetition without any change.

3.Use contrast to cause distraction.

4.Create designs that are for design sake.

5.Create chaos by using too much visual variation. 

Jim Kursar

Founder and CEO of  N’Dio, a Chicago based Design & Production firm for Exhibits & Displays, temporary & premanent

Jim Kursar’s career spans 30 years of responsibilities for the design and production of tens of millions of dollars of tradeshow booths and permanent installations. He is a graduate of Harrington College of Design, where he took on responsibilities as an instructor for 20 years while maintaining his professional career in the world of tradeshows.

He started as a project manager for Kitzing Tradeshow Marketing, one of the industries founders. Prior to establishing N’Dio, Jim was Vice President of Design and Production at Omnicon Exhibits, Manager of Production at Giltspur Exhibits, Director of Operations at Chicago Scenic Studios, and President of Exhibit Partners Inc., a firm he founded in partnership prior to the 2001 industry meltdown. While at Giltspur Jim led a project that, for its time, produced the “largest indoor tradeshow exhibit ever built”. Jim's work has been published in numerous tradeshow journals and coffee table books. 

Dos and Don'ts:

Do

1. remember to spend effort up front determining needs and expectations. Exhibiting at a tradeshow is expensive and there is a short window of opportunity, with a lot riding on it.
2. remember your primary job as the designer is to get people out of the aisle and into the booth where the sales staff is.
3. remember that a small pop up exhibit is a message wall
4. remember that you only have five seconds or less to communicate with an attendee that doesn't know you
5. remember that messaging below 5'-0" high can only be read when there is no one in the  booth.
6. remember that pop up exhibits are frequently used by businesses just getting into the tradeshow circuit. If so, their biggest need may be to increase name recognition, so brand everything you can.

Don't

1. don't ever forget that all booths are sales environments, talk to the sales staff to find out how they work the booth.
2. don't make all of your copy legible from the aisle. Make the main theme legible from the aisle, but specific info. should be small enough to force them off of the aisle and into your booth to find out more.
3. don't over clutter your booth or graphic . There is a saying "there is so much to look at I look away."

Fletcher Martin
Creative Director, a5 inc. Chicago-based brand consultancy

Fletcher is a founding principal and creative director at a5. He is responsible for the design direction of programs that include identity design, collateral, environmental design, interactive design, video, naming and more.

Fletcher’s work has been recognized by the Art Directors Club, British Art Direction & Design, Communication Arts, HOW Magazine, Type Directors Club, the Mead Annual Report Show, the Potlatch Annual Report Show and The Annual Report 100. Fletcher judged the 2001 Potlatch Annual Report Show, the 2003 Dallas Show and the 2008 Midwest Annual Report Show. He has also been a guest instructor at The School of the Art Institute of Chicago and is a board member of the Chicago chapter of the AIGA (the professional organization for design). 

Dos and Don'ts:

Do

1. Keep it simple. Tighter messaging is better on a display in a crowded/ kinetic tradeshow environment.

2. Be meaningful. Make sure your message and design effectively communicates what the company wants to say.

3. Be distinctive. The display should be eye-catching and singularly appropriate to your client.

4. Consider the bigger picture. How will the display interact with the rest of the client's presentation materials?

5. Print things out at 100% in sections to make sure you can see things from an adequate distance.

6. Make sure the client knows the implications that the display structure involves: how many people will it take to carry, install, tear down, etc.

Don't

1.Don't forget that there aren't really any rules, and to follow your intuition and experience.