Color is an incredibly powerful tool
Fall is almost here. The Adirondack Mountains where I make my home are about
to undergo an almost magical transformation, as verdant green hillsides turn
into a polytechnic display of crimson, orange and gold. With that in mind, I
thought I’d say a few words about color and trade shows.
Color is an
incredibly powerful tool, with the ability to impact both our perceptions and
our emotions. There’s a reason why fast food chains decorate with a lot of
orange and red. These two hues are known to stimulate the appetite, and hungry
customers are customers who will buy a lot of french fries.
You can divide colors into two categories: Exciting and Calming. Exciting
colors please the eye, while Calming colors create a relaxed, comfortable
atmosphere.
Exciting Colors: Orange, Yellow, Red, Gold
Calming Colors: Blue, Green
To create a booth that is enticing, one that literally lures attendees in
from the aisle, consider combining an Exciting color with a Calming color in
your signage, graphics, display elements, and even your booth staff attire.
However, it is IMPERATIVE that your color use does not compromise or alter
your corporate images. The Golden Arches would not work nearly as well as The
Kelly Green Arches. Use color to support your branding, not conflict with it!
Colors have cultural signifigance as well, something you need to be doubly
aware of if you’re exhibiting overseas. Black, white, yellow and purple are
often associated with funerals in Japan, red and gold are lucky in China – but
red printing in South Korea is associated with death. Do your research to avoid
any unintended consequences!
Wishing you much tradeshow success!
Susan Friedmann, CSP
The Tradeshow Coach
phone: 518-523-1320
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