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Using Colour in Your Exhibition Stand Design | Michael Noudelman
All of us have seen absolutely stunning booth designs at trade fairs, but when it comes to creating one for our own business, the task of creating such an effective display can seem dauntingly complex. There are a huge number of variables to consider, including size, shape, branding, integrated technology, seating and many more.
One other important factor to consider is that of colour; using this effectively in your stand design can potentially make a huge impact on your audience, for better or for worse. With this in mind, here are some tips on making your booth – and your brand – stand out from the pack.
It is first important to note that a huge number of companies end up using the same colours in their designs, as most people put great stock in colour psychology. This is, of course, a very reasonable and logical thing to do, as this does have a very real effect on the type of people you will draw to your booth, or if you will draw them at all.
This does mean, however, that many companies exhibiting can end up blending into the background due to the similar colour palettes that they end up using. For this reason, a little creativity is very important to stand out from the pack, particularly in larger trade fairs where you may be facing a great deal of competition.
With so many booth designs on display all competing for attention, a courageously bold design can often prove a novelty for passers-by, and at the very least make a strong impression on your audience. Consider being bold in order to catch the eye of people who would normally pass your stand by.
This does not mean, however, that you should be haphazard in your choice of colour. Colour psychology really does come into play, and your choice should be tailored to the image you wish to give, even though you can tweak it to be bolder or integrate it into a stylish, more complex design featuring other colours.
Blue is considered both intellectual and soothing, and is often used by companies to convey a feeling or trust and serenity to an audience. This can encourage visitors at trade fairs to visit your booth, as long as it can stand out from the predictable sea of blue that you will find around you. In addition to this, its “cold” nature needs to be countered by a friendlier colour somewhere.
Red is another interesting colour, and stimulates the senses and incites action. It can be warm and exciting, but can also be perceived as aggressive. It does catch attention very quickly however, and this colour can be integrated in booth designs to great effect for this reason, especially where there are many stands, again all competing to capture an audience.
An excellent colour to choose is black, which oozes strength, sophistication, security and substance. All of these traits can bring a timeless, high quality aura to your brand. With that said, black does not draw attention to itself, and can mean that you get lost in the crowd.
It is well worth learning about colour psychology before you select a few shades for you exhibition stand design, and also think about how you can use them in a way that stands out from the other designs that will be present. Utilising a selection of colours can often bring great results if balanced in a way to minimise the negative qualities of the others.
This balance between colours should also be extended to the lightness or darkness of your chosen shades. Implementing contrasting colours can also be attention-grabbing, especially if colours are of alternately dark and light shades. Light blues and bright yellows, or fresh whites and striking reds, can all make for harmonious and highly appealing booth designs.
By Michael Noudelman
