When you want to get noticed on the trade show floor, the strategic use of color in your exhibit can help you stand out from the crowd.
Research indicates that the average trade show attendee takes just three seconds to decide whether or not they’re interested in checking out an exhibit. That doesn’t leave much room for error. By thinking more about the colors you use and the vital role they play in exhibit design, you can tap into emotions and attract more visitors to your booth.
Read on to learn about the strategic use of color in your exhibit and how it can influence your target audience.
What does your exhibit’s color palette say about your company and its offerings?
There’s much more to effective exhibit design than just determining the booth size and selecting some graphics. For example, is your color palette fashionable or outdated? Are the color combinations and placements driving traffic to the most important points in your exhibit? Do the colors you’ve selected highlight key products and messages? Color is an inextricable element of design. It subtly speaks volumes about your company and has a profound effect on driving or limiting sales.
Here’s an overview of colors and the meanings associated with each.
Warm Colors
Warm colors, like red, orange, and yellow invoke energy and happiness.
- Red: Signifies boldness, passion, and energy
- Orange: Attracts attention more subtly than red; enthusiastic and invokes a feeling of satisfaction
- Yellow: Also used to call attention, it is the hue of hope, optimism, and joy
Cool Colors
Cool colors like green, purple, and blue tend to be soothing and calming.
- Green: Symbolizes nature, health, and stability
- Blue: Considered the most calming hue, it invokes a feeling of trust and confidence
- Purple: Symbolizing luxury and creativity, it combines the passion of red with the serenity of blue
Neutral Colors
Black, gray, white, and brown are all ideal as background or base colors for exhibit design.
- Black: Connotes power and authority
- White: Indicates purity, cleanliness, and modernness
- Gray: Represents neutrality and balance, but it’s also sleek and sophisticated
- Brown: Associated with honesty, warmth, the outdoors, and wholesomeness
Get the attention you need.
Color is the first thing the eye sees when it looks at an object. When it comes to non-verbal communication, color is the most instantaneous way to convey messages and meanings. Humans have a psychological, physiological, and associational response to color. It’s deeply ingrained in the psyche; so much so that we respond without even being aware that we have reacted. In the world of trade shows, color is the first thing people will notice about your booth. When paired with effective design, it acts as an understated magnet that draws attendees into your exhibit and away from the sea of sameness that surrounds them.
Subtle yet effective wayfinding.
Once inside your exhibit space, color serves multiple purposes. First and foremost, it’s a powerful non-verbal wayfinding tool that leads attendees through your exhibit and to key areas of interest. Add a pop of fiery red to showcase your latest gadget or draw attention to revolutionary new services with a sunny yellow backdrop.
Reflect your brand’s personality.
Some brands are on the rustic side and do best with earthy tones like green and brown. Other brands are more technical and do well with shades of blue or grey. Consider your brand and choose colors that complement its message and align with its identity.
Isn’t it time to boost your color consciousness? By revisiting the critical role of color in exhibit design, you can create interest and elicit powerful emotional reactions that lead to remarkable results.
For more than 80 years, Adler Display has been helping companies devise innovative, attention-getting trade show solutions. Contact us today to find out how we can make your next event a resounding success.
About Adler Display: For over 85 years, Adler Display has been one of the best-kept secrets behind so many businesses looking their best. Designing and producing a wide variety of high-quality recognition displays, trade show displays, signage and exhibits, lobby and corporate interiors, and historical timelines, Adler’s expert team includes consultants, designers, project managers, and fabricators. Working from a 17,000-square-foot facility in Baltimore that includes a precision woodworking shop, Adler Display handles all printing, construction, and finishing on site. Learn how to achieve your imaging goals and make your business look amazing at: www.AdlerDisplay.com.