January 8th, 2018
Many exhibitors understand the importance of lighting in their trade show exhibit. From setting the mood to highlighting products to setting the stage for a presentation, the right lighting can transform and enliven a space in a remarkable way. For a long time, white or soft yellow lighting has been the standard for illuminating exhibits and is still the preferred type of lighting to use. However, colored lighting, under the right circumstances, can also be used to make an impact with your trade show exhibit. The key to using colored lighting effectively is to understand and use techniques that add to the overall appeal of your display, instead of detracting from it. What follows is a look at some tips for using colored lighting in your trade show exhibit in order to achieve the look you want while maintaining the professionalism and visual appeal you need.
Use colored lighting sparingly.
The first “rule” of colored trade show display lighting is to use it sparingly. While colored lights can add pop to your exhibit, they can actually create a less appealing look if used extensively. For example, the psychology of lights can work against you if the entire display is awash in red (Which can encourage anger) or blue (Which can communicate sadness) or other colors that can have negative connotations. Too much color can also make your display look less than professional. Maintaining a put together look is important in attracting visitors and earning business at the trade show. As a result, use colored lighting alongside of, not in place of, more traditional lighting.
Use colored lighting to highlight specific areas of your trade show display.
The most appealing and impactful use of colored lighting in your trade show exhibit is as a way to highlight specific areas of your display. For example, using color in spotlights that focus on new products or that highlight a speaker during a presentation can work quite well. This technique draws people’s attention to the area in question by allowing that part of your display to stand out from the rest. And that can make it easier to visually guide people to the parts of your trade show display that are most important.
Use colored lighting with a younger demographic.
Knowing your target audience is one of the first steps you need to take when creating a trade show display design. That being said, you may want to reserve your use of colored lighting for those times you are trying to reach a younger demographic. Older trade show attendees may be put off by colored lights. Younger people, on the other hand, may appreciate a look that is a little more modern or edgy and respond well to colored lighting. The key is to understand your target demographic and to create a trade show exhibit that they will appreciate, whether that includes colored lighting or not.
Use colored lighting in your trade show exhibit that matches the rest of your branding.
Just as your colored lighting should match the preferences and expectations of your target audience, so should it match the values and personality that characterize your business. For example, you may choose to use colors in your lighting that match your brand colors. You may also choose to abstain from colored lighting if you run a business known for its traditionalism. Or, you may embrace a little more color than usual if your brand is known for its offbeat personality or fun-loving side. The key is to ensure that your trade show exhibit remains faithful to your brand even after you incorporate colored lighting into it.
Maintain an element of warmth in your colored trade show exhibit lighting.
Regardless of the type of lighting you use in your trade show exhibit, you want your display to communicate warmth in order to create a welcoming atmosphere for your visitors. As a result, try to select colors for your lighting that have warm hues to them. For example, choose a darker blue instead of a pale ice blue. Select a soft orange instead of a harsh neon. The warmer tones will maintain the welcoming feel that will attract visitors while adding the impact you are looking for in your display.
Use the psychology of colors to your advantage in your trade show display.
The psychology of colors is the idea that different colors elicit different emotions within people. For example, red is associated with anger or aggression, while green is associated with peacefulness and yellow with optimism. Using the psychology of colors to select colors that will create the feel you want for your trade show exhibit (and the particular area of the exhibit where the lighting is being used) can help you to create a more effective look for your display. Creating a compelling look for your trade show exhibit might include colored lighting. When used wisely, this type of lighting can draw attention to important parts of the exhibit and underscore both your branding and your message. The key is to follow certain best practices that will help you to avoid overusing colored lighting. For example, use colored lighting sparingly; use it to highlight specific areas of your display; use it with a younger demographic; match your lighting to the rest of your branding; create a warm and welcoming atmosphere, and use the psychology of colors to your advantage. The right use of colored lighting can create a trade show exhibit that achieves your goals in a visually stunning and effective way. Your exhibit company can help you to understand your lighting options and help you to select a look that will work for you.